ࡱ>  kmbcdefghij bjbjVV Մ<<""eeEEE4yyyh!<y1#a,@,,,8.n 8;$wExA4.8.xAxAee,,4t4t4txA'e,E,4txA4t4tH@x,6ғ6y iJ01>:lxx|E"=>4t>P?("="="=rl"="="=1xAxAxAxA"="="="="="="="="=" +:  Build Book Buzz Publicity Forms and Templates By Sandra Beckwith Table of Contents  TOC \h \z \t "BBB Title,1"  HYPERLINK \l "_Toc240771064" How to Use this Workbook  PAGEREF _Toc240771064 \h 4  HYPERLINK \l "_Toc240771065" Message Development Template  PAGEREF _Toc240771065 \h 5  HYPERLINK \l "_Toc240771066" Sample Message  PAGEREF _Toc240771066 \h 7  HYPERLINK \l "_Toc240771067" Book Announcement Press Release Writing Form  PAGEREF _Toc240771067 \h 8  HYPERLINK \l "_Toc240771068" Sample Book Announcement Press Release  PAGEREF _Toc240771068 \h 11  HYPERLINK \l "_Toc240771069" Author Bio Form  PAGEREF _Toc240771069 \h 13  HYPERLINK \l "_Toc240771070" Sample Author Bio  PAGEREF _Toc240771070 \h 15  HYPERLINK \l "_Toc240771071" Author Q&A Template  PAGEREF _Toc240771071 \h 16  HYPERLINK \l "_Toc240771072" Sample Author Q&A  PAGEREF _Toc240771072 \h 17  HYPERLINK \l "_Toc240771073" Tip Sheet Writing Template  PAGEREF _Toc240771073 \h 20  HYPERLINK \l "_Toc240771074" Sample Tip Sheet  PAGEREF _Toc240771074 \h 23  HYPERLINK \l "_Toc240771075" Press Release Writing Form  PAGEREF _Toc240771075 \h 25  HYPERLINK \l "_Toc240771076" Sample Press Release  PAGEREF _Toc240771076 \h 28  HYPERLINK \l "_Toc240771077" Press Kit Quiz Template  PAGEREF _Toc240771077 \h 29  HYPERLINK \l "_Toc240771078" Sample Press Kit Quiz  PAGEREF _Toc240771078 \h 31  HYPERLINK \l "_Toc240771079" Book Review Form  PAGEREF _Toc240771079 \h 32  HYPERLINK \l "_Toc240771080" Sample Book Review  PAGEREF _Toc240771080 \h 35  HYPERLINK \l "_Toc240771081" Web Site Press Room Template  PAGEREF _Toc240771081 \h 37  HYPERLINK \l "_Toc240771082" Sample Web Site Press Room  PAGEREF _Toc240771082 \h 39  HYPERLINK \l "_Toc240771083" Virtual Book Tour E-mail Pitch Template  PAGEREF _Toc240771083 \h 40  HYPERLINK \l "_Toc240771084" Sample Virtual Book Tour E-mail Pitch  PAGEREF _Toc240771084 \h 42  HYPERLINK \l "_Toc240771085" Radio Talk Show E-mail Pitch Template  PAGEREF _Toc240771085 \h 43  HYPERLINK \l "_Toc240771086" Sample Radio Talk Show E-mail Pitch  PAGEREF _Toc240771086 \h 45  HYPERLINK \l "_Toc240771087" Article or Segment Pitch Letter Form  PAGEREF _Toc240771087 \h 46  HYPERLINK \l "_Toc240771088" Sample Article or Segment Pitch Letter  PAGEREF _Toc240771088 \h 48  HYPERLINK \l "_Toc240771089" Syndicated Article Writing Template  PAGEREF _Toc240771089 \h 49  HYPERLINK \l "_Toc240771090" Sample Syndicated Article  PAGEREF _Toc240771090 \h 52  HYPERLINK \l "_Toc240771091" Create a Sound Bite Form  PAGEREF _Toc240771091 \h 54  HYPERLINK \l "_Toc240771092" Samples Sound Bites  PAGEREF _Toc240771092 \h 56  HYPERLINK \l "_Toc240771093" Book Publicity Plan Template  PAGEREF _Toc240771093 \h 57  HYPERLINK \l "_Toc240771094" Sample Book Publicity Plan  PAGEREF _Toc240771094 \h 62  HYPERLINK \l "_Toc240771095" Book Publicity Resources  PAGEREF _Toc240771095 \h 65  HYPERLINK \l "_Toc240771096" About the Author  PAGEREF _Toc240771096 \h 70  How to Use this Workbook This workbook contains nearly all the forms and templates youll need to generate exciting buzz in the press for your book, whether youve produced a work of fiction or nonfiction. STARTING OUT: Before working with these media relations tools, take a minute to print the workbook and review everything offered here. Read the introductory text before each tool to determine if its the right resource for your current goal. The instructions for each tool and the samples Ive included should help you decide which ones will suit your purposes. (Thanks to author friends Jen Singer, Susan Finn, and Robbie Kaplan and publicist Patti Danos for allowing me to reprint their tools. I appreciate their generosity.) PLANNING: Ive included information on how to write a book publicity plan for those of you who havent done that yet. A publicity plan gives you the essential blueprint you need to make things happen. Its not a media relations tool like everything else in this workbook its a planning tool. It helps you figure out where you want to go and how youre going to get there. You should create your book publicity plan before doing anything else, but I wanted you to see what tools were at your disposal before you determined how or if they would fit into your publicity plan. Thats why Ive included the plan-writing form at the end of the workbook. USABILITY: Please note that while most e-books are sold as PDF files, this one is a Word file because its more useful to you that way. I want you to be able to copy and paste each template into a new Word file so you can literally fill in the blanks on your computer screen. You might even want to copy and paste each tool into a permanent Word file that you save and protect as your master document your master press release form, tip sheet form, author bio form, and so on. QUESTIONS?: Finally, please let me know if you have questions, comments or feedback. Is there something missing? Could I explain something more clearly? Id love to hear from you. Contact me at  HYPERLINK "mailto:sb@buildbookbuzz.com" sb@buildbookbuzz.com. Message Development Template If you arent clear on your message each time you communicate with the media, your publicity efforts will be less effective. Giving careful attention to your communication messages allows you to get a little more control over the unpredictable and generally uncontrollable publicity process. Anything you can do to exert some control is good. Your message development focuses around determing the point you want to make the headline in the template below and bolstering it with supporting information. When creating and finetuning messages for the media and other communication efforts, supporting information is often in the form of statistics, compelling facts, and anecdotes that illustrate the message point. Use this template to develop one to three messages all youll need for the typical media encounter and to organize the information that supports your messages. Message Point 1 Write your headline. What is it you want to communicate? Whats your supporting information, statistics, anecdote, etc.? Message Point 2 Write your headline. What is it you want to communicate? Whats your supporting information, statistics, anecdote, etc.? Message Point 3 Write your headline. What is it you want to communicate? Whats your supporting information, statistics, anecdote, etc.? Sample Message Heres an example. Lets say the author of a book on how to shop at flea markets wants to communicate that doing research is essential to paying the right price for your treasures. Headline: Research the products you want to buy before going to flea markets so you know how much you should expect to pay for them. Supporting information: When I was starting out, I paid three times as much as I should have for some vintage Fiestaware pieces that I thought I could re-sell on e-Bay. I still own them. Once I began researching the value of items that always caught my eye and became a better price negotiator, my resale income on eBay increased 125 percent. My survey of 500 of my e-zine subscribers revealed that 73 percent of them believe they overpaid for a flea market item at least once. Book Announcement Press Release Writing Form Use this form to help you begin writing a press release announcing publication of your new book. Answer the questions below first. Then use your answers to create a compelling release that explains what makes your book interesting and different. Use the sample book announcement press release following this template to guide and inspire you. (Get more tips for how to write a good announcement release at  HYPERLINK "http://tinyurl.com/lmfkyr" http://tinyurl.com/lmfkyr.) Ive assigned each step in the process a red letter A, B, C, etc. and added that letter to the sample release so you can match the step with the end result. Make sure you dont use the colored letters in your final product! In addition to using this release to announce your book to the press, give it a home on your Web site in your online press room (see page 27). A. Whats the release date? Most press releases can be used immediately. If thats the case, write FOR IMMEDIATE RELEASE. If the information cant be used before a specific date or time, its FOR RELEASE (INSERT DATE AND TIME). Whats your situation? B. Who should get inquiries from reporters? (Most often, its you.) Include the name, phone number and e-mail address. Name: Phone number: E-mail: C. Write an attention-getting headline. Announce the release subject with active verbs and colorful words. Focus on the book, not yourself. Start here with a list of words that describe the book. Now use some of those words to craft an attention-getting, yet accurate, headline. Subheads are acceptable but not required. D. Whats your lead? A lead is the opening statement that tells what the release is about. Start out broad; get more specific later in your release. What are the key facts about your book to include in the one or two sentences that comprise the first paragraph of your release? Write the most important one or two facts here. Use those facts to write your lead your compelling opening statement offering a preview of what else is to come in the release here. E. In the second paragraph, expand on the lead by offering more details. This is a good place to introduce the book title and authors name. What else do we need to know? F. Give us more details about the book in bullet points. Get even more specific here, after that second paragraph. Whats unique or special about the book? What differentiates it from other books in your category? List key facts below to guide you when you write this section of the release. G. Include a quote after youve presented specifics on the book. Why did you write the book? Why do you think its useful? This is where you can share your opinion. Focus on information not presented elsewhere in the release. H. Give us your credentials. Who are you? Whats your connection to the topic? Write a paragraph that explains why youre the author of this book. I. Conclude with a paragraph that repeats the book title and price and tells people where they can buy it. You will use this concluding paragraph in all your press releases and tip sheets for the book, so it is referred to as a boilerplate paragraph. Sample Book Announcement Press Release Heres a sample book announcement press release. Print it and match the red-lettered release components with the steps in the template. Remember not to use those letters in your own release! A. FOR IMMEDIATE RELEASE B. CONTACT: Courtney Goethals, 800-621-9621, ext. 4322, courtney.goethals@kaplan.com C. New Guide Helps Nonprofits Stretch Marketing Dollars for Maximum Publicity Nonprofits Can Finally Capture Essential Media Attention D. CHICAGO, IL June 1, 2006 A new book from an award-winning publicist helps nonprofit organizations large and small discover and use the tools and techniques that will help transform them into high-profile media darlings. E. In Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth, and Contributions, ($23.95 Kaplan Publishing, June 2006) author Sandra Beckwith taps her 25 years of hands-on publicity know-how to outline successful media relations strategies tailored for nonprofit organizations. This detailed, step-by-step guide includes examples of press releases, op-ed essays, pitch letters, public service announcements and other important outreach tools. F. This timely and practical guide doesnt just explain why publicity is important it shows how to use cost-effective publicity plans and tactics to reach fundraising goals, educate and influence consumers, and recruit employees and volunteers. In Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth, and Contributions, Beckwith offers fascinating case studies, detailed instructions, and a rich array of publicity tools and tactics that will help nonprofit organizations learn how to: Create an affordable publicity plan that integrates goals, objectives, and key strategies Determine which tools and tactics will have the most impact on the organizations goals Develop and pitch newsworthy stories with powerful messages that will capture media attention and resonate with audiences Maximize the publicity potential of an organizations activities, talents and resources G. When I speak to nonprofit groups about publicity, they are never interested in theory, says Beckwith. They want to know how to do it what tools and tactics will get them the farthest? Which approach will have the greatest impact with the least amount of expense? When is a press conference a good idea and when is not the best choice for communicating information? I wrote this book to give them the answers and information they need to succeed in a highly-competitive, increasingly complex media world. H. Sandra Beckwith has more than 25 years of award-winning public relations experience. A recipient of the coveted Silver Anvil Award from the Public Relations Society of America, her public relations background includes assignments at one of the worlds largest public relations firms and a large national consumer products company. Now a consultant who helps others learn how to generate their own publicity, her clients include several nonprofit organizations. I. Publicity for Nonprofits: Generating Media Exposure that Leads to Awareness, Growth, and Contributions ($23.95, 256 pages, 7 x 9, paperback, ISBN: 1-4195-2299-X) is available at neighborhood and online booksellers or by calling 800-245-BOOK. Kaplan Publishing is one of the nations leading education, career and business publishers. Kaplan Publishing, with offices in New York and Chicago, produces more than 150 books a year on test preparation, admissions, academic and professional development, general business, management, sales, marketing, real estate, finance and investing. Kaplan Publishing is a unit of Kaplan, Inc., a wholly owned subsidiary of The Washington Post Company (NYSE: WPO).For more information, please visit  HYPERLINK "../../../amartin/Local%20Settings/Temporary%20Internet%20Files/OLKF2/www.kaplanpublishing.com" www.kaplanpublishing.com ### Author Bio Form Your author bio helps a journalist determine if youre an appropriate expert resource for a story or segment and is often the basis of your speaker introduction when youve been invited to give a presentation on your book topic. Provide it when pitching yourself as an expert and make it available on your Web site along with a professional author photo. Dont include your entire professional history or your life story. Emphasize your credentials for this book and leave out those that have no connection to it. Novelists might include personal facts that contributed to the book and writing accolades while nonfiction authors will want to include professional employment or experience that establishes expertise in the books topic. Keep it to two or three short paragraphs. We dont need your life story. We just need to know why youre the perfect author for this book. Key facts include some but not necessarily all of the following: Name Current employment Relevant work experience Relevant personal experience Relevant volunteer experience Relevant professional awards or honors Relevant personal awards or honors Relevant professional association memberships, including leadership roles Education college/university name, degree, subject Current hometown and state Sample Author Bio Heres a bio I use when promoting my two publicity books. Sandra Beckwith While she now writes full time, recovering publicist Sandra Beckwith has more than 25 years of award-winning publicity experience. She has received two national publicity awards, including the coveted national Silver Anvil award from the Public Relations Society of America (PRSA) and several regional PRSA awards. Her journalism and public relations degree is from Utica College of Syracuse University. Today, Beckwith concentrates on helping companies learn how to generate their own publicity. She is the author of Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth, and Contributions (Kaplan Publishing, June 2006) and  HYPERLINK "http://www.amazon.com/exec/obidos/tg/detail/-/1580627714/ref=ase_beckwithcommu-20/104-0209921-3875932?v=glance&s=books" \t "_blank" Streetwise Complete Publicity Plans: How to Create Publicity That Will Spark Media Exposure and Excitement ( HYPERLINK "http://store.yahoo.com/adamsmedia/streetcompub.html" \t "_blank" Adams Media 2003). She is a frequent presenter on publicity topics. Self-employed since 1985, Beckwiths earlier experience includes editorial and marketing positions at an educational publishing firm near Madison, Wisc.; Burson-Marsteller/Chicago, one of the worlds largest public relations firms; and the product publicity department of the former Heublein Inc. in Hartford, Conn., a beverage alcohol distiller/marketer. A member of the  HYPERLINK "http://www.asja.org" \t "_blank" American Society of Journalists and Authors, the American Society of Business Publication Editors and the Public Relations Society of America, she owns Beckwith Communications in Fairport, N.Y. Author Q&A Template A sample Q&A question and answer sheet is especially useful when youre working to schedule radio interviews. When sent ahead of time, it helps a busy talk show host or radio personality prepare for an interview with you. Some will even work completely from this list of questions. But its not just for radio publicity most journalists planning to interview you about your book will benefit from this type of background information. Use six to 10 questions, focusing on those you hear the most when you tell people youre writing or have written a book. Include a few of the questions youd want answered if you were a journalist scheduled to interview you. Because Q&As are based on the individual books content, each will be unique. Pull out key topics or themes and ask questions about them. Nonfiction Q&As might focus on advice and lessons from a book while fiction Q&As might address inspiration, research, whether the novel is a reflection of the authors life or world, or anything unique or unexpected about the book. Type your question in boldface; type your answer under it in regular type. Here are some of the typical questions included in an author Q&A, but be sure to add those that you hear the most from people. Create a document that works for your book. Why did you write this book? What surprised you the most as you researched or wrote it? What do you think will surprise readers the most? Whats the most important lesson or message readers will get from it? Did writing this book change your life in any way? What do you hope will come from others reading it? What are you working on now? Sample Author Q&A Let this sample inspire your own author question and answer sheet. Sample Questions for Susan Calvert Finn, Author, The American Dietetic Association Guide to Womens Nutrition for Healthy Living Why focus on women for this book? Women are particularly vulnerable to an array of chronic diseases that can diminish their quality of life, including breast cancer, heart disease, osteoporosis, obesity and diabetes. We dont have all the answers about what causes these diseases, but we do know that some of the risk factors involved have to do with lifestyle and behavior choices that women can control. Womens Nutrition for Healthy Living is designed to help women make the nutritional choices that can make a real difference in their health over a lifetime. Why does it matter that much of the existing health information is based on the studies of men, not women? Findings from research conducted only on men does not necessarily apply to womens unique health needs and vulnerabilities. Disease prevention, diagnosis and treatment can vary greatly between men and women. For example, low HDL cholesterol is a far greater risk factor for heart disease in women than it is in men. And although calcium is critical for bone health in both men and women, only women are vulnerable to the type of early osteoporosis that results from estrogen loss and low calcium intake. What is the biggest nutritional mistake women usually make? Certainly one is underestimating the impact of early nutrition on lifelong health. This oversight is particularly evident with calcium. We now know that building bone mass early in life is critical to bone health later. Heart disease is yet another example. Recent studies indicate that arterial blockage can begin in teen years. What is the greatest health risk for women? Although women fear breast cancer more than any other disease, it is actually heart disease that claims the greatest number of womens lives each year. Heart disease generally strikes women after age 65 about 10 years later than in men. What can I do for my daughters while they are young to make sure they are nutritionally healthy adults? Talk with them about the lifelong impact of nutrition on health and lead by example. We should reinforce the fact that calcum and weight-bearing exercise are essential to bone health tomorrow, and that maintaining a healthy weight can prevent diabetes, heart disease and certain cancers. Im always reading or hearing news stories telling me that just about everything imaginable is bad for me. How do I know what to eat to be healthy? If you eat too much or too little of something, you are likely to have an excess or a deficiency in some nutrients. Thats why a balanced diet, filled with variety and eaten in moderation, is key to nutritional health. If you have questions, ask your physician or a nutrition professional, or call the American Dietetic Associations consumer nutrition line at 900-225-5267. Your book devotes a chapter to the stages of a womans life. Are our nutritional needs different during various stages? Yes. Adolescence, the childbearing years, the older years each stage comes with its own set of priorities and its own physiological demands. The teenage years are a time of significant growth and extraordinary nutritional needs. In addition, much can be done during this time to prevent the incidence of diseases such as osteoporosis, heart disease and diabetes in later life. During the childbearing years, nutritional health is critical to fertility and successful pregnancy. Later, menopause influences bone, heart and breast health and creates a new set of nutritional needs. Are there nutritional antidotes for common female problems such as PMS? Yes. Some of the most popular involve vitamin B6, magnesium, calcium, vitamin E and phytoestrogens found in plants such as soy. The bottom line is we dont yet know enough about PMS to recommend a definitive nutritional therapy. But we do know that megadosing on any nutrient is never a good idea. Try cutting back on caffeine, salt and alcohol to relieve PMS symptoms. Exercise also can help because it helps relieve anxiety by stimulating the release of endorphins. Can the right diet help battle stress? Stress is the bodys response to a particular physical demand or life experience. Youve probably heard about a number of miracle cures for stress. The fact is the human body is far too complex for a single magical nutrient to cure stress. But being well-nourished overall can strengthen your immune system and help you avoid stress-related illnesses. What are some things I can do now to improve my nutritional health? Womens Nutrition for Healthy Living recommends four strategies: Maintain a healthy weight. Enjoy physical activity. Rebalance your diet. Enjoy more fruits, vegetables and grains and less fat. Get enough calcium. Although these strategies are simple, they might not be easy for everyone. So pick one just to get started, and when you feel you have integrated it into your lifestyle, pick another. Soon you will see how closely interrelated all four are. These strategies work because they are based on three key principles of nutritional health: balance, variety and moderation. Tip Sheet Writing Template Tip sheets are the most powerful yet probably the least used book publicity tools. A tip sheet is a specific type of press release that offers advice or tips in a bulleted or numbered format. The biggest difference between a tip sheet and a press release is that the body of a tip sheet-type release will include tips or advice in a numbered or bulleted format. (The tips can come from your book, which makes this an easy tool for you to create.) Use a tip sheet to generate news briefs in a newspaper or magazine. You can also use it as background information when working to interest a reporter, editor, or producer in a feature article or talk show interview on the tip sheet topic. Generate tip sheet topics by thinking about the advice people ask for most often about the topic, or the information you think is most needed from your book. What do you know that can help others when packaged as bulleted bits of advice? This valuable tool is as useful for novelists and memoirists as it is nonfiction authors, but it does take more effort to generate fiction tip sheet topics. Think in terms of good, useful advice your protagonist (or villain) can offer or advice based on the books geography. For example, a historical novel based in the Hudson River Valley of New York can generate a tip sheet about the regions top historical sites. The author of a memoir about his experiences with alcoholism can present tips on the common but rarely recognized signs of that disease. Study the sample tip sheet after this template so you understand the format and flow. Ive assigned each step in the process a red letter A, B, C, etc. and added that letter to the sample tip sheet so you can match the step with the end result. Remember not to use those letters in your actual tip sheet! Then use this template to help you organize your thoughts. After you fill in the blanks, write the tip sheet, making certain it reads smoothly. A. Whats the release date? Most tip sheets can be used immediately. If thats the case, write FOR IMMEDIATE RELEASE. If the information cant be used before a specific date or time, its FOR RELEASE (INSERT DATE AND TIME). Whats your situation? B. Who should get inquiries from reporters? (Most often, its you.) Include the name, phone number and e-mail address. Name: Phone number: E-mail: C. Write an attention-getting headline. Include the number of tips 5 Ways to or 8 Tips for . Use active, colorful words. Subheads are acceptable but not required. D. Whats your lead? Because a tip sheet offers advice, its important to start this type of release with a statement of the problem your advice will help solve. Statistics are often helpful here. For example, if youre the author of a book on how to use iPods, the lead for a tip sheet promoting this book might be something like this: Apple Inc. reports that iPod sales increased 25% in 2008 over the previous year, but while the company is enjoying that sales boost, more older iPod buyers are stymied by the electronic devices. The author of a book designed to demystify the popular portable music players says older users will get the maximum use and enjoyment from their investment if they understand a few iPod essentials. Write your lead here. E. Who are you? Include your name, book title, and any other necessary or relevant credentials as you set yourself up as the topic expert. F. What do you, as the expert offering the tips, have to say about the tip sheet subject? This is your quote. It helps set the stage for your wise advice and preceeds your tips. G. List your tips with bullets or numbers. Use punchy, pithy, how-to language. Do not list reasons to buy your book. This is not a sales piece. Offer advice. Keep your list of tips between five and nine. Tip: Tip: Tip: Tip: Tip: Tip: Tip: Tip: H. Conclude with a boilerplate paragraph that summarizes your book in one or two sentences and tells people where they can buy it. You will use this concluding paragraph in all your press releases and tip sheets for the book, so it is referred to as a boilerplate paragraph. Sample Tip Sheet Heres a sample tip sheet. Print it and match the red-lettered tip sheet components with the steps in the template. Remember not to use those letters in your own tip sheet! A. FOR IMMEDIATE RELEASE B. CONTACT: Sandra Beckwith, 585-377-2768, sb@sandrabeckwith.com C. 6 little known ways to get your companys name in the news D. ROCHESTER, NY August 1, 2007 An award-winning publicist and author of a how-to publicity book for small businesses says its easier than most business owners think to get their names in the news regularly. E., F. You have to stop waiting for the press to discover you, advises Sandra Beckwith, author of Streetwise Complete Publicity Plans: How to Create Publicity That Will Spark Media Exposure and Excitement. Start telling them what youre doing thats newsworthy. It will help you generate the media exposure that gives companies credibility and increased awareness. G. Beckwith offers the following tips for becoming more newsworthy: Contact the press immediately when you can offer a local angle on a national news story. News outlets love to localize a national story. Fax your one-page narrative biography (not a resume) and a cover letter explaining your position on the breaking news to the appropriate media contact (for example, TV news assignment editors) or copy the information and paste it into an e-mail message. Add the media to your e-newsletter distribution list. The same useful advice or information you offer in your electronic newsletter could be of interest to reporters covering that topic. Include both local and national media outlets read, watched or listened to by your target audience. Capitalize on holidays and special weeks or months by distributing a press release with useful, newsworthy information related to the topic. For example, a cardiologist interested in attracting female patients can distribute a release with the warning signs of heart disease in women during National Heart Month in February. Conduct a newsworthy and relevant survey and announce the interesting results in a press release. A restaurant might survey community members about whether they plan to dine out more or less this year; a health club might do a survey on the top reasons why people hate to exercise. Both have news value. Partner with the public relations department of your industrys trade association by offering to make yourself available for media interviews. Association public relations people are often contacted by journalists looking for members with a particular expertise to interview. Make sure your association knows about you, what makes your business interesting, and the topics you can comment on, and youll get referral calls. Sponsor an attention-getting contest and announce the results in a press release. To promote a newsletter she publishes that takes a lighthearted look at male behavior, Beckwith conducted a national Worst Gift from a Man Contest. The press release announcing the winners led to nationwide media attention, including a holiday appearance on a national cable TV talk show. A hardware store could sponsor a Most Innovative Use of a Tool competition while a bridal salon could initiate a Worst Wedding Horror Story contest. H. Streetwise Complete Publicity Plans: How to Create Publicity That Will Spark Media Exposure and Excitement gives small business owners the tools and techniques for generating media attention for their companies, their products and themselves. The books user-friendly format makes it easy for organizations to learn how to generate the buzz that sets them apart from the competition. It includes small business examples; samples of key tools such as press releases, pitch letters and press kit components; and forms and checklists that guide the publicity-making process. For more information, go to  HYPERLINK "http://tinyurl.com/4geas" http://tinyurl.com/4geas or visit www.sandrabeckwith.com. # # # Press Release Writing Form Use a press release when you want to announce news. When promoting a book, you might use a press release to announce a newsworthy contest, survey results, or a holiday youve created. Check out press release distribution sites such as  HYPERLINK "http://www.prnewswire.com" www.prnewswire.com or  HYPERLINK "http://www.prweb.com" www.prweb.com for press release samples. Then use this form to help you organize your thoughts. After you fill in the blanks, write the release, making sure your news appears in the beginning and that information and paragraphs flow in a logical progression. The most important information comes first and is followed by the least important information. Ive assigned each step in the process a red letter A, B, C, etc. and added that letter to the sample release so you can match the step with the end result. Make sure you dont use the colored letters in your final product! A. Whats the release date? Most press releases can be used immediately. If thats the case, write FOR IMMEDIATE RELEASE. If the information cant be used before a specific date or time, its FOR RELEASE (INSERT DATE AND TIME). Whats your situation? B. Who should get inquiries from reporters? (Most often, its you.) Include the name, phone number and e-mail address. Name: Phone number: E-mail: C. Write an attention-getting headline. Announce the release subject with active verbs and colorful words. Start here with a list of words that decribe the book. Now use those words to craft an attention-getting, yet accurate, headline. Subheads are acceptable but not required. Identify the five Ws and one H who, what, when, where, why, and how. These details should be in the first one to three paragraphs. Who: What: When: Where: Why: How: D. Whats your lead? Summarize your news in one sentence. Add a second sentence with a few more details. Read them over do they say what they should? Make sure the sentences arent too long. Incorporate the five Ws and one H (above) into the first paragraph or the first and second paragraph. E. Does this release warrant a quote? As the author/expert, what do you want to say about the subject of the release? This is where you can share your opinion. Focus on information not presented elsewhere in the release. F. After youve written the most important information (the first one or two paragraphs) and the quote (if used), provide other important and relevant information or details. This information supports whats already offered by is not as important. G. Conclude with a boilerplate paragraph that summarizes your book in one or two sentences and tells people where they can buy it. You will use this concluding paragraph in all your press releases and tip sheets for the book, so it is referred to as a boilerplate paragraph. Sample Press Release Heres a sample press release illustrating how one author announces an event she created to call attention to her book. Print it and match the red-lettered release components with the steps in the template. Remember not to use those letters in your own release! A. FOR IMMEDIATE RELEASE B. CONTACT: Jen Singer, XXX-XXX-XXXX, jensinger@mommasaid.net C. Holiday Gives Real-Life Desperate Housewives a Day Off Web Site to Hold Annual Please Take My Children to Work Day D. KINNELON, NJ Why are todays housewives desperate? Because they work 24/7 jobs with no vacation days, no sick days and, until now, no holidays, says Jen Singer, author of 14 Hours Til Bedtime and creator of the award-winning MommaSaid.net. Her Web sites fifth annual Please Take My Children to Work Day will give at-home moms a day off in June 2007. E. According to the U.S. Census Bureau, nearly 10.6 million children are being raised by full-time, stay-at-home moms. Some days, it feels like all 10 million are under your roof and they all need a diaper change, says Singer. F. Singer suggests that at-home moms celebrate the June 25, 2007, holiday by finding a replacement or several replacements for at least part of the day: a spouse, a grandmother, or a babysitter. Or trade half the day with a neighbor. What should moms do with their time off? Dont spend it returning clothes to Baby Gap, says Singer. Instead, she suggests: See a movie thats not animated with talking animals. Have lunch somewhere that doesnt serve chicken fingers. Sit down for long periods of time without interruption. Read the newspaper in its entirety. Singer plans to spend Please Take My Children to Work Day with just grown-ups, never refilling anyones sippy cup. G. Please Take My Children to Work Day, a holiday held annually in June, has been officially proclaimed by several governors across the country. Jen Singer is the creator of MommaSaid.Net, a Forbes Best of the Web community for at-home mothers, and the author of 14 Hours Til Bedtime, which has been excerpted in Parents and American Baby and featured in Parenting and The New York Times. She has appeared on the CBS Early Show, ABC World News Now and NBC Nightly News. # # # Press Kit Quiz Template A quiz based on your books content teases people by giving them just enough information about the book to intrigue them. It can entice those who are interested in the topic to purchase the book so they can learn more. Newspapers and magazines use quizzes as sidebars to articles on your books topic, radio stations read from them as filler content, and bloggers often copy and paste them into their blogs. They are also effective did you know? devices when pitching broadcast media on an interview or segment. A book press kit quiz is typically designed to test an individuals knowledge, aptitude, ability, readiness, personality traits, and so on. A quiz for a specialized cookbook might determine whether the reader has the right ingredients or tools for this type of cooking; a business book quiz might help the test taker identify leadership skills; one for a mystery might help the reader assess powers of perception. Before crafting your quiz, flip through several magazines at the library to see how the quizzes are written and used. Then, when creating yours, be clear on what you want the quiz taker to learn from the experience while making certain that theres an obvious and relevant connection to your books content. In addition to posting your press kit in the For the Press section of your Web site as part of your press kit, post it in the public content area, as well, so that your sites visitors can learn from this tool. The template below contains your press kit quiz elements. Use this format for your quiz. Title in the form of a question. How ready is your child for kindergarten? or How much do you know about common over-the-counter drugs? The title is followed by a simple sentence: Take this quiz to find out. Write a short paragraph to introduce the quiz and provide instructions. This can be one or two sentences that explain the quiz. (Research shows that one of the most common worries among mothers of young children is whether they are ready for school. This quiz will help you answer that question and decide if theres more you can do to help prepare your child for kindergarten.) Include one sentence with quiz-taking instructions. (If you answered yes to three or more of the questions below, its time to seek help.) The quiz. Avoid making it too short or too long eight to 14 questions is a good length. List the questions, using 1.5 or double-spacing between each to add visually-appealing white space. Include the appropriate answer device boxes to check off, lines where users write the answer, multiple choice options to circle, and so on. Scoring (optional). If youve elected to create a more complicated quiz that includes scoring, provide instructions on how people should calculate their scores. It might be as simple as If you answered yes to three of these questions, you . . . or it might be points assigned to the number of True and False answers, and so on. Whats the best approach for your topic and your quiz? Score assessment (optiona). If you decide to include a scoring system, conclude your quiz with a score key that explains what the score means If you scored 1-3, you are . . . , if you scored 4-6, you are . . . , and so on. Sample Press Kit Quiz Book publicist  HYPERLINK "mailto:pattidanos@earthlink.net" Patti Danos creates quizzes for many of the books she represents because shes found them to be effective tools for generating media attention. Danos created this one for the authors of The Hamster Revolution: How to Manage Your E-Mail Before It Manages You. How efficient are you with your e-mail? Put your e-mail efficiency and etiquette to the test with help from The Hamster Revolution: How to Manage Your E-Mail Before It Manages You by Mike Song, Vicki Halsey, and Tim Burress. Hows your e-mail efficiency and etiquette? If you check three or more of these statements, you probably need helpnow. ( I frequently use the Reply to All feature. ( I like to Cc people just to keep them in the loop. ( Most days I have a couple hundred e-mails in my inbox. ( I usually respond to e-mails right as they come in. ( I send e-mails in the heat of the momentand regret it later. ( It seems like I spend more time on e-mail than my real job. ( I check e-mail most nights and weekends. ( I send partial e-mails just to get back to people quickly. ( My e-mails turn into a chain of back-and-forth discussions. ( I rarely pay attention to subject linesmine or others. ( I dont organize the body of my e-mails in any particular way. ( A lot of my e-mails have multiple attachments. ( I wouldnt think of coaching others on e-mail. ( My e-mail filing system includes a number of overlapping folders. ( I dont associate e-mail with my professional image.  HYPERLINK "http://www.hamsterrevolution.com" www.hamsterrevolution.com Book Review Form Some media outlets are willing to use a pre-written review of your new book as long as it is written in a way that appears to be balanced and unbiased. This is most likely to happen with smaller publications that dont have large editorial staffs or budgets and with newsletters of all types. Some bloggers will run it as is but many will use your document as a starting point for their own personalized commentary. Journalists who are considering interviewing you, but not writing a review, will also read a review for background information on the book. The need for the appearance of objectivity in a review, though, means that you have to find some minor flaws to include in the review. If you cant be objective enough to do this, either dont use this tool or ask a friend or colleague to read your book and write the review for you. In fact, you will need to have a byline on your review and a short description of the reviewer, so it might be wise to ask a friend or colleague to help you by writing the review for promotional purposes. Your publishers publicist is another resource for the byline. What does objective mean? It cant read as if it was written by the president of your fan club. Sure, it can be a positive review in fact, it should be a positive review but it cant be over the top with its enthusiasm. Avoid using hyperbole and absolutes dont refer to it as the best ever, for example. An objective review will always include a negative or two but the good news is that its easy to turn a negative into a positive while still looking like youve got an unbiased perspective. For example, its possible to write, While the book doesnt go into topic XYZ in any great depth, that doesnt undermine the overall message, which is that . . . . or I would have preferred an East Coast setting for the story but the unique qualities of the Southwest seemed to work just fine too. Before using the form here to write your own review, study other book reviews to see how theyre written. There are also many professionally-written reviews available online that work as good examples. For example, AARP reviews books for a wide audience at  HYPERLINK "http://www.aarpmagazine.org/books/" http://www.aarpmagazine.org/books/. There are many sites offering amateur reviews, but those by reviewers who are paid for their commentary offer better benchmarks. Include your review in your online and paper press kits. A book review has an introduction, a discussion, and a conclusion. Keep this in mind as you write it. Your word count goal is 700 to 1,000 words (shorter is better than longer). Heres the format to follow. It will provide the necessary structure for your review. Note that there are specific tips for fiction and nonfiction. Heading. Include the book title, author, publisher, publication date, and the number of pages. Title. Give your review a summary title just as you would a magazine or newsletter article. (Here are some from The New York Times: Far From the Madding Crowd, Grrr,Sniff, Arf, Urban Is Good.) Byline. Who wrote the review for your press kit? It cant be you, even if youre the ghostwriter for someone else. Introduction. Write a short summary of the book. Include the title and author in the summary. This should be factual no opinions here. Let the reader know what the book is about so that the reader can decide if its a book shed like to know more about. Discussion. This is where we will find the real substance in the review your thoughts on the highs and lows, what intrigued you, what worked and what didnt, whether the book did what it set out to do, etc. Some topics to consider covering include: For Fiction: The books setting where, when Narrative style, tone Pacing The central conflict Character likeability or believability What viewpoint is used to tell the story How it compares to other books in the genre or to other books by the author Whether the ending felt satisfying What worked for you, what didnt How readable is it For Nonfiction: Whether the author has the right credentials for writing the book How it compares with other books on the subject What might be missing Whether the author achieved the books stated goal How readable is it Other possibilities or conclusions not mentioned in the book Which points are more convincing, which are less convincing Conclusion. Write a strong, solid, final paragraph or two telling the reader what you thought of the book. Because its your review, your opinion will be positive, but dont go overboard. Remember that some people skip to the last paragraph for a buy or dont buy opinion, so communicate why reading this book wont be a waste of time. Reviewer credit. Add one sentence about the reviewer Jennifer Nelson is the fiction publicist at Acme Publishing or Jared Brown teaches college English in Madison, Ky. Sample Book Review I wrote this review of one of my books at the request of a small business columnist at a weekly city business journal. He tweaked it a bit, and, as Randy Jackson would say on American Idol, he made it his own. The key point here is that he asked me to submit a pre-written review. I have changed the names of the reviewer and the publication to prevent putting the columnist in an awkward position. How to Get Your Business in the News By Drew Philpot Streetwise Complete Publicity Plans: How to Create Publicity That Will Spark Media Exposure and Excitement by Sandra Beckwith, Adams Media, May 2003, 341 pages The goal of Sandra Beckwiths new how-to guide for small businesses, Streetwise Complete Publicity Plans: How to Create Publicity That Will Spark Media Exposure and Excitement, is to help readers see how easy it is to generate that free news media exposure known as publicity. Publicity can, in fact, make or break a business. Its not hard to secure if you understand how the media works and what tools, tactics, and techniques to use when communicating with them. And yet, so many small businesses bemoan the fact that their competitors are getting all the media attention while they watch from the sidelines. Beckwith says that the publicity process "doesn't require fairy dust." Instead, she says, it involves having a good story to tell, packaging that story appropriately, and getting it to the right journalists at media outlets. From the basics determining your audience and setting goals to figuring out your message and knowing who needs to hear it, the book gets you started on a successful publicity campaign. After showing you how and where to start, Beckwith brings you along to the next level, where you begin to create press releases and pitch letters, write bylined articles or columns, prepare press kits, get interviewed, plan a press conference, become a public speaker, and plan, manage and sponsor a special event. The author's key message is that the media won't know how interesting your company is unless you tell them. The process begins when you examine what's newsworthy about your company. This is often challenging for business owners, Beckwith says, because whats interesting to them is not necessarily interesting to others. "Editors, reporters, and producers determine what is news or newsworthy based on their knowledge of the interests of their readers, listeners, and viewers," she writes, so "it doesn't really matter what we think is newsworthy if the gatekeeper at the media outlet doesn't agree." She suggests looking at your list of newsworthy topics and asking yourself, "So what?" If you were your neighbor, would you care? Once you have a sense of what is truly newsworthy, the book shows how to package it for presentation to the press. It offers these packaging guidelines: Use press releases for news announcements. Create tip sheets to offer advice and tips. Use a pitch letter to suggest an article idea or a news or talk show interview. Consider bylined articles for trade magazines or small local publications. Produce a press kit when making a significant news announcement involving more information than you can put in a two-page press release. The next step is to get your news into the right hands. Sometimes it's as easy as checking the masthead of the city business journal or skimming through a week's worth of daily newspapers to find out who covers your topic area. The book offers guidelines on who you will want to contact at each type of media outlet and which resources to use to find the names and contact information. While Streetwise Complete Publicity Plans teaches readers how to do it themselves, the author realizes that there are situations when outside help is needed, so she includes a chapter on how to hire an agency. She is clearly biased in favor of small agencies specializing in public relations rather than advertising agencies offering publicity services as a side business. Regardless, she says, the goal is to select the organization that has the most relevant experience and can prove it has been successful with other similar publicity campaigns. This is not a book for individuals looking for public relations theory, but it will become an evergreen resource for small business owners of all types, whether their goal is to launch a new product nationwide, secure local radio talk show coverage, or use trade media to promote a service. As their publicity needs change, they will pull this book off the bookshelf and flip to the section that serves their current business situation. It wont surprise me if it gets picked up by college professors looking for a publicity course textbook, as well. Drew Philpot is the small business columnist for the Valley Business Journal. Web Site Press Room Template Always post your books media relations materials on your Web site (or the books Web site if you have a dedicated book site) so that they can be found by journalists and others. You might be surprised at the number of media opportunities that present themselves opportunities you wouldnt otherwise have when you make these materials available online. Identify a specific section of your Web site for your press materials. Most authors and others use these labels on their toolbars: Press Room For the Press For the Media Press Kit While many publishers and publicists use a PDF file format for their Web-based press materials, PDF files are often harder to work with than text files made available on the Web page or as downloadable Word files. With some versions of Adobe Acrobat, we lose the formatting when copying and pasting the content into a Word file, which forces us to take extra time to reformat the text. Why make it harder than necessary for a journalist to copy and paste your books description or a few sentences from your bio to insert into an article, or to copy and paste your author Q&A into a blog template? You always want to make it as easy as possible to disseminate your information. In short, dont use PDF files. Heres an outline of the material you will want to include in the For the Press section of your Web site. You might not be able, want, or need to include all of these elements, but you definitely want to share an announcement press release, your bio, and the book cover. Book announcement press release. (The template is on page 8.) Author bio. (The template is on page 13.) Book cover graphic. Ask your publisher to provide this in high and low resolution formats, if possible, so that journalists who want to use it as an illustration have options. Author head shot. You want this to be as good as possible, so if you dont have a professional head shot, get one. Make sure the photographer knows you will be using it for publicity purposes so there are no usage rights issues. Request high and low resolution formats. Sample Q&A. (The template is on page 16.) Tip sheets. (The template is on page 20.) Quiz. (The template is on page 29.) Book-related press releases (other than the publication announcement release). (The template is on page 25.) Sample book review. (The template is on page 32.) Links to media interviews, articles quoting you, or positive book reviews. Been interviewed in an article thats available online, on a blog, or on a podcast? Reporters like to know that you have media experience so provide that reassurance when you can. List the article or segment title followed by the media outlet. Heres an example:  HYPERLINK "http://audiology.advanceweb.com/Article/Evaluate-Your-Expert-Position.aspx" Evaluate Your Expert Position, Advance for Audiologists As you can see, when you click on the link, you go directly to the article. Your book trailer and podcasts if you have any. While these are not media relations tools per se, a good (and short!) book trailer can provide a reporter with an overview of the book while your podcasts can help reinforce your expert positioning. They should be positioned on the page below your media relations tools. Sample Web Site Press Room There are many ways to set up your online Press Room. Jen Singer, the author of Stop Second Guessing Yourself -- The Toddler Years (HCI April 2009) and You're a Good Mom (and Your Kids Aren't So Bad Either) (Sourcebooks, 2008), uses a clean format to provide the press with helpful information at  HYPERLINK "http://www.mommasaid.net/mediakit.aspx" http://www.mommasaid.net/mediakit.aspx.  Virtual Book Tour E-mail Pitch Template Online buzz is increasingly important to a books success, especially since an Internet mention with a link to an online bookseller can provide instant purchasing gratification to the reader. This kind of chatter about books is also viewed as word-of-mouth promotion a recommendation from a friend. This is more influential than other forms of conventional marketing, including advertising and direct mail. While on a virtual book tour, an author visits specific Web sites or blogs during the course of a specified time period usually a week. At each stop on the tour, the author might be interviewed, make blog entries, answer questions from site visitors, or submit their book for review or any combination of these options. What sets a virtual tour apart from real-life book tours besides the lack of travel expense and the fact that you dont have to dress up is that once the content is posted on a Web site, its available for later access often indefinitely. This means that those who couldnt visit on the day of your appearance can still view the material any time at their convenience. Identify blogs read by your target audience (type blog search engine into Google and follow the links). Review past postings to determine which option a Q&A, book review, guest posting, etc. is the best fit for each site. Then send an e-mail inquiry to each blogger individually about three weeks before your tour should start. Use your preferred contact management system to follow-up with contacts and to schedule your tour stops. Your brief e-mail message should include this information: Your name, book title, and any special, relevant expertise. Put this in the first two or three sentences. Your proposal. Are you proposing a book review? An author Q&A with the blogger? An author Q&A with blog readers? Author postings on the blog? Something else? Timing. When is your virtual book tour? Other information that will influence the blogger. This might include links to favorable book reviews or an upcoming event that makes your proposal timely. Think in terms of what might influence the blogger to accept your proposal. Your books announcement press release. Paste this into the body of the e-mail below your signature. Its important background information that will answer many of the bloggers questions about your book. Next steps. Will you send a book if they write back saying theyd like to see it? Send a follow-up note in a few days? Make it clear who should do what next. Sample Virtual Book Tour E-mail Pitch Heres an e-mail message pitching a virtual book tour appearance for my book, Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth, and Contributions. My target audience is smaller nonprofits where the person responsible for media relations might not have much formal PR training and has other unrelated job responsibilities, too. Hi Tom, Ive enjoyed reading your blog, especially your comments about how nonprofit organizations need to be more proactive in their communications with constituents. Im the author of Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth, and Contributions, which has been well-reviewed by the media, including the influential Chronicle of Philanthropy (http://tinyurl.com/ljzhhj). Im scheduling a virtual book tour for the week of October 22 and would like to make a stop at Charity Matters if youre interested. I think an author Q&A might work best with the format youve been using, but Im open to other possibilities, too. Im also willing to respond to reader inquiries if you think thats appropriate. Ive pasted a press release describing my book below my signature, but would be happy to send you a copy of the book to help you decide if this is a good fit for you. I hope youll be interested Id love to help your readers learn more about this topic. I look forward to your response. Sandra Beckwith 585-377-2768 sb@nonprofitpublicity.com www.nonprofitpublicity.com Radio Talk Show E-mail Pitch Template Its easier to get radio publicity than most authors think. All it really takes is a timely publicity hook or angle and a short e-mail message that summarizes that angle in a way that makes a talk show host or producer think, Ive got to have this person on my show! The most important part of your pitch to a talk show host or producer (thats who you want to contact) is that news hook or angle. Its not enough to be the author of a book you need to have something timely, interesting, entertaining, and informative to say to the shows listeners. Find the controversy in your topicpresent a view that is counter-intuitivelook for ways to link your book to current headlines. Take people behind the scenes and introduce them to a world they wont have access to without you. To get started, decide which radio station format is best for your topic (Im affiliated with Mark Kayes  HYPERLINK "http://radiopublicitystar.com/bookbuzz_SPECIALOFFER_Members_ONLY.html" Radio Publicity Star audio program and companion PDF guide, which have great information about this), where you want to do the interviews (which cities/markets), and build your database of contacts. Then schedule a two-week block of time for the interviews. Two weeks before then, write your pitch using the template here and send it out to the contacts in your database. Take the time to personalize the note for each station. While personalization takes more time, it is more effective than a mass mailing. Where do you find the radio talk show hosts and producers to pitch? You can find excellent and popular resources for this in the Book Publicity Resources section at the end of this workbook. Your brief e-mail message should include the following information. Casual greeting. Complimentary opener. Compliment the host or producer (great show!) while indicating that youre familiar with the show and its format. (You can listen to many radio shows online.) Summarize the angle youre using to promote your book on radio talk shows. This should be a more broad, overview statement (People are worried about healthcare these days and Ive got the solution.). Provide more detailed information about your angle. Focus on your topics most controversial, entertaining, unusual or unexpected aspects. (Most people dont realize that manufactured pet food could actually be making their pets sick. I can explain 3 things they can do to make sure they arent hurting their beloved animals.) Provide your preferred timeframe and ask for the interview. Offer a two-week window and ask which day is best for them. Next steps. Will you follow up or do you want the producer or host to contact you? Signature. Always include a professional signature with your books title, your Web site URL, and your contact information (office phone, mobile phone, e-mail). Include your time zone to make scheduling easier for everyone. Your books announcement press release. Paste this into the body of the e-mail below your signature. Its important background information that will answer many of the producers questions about your book. Your books sample question and answer list. Paste this below the books press release. Talk show hosts rarely have time to read guests books and the questions you provide help them appear knowledgeable. Sample Radio Talk Show E-mail Pitch Heres an e-mail message pitching an interview to promote my humor book that explains male behavior to women, WHY CANT A MAN BE MORE LIKE A WOMAN? The topic a woman discussing why men do what they do or say what they say make it ideal for radio talk shows. My target audience, women in relationships, listens to radio, so its a great fit. Hi Joe, Thanks for hosting such a great show Im entertained every time I listen in! You always have such interesting guests and Id like to be one of them. My topic the lighter side of gender differences is really popular with radio talk show audiences, and I know youll want your listeners to join the fun. Im currently scheduling interviews during the next two weeks to talk about some of the entertaining topics in my popular humor book, WHY CANT A MAN BE MORE LIKE A WOMAN?, and I want to make sure I set aside time to talk to you. I find that most hosts like to talk about: Stupid Men Tricks (these are incredibly goofy things that men do but women would never do think of them as Hints from Heloise for guys) Things that annoy women the most about men What men want women to know about them The funniest things men shared with me about their behavior as I researched the book I usually get lots of phone calls from men when I do radio interviews, so if that works for you, it works for me. What morning is best for you the week of the 16th? Lets pin something down now before the calendar fills up! You can reply via e-mail or call me at 585-377-2768. Also, to help provide you with as much information as possible, Ive pasted a press release describing the book and a list of suggested questions beneath my signature here. I hope to be laughing with you soon! Cheers, Sandra Beckwith Author, WHY CANT A MAN BE MORE LIKE A WOMAN? Fairport, NY (Eastern time zone) 585-377-2768  HYPERLINK "mailto:sb@sandrabeckwith.com" sb@sandrabeckwith.com  HYPERLINK "http://www.sandrabeckwith.com" www.sandrabeckwith.com Article or Segment Pitch Letter Form Many authors forget that they can be quoted in articles or interviewed on TV talk shows as an expert long after their book has been launched. Its not hard to do this but it does take time to brainstorm article ideas, to identify the right media contacts, and to consistently put yourself out there as a possible resource. You can use a tool most writers are already familiar with a pitch letter to generate articles or segments that use you as a source. Your goal with a pitch letter when youre the expert is similar to your goal when youre the writer looking for an article assignment. You want an article or TV segment to appear, but when youre the expert/author, you want the media outlet not you to write an article or produce a segment that quotes you as an expert resource. The ultimate goal is to have your book title included as your credential. Send your pitch to a specific person, not a job title. You can get the right name by studying the publication to determine where your idea fits in, then calling to get the name and e-mail address of the appropriate editor if its not obvious. You can get much of this information online, too, from the media outlets Web site, or from media directories in the reference section of your library. Follow this format. Dear Mr. or Ms. (insert name of specific editor, not a generic title): Write an attention-getting opening paragraph. Start your letter in a way that captures the readers attention, or take a very direct and straightforward approach Here is an article idea for (section name). Explain the idea in greater detail. Make a case for the article or segment idea why will readers, viewers or listeners be interested? Include supporting information, facts or statistics that help show the importance or relevance of the proposed idea. Indicate you know the publication or broadcast media outlet youre targeting. If youre pitching a magazine or newspaper, where should this article appear in that publication? If youre targeting a TV talk show, how or where does this fit with the format? Say so: This article would fit well in your XYZ section. Write the section name here. Offer yourself as an interview source. Include your credentials your book title and other relevant information. Suggest other possible article sources. The easier you make it for the journalist to research and write this story, the more likely it is to happen (as long as its a good idea). Think in terms of the sources you would use if you were writing this article yourself. They might include other experts, a national trade association, your customers, etc. List them here. (This is not necessary for TV interviews.) If youre pitching a TV talk show, tell the producer about the visuals that would be part of your segment. Do you have props that will illustrate the segment? Would they need to shoot man on the street interviews to go with your segment? Do you have appropriate video footage they could use? List your visuals here. Include the next steps before your e-mail signature. For example: I will contact you in a week to determine your interest and answer any questions. Sample Article or Segment Pitch Letter Heres a sample letter designed to capitalize on an upcoming news event. Its written for a local newspaper but could be modified for a different media outlet, including television news. Dear Ms. Jones: Physician-assisted suicide will be making national news on June 1, when Jack Kevorkian is released from prison after serving eight years for helping his patients die. This landmark event presents us with an ideal opportunity to discuss the quality of end-of-life care in our community. Are local residents dying with dignity? Are their end-of-life wishes being followed? Or are they dying isolated or in pain? How does local end-of-life care stack up when compared to the rest of the country? Id like to discuss this important topic for a very relevant article timed to coincide with Dr. Kevorkians release. Im the local author of Death without Dignity: Whats Wrong with How We Die in America and Im well-versed on local as well as national end-of-life issues and concerns. I can also put you in touch with local residents who have had both good and bad experiences with the deaths of loved ones, as well as the executive director of the National Hospice and Palliative Care Organization, who can talk about this topic on a national level. I have attached a press release that describes my book, a tip sheet on what we can do as consumers to make sure our end-of-life care wishes are met, and a copy of a national report card that ranks states on their end-of-life care. I will call you in two days to determine your interest. In the meantime, please dont hesitate to call me at 555-1234 with questions or to send me an e-mail at DrSmith@deathwithoutdignity.com. I look forward to talking with you soon. Cordially, Mary Smith, MD Author, Death Without Dignity: Whats Wrong With How We Die in America 234-555-1234,  HYPERLINK "mailto:DrSmith@deathwithoutdignity.com" DrSmith@deathwithoutdignity.com Syndicated Article Writing Template Content syndication sites on the Internet allow authors and others to submit by-lined articles that include an author credit at the end of the article. These sites present us with a great way to spread the word about our books. Articles posted on these sites are popular with editors of electronic publications e-zines and e-newsletters and with bloggers, who use them for free content. To find the sites, type article syndication sites into your favorite search engine and follow the links. Go to each site and read some of the articles. Youll see pretty quickly which ones are useful and which ones arent and the common denominators of both. Short articles are best because most of us dont have the patience for longer ones. Bullets and numbers help us grasp information quickly. Tell us what we need to know quickly, efficiently, and knowledgeably. Some syndicators offer author guidelines; check for those first, read them, and follow the directions. All sites want your article to be loaded with useful or thought-provoking information and not self-promotional. Those that read like advertisements instead of unbiased articles get rejected quickly. Spend time writing a key-word rich title that will help search engine users find your article quickly. Heres a  HYPERLINK "http://ezinearticles.com/?Article-Marketing-and-Copywriting-Secret:-How-To-Make-Your-Article-TITLE-Sell&id=20000" great article on the importance of this along with good and bad title examples. How do you know which words people are searching for? Googles  HYPERLINK "https://adwords.google.com/select/KeywordToolExternal" Keyword Tool helps. The instructions below will help you write a short, information-packed article that will tell readers what they need to know about a very specific topic. Most sites use templates that generate required information the title, author name and e-mail address, article category, the body of the article, and the resource box (author credit) so these are included in the template below. Write a keyword-rich title. This is counter-intuitive for me, so it might be for you, too. Heres an example: Using the title-writing instructions above, I changed one of my article titles from, 6 reasons you should be writing for trade magazines to Make money writing for trade magazines. Whos the author of the article? Thats you. Type it here so you can copy and paste it into each sites form. Whats your e-mail address? If you have a Web site, use your address with your Web site URL ( HYPERLINK "mailto:author@authorname.com" author@authorname.com) rather than your generic address ( HYPERLINK "mailto:author123@aol.com" author123@aol.com). What keywords will help people find your article? List five or six. Keyword: Keyword: Keyword: Keyword: Keyword: Select a category or categories from the options on the content syndication sites. Each site has its own list of category topics such as business, food, technology, health, etc., and while some get more specific than others, the categories tend to be similar from site to site. Start by becoming familiar with the options, then list one to three preferred choices. Category: Category: Category: Write your article. While most sites let you contribute articles as long as 2,500 words, that is just too long for use in e-zines and blogs, so keep it short. Recommended length is 400 to 750 words. Write your author credit often referred to as the resource box for the end of the article. Keep it to two or three sentences and include your book title and URL. Search engine optimization experts recommend that you avoid using the same resource box each time you submit an article. Sample Syndicated Article Heres what your finished article might look like when its completed. You can find many article samples in your category by spending time on a few article syndication sites. Note that while the title is awkward, the words used receive high search volumes. Title: Writing issue opinions for publications Keywords: publicity, op-ed, nonprofit, opinion, editorial, public relations, opinion essay Categories: nonprofit organizations, public relations, PR, marketing, sales & marketing Authors e-mail:  HYPERLINK "mailto:sb@sandrabeckwith.com" sb@sandrabeckwith.com Article: Op-eds essays that appear opposite the editorial pages of newspapers are powerful communications tools for nonprofit organizations working to influence public policy or initiate change. But too many local nonprofits miss some of their best opportunities to inform readers through these opinionated essays. National headline news stories give nonprofits the hook their opinion pieces need to catch an editorial page editors attention, but nonprofits dont always take advantage of this because they cant react quickly enough to write and place an essay when its still timely. Have at least one op-ed written in advance to use when a news event brings the op-eds topic to the publics attention. When news breaks, customize it for the situation so it appears fresh and timely and send it out quickly so it can be used immediately. Here are 10 tips for writing effective op-eds you can update according to the news story for immediate publication: Read the publication youre submitting to. You want to be familiar with its style and tone as well as the types of op-eds it typically runs. Introduce yourself to your newspapers op-ed page editor by telephone or e-mail and request the publications op-ed guidelines. Then follow them. Determine your goal. What do you want to achieve through your op-ed? Do you want people to behave differently or take a specific action? Keep this goal in mind as you write. Select one message to communicate. Op-eds are short typically 800 words or less so you have room to make just one good point. Be controversial. Editors like essays with strong opinions that will spark conversation. Illustrate how the topic or issue affects readers. Put a face on the issue by starting your essay with the story of somebody who has been affected or begin with an attention-getting statistic. Describe the problem and why it exists. This is often where you can address the opposing viewpoint and explain your groups perspective. Offer your solution to the problem and explain why its the best option. Conclude on a strong note by repeating your message or stating a call to action. Add one or two sentences at the end that describe your credentials as they relate to the topic. When your issue is suddenly making headlines, write an introduction that connects the news to your essay and e-mail it to the editor quickly. Resource box: Sandra Beckwith presents publicity workshops for nonprofits, small businesses, and authors. She is the author of two publicity books, including Publicity for Nonprofits: Generating Media Exposure that Leads to Awareness, Growth, and Contributions, available at  HYPERLINK "http://tinyurl.com/ysppgl" http://tinyurl.com/ysppgl. Learn more at  HYPERLINK "http://www.sandrabeckwith.com" www.sandrabeckwith.com. Create a Sound Bite Form When your choice of words is memorable, clever, or unexpected, almost guaranteeing that it will be used, youre talking in sound bites. A sound bite is a short, catchy snippet of speech that captures the essence of your message in a way that stands out in your audiences memory. Journalists love them. Politicians are famous for them. Mastering the art of the sound bite ensures that your comment will make it into an article or onto the air. And when that comment gets included, so does the title of your book because its your credential. Your book is what gives the journalist a reason to interview you. Still, talking in sound bites isnt easy. For some of us, it takes thought, scripting and practice. Use these guidelines to write memorable sound bites youll memorize and use when talking about your book. (Heres a link to my blog Q&A on this topic, too: http://tinyurl.com/kkayry.) Watch the network morning talk shows to hear what the media-trained guests are saying that catches your attention. These guests are more likely to be the lawyers, CEOs, authors, and industry leaders youll see on the shows, not the something bad or unusual happened to me so Im on the Today Show types of guests. Write down the phrases that catch your ear. Study them. Why do they work? Identify patterns. What do the sound bites you hear have in common? You might notice: Alliteration Repetition Clever turn of a clich or common phrase Use of contrasting images What are the patterns in the sound bites youve noted above those phrases that caught your ear? Start the process by writing your message in one sentence. Play with the language to make it more memorable. Use one of the patterns identified above alliteration, repetition, clever turn of a clich or common phrase, or use of contrasting images to rewrite your message into a soundbite. Rewrite your message again, using one of the other patterns to see if one approach works better than another. Test your sound bites with a friend or colleague whose judgement you trust. Do they understand your message? Does your language choice resonate with them? Or does it confuse them? Pay attention to the feedback and make any necessary adjustments. Rewrite it here if necessary. Sample Sound Bites Here are some examples of good sound bites: President George Bush on Supreme Court nominee Harriet Miers: She is a pit bull in size 6 shoes. When it comes to cross examinations, she can fillet better than Mrs. Paul. Morgan Spurlock of Super Size Me fame commenting on Burger Kings Enormous Omelet Sandwich packing 730 calories: It should come with a $5-off coupon for your first angioplasty. Mark Twain: The lack of money is the root of all evil. Biloxi, Miss. Mayor A.J. Holloway after hurricane Katrina destroyed the Gulf Coast region: This is our tsunami. Book Publicity Plan Template A publicity plan is your blueprint for success. It will guide your book promotion activities. The plan writing process helps you decide what you want to achieve and the strategies and tactics youll use to reach your goals. Your publicity plan will be influenced by whether your book is yet-to-be published, has just been released, or has been available for some time. To keep your plan simple to write and easy to use, write it in a format that combines prose with bulleted points. The prose allows you to explain complicated situations while the bullets make it easier to list things to do in a way that makes them easy to understand and act upon. Most publicity plans contain most or all of these elements: Situation or overview Review of audiences being targeted by the publicity effort Goals Objectives Strategies Tactics Budget Timeline Using all of these elements forces you to ask the right questions as you develop the plan. Situation/Overview. In one or two paragraphs, describe your book and what makes it different from the competition. What makes it marketable? And what makes you marketable as its author? Do you have unique credentials? Have you done lots of media interviews already? Audiences. Who will buy the book? What media outlets do they read, watch, or listen to? If you want to reach married women with no children and a household income greater than $50,000, say so. The more focused you are, the more likely you are to reach the right audience efficiently. List as many as you need: Audience Audience Audience Goals: With good goals in place, you can look at each publicity tactic and ask, Does this step help me achieve my goals? If the answer isnt yes, the tactic should be removed from the plan. Goals are well-defined, but are not specific or measurable. They tell you which direction you want to go in, while your subsequent objectives will tell you how youre going to get there. Sample book publicity program goals might include: To generate book sales through increased visibility in city business journals coast-to-coast, to secure a monthly column with special interest magazine XYZ because it is read by the majority of the target audience for my book, or to use book publicity to generate paid speaking engagements. List as many as you need: Goal Goal Goal Objectives: Objectives are measurable targets with deadlines. They grow from goals; they help determine whether youre reaching those goals. Put in different terms, goals tell you where you want to go; objectives tell you how youre going to get there. Publicity objectives must be stated in very specific terms if they are to be meaningful and useful. Objectives outline: The expected accomplishment Who will do the work to make sure you succeed with that accomplishment When it will be finished How you will know the accomplishment has been achieved To establish your plans objectives, review your goals, then ask, How am I going to make this happen? If your goal is the first one listed above, To generate book sales through increased visibility in city business journals coast-to-coast, then a sample objective for this goal might be: By March 1, I will have done enough research to know the most effective tactics for getting exposure for my book in city business journals. Using measurable words allows you to monitor the progress of your activities as you work to achieve your goals. Adding deadlines helps you prioritize this work with your other responsibilities. List as many as you need: Objective Objective Objective Strategy: What, exactly, is your strategy for getting publicity for your book? Put it in a bulleted point or two. It might be to mine your own intellectual property for trade magazine articles. It might be to leverage your relationship with the daily newspapers business section editor, who lives across the street from you. Or, it might be to build your entire plan around a series of press releases because thats what you are best suited to handle. Your publicity plan strategy will reflect your big picture thinking and set the stage for your selection of tactics. Strategy Strategy Strategy Tactics: Tactics are the meat and potatoes of your plan. The tactics are the things youre going to do to get publicity. Theyre press releases, by-lined articles, virtual book tours, press kits, newsworthy surveys, and so on. Tactics are the tangibles. And the tactics you select are those that will help you achieve your goals. To select the right tactics, go back to your goals and ask yourself, What do I need to do to make this happen? Think in terms of specific activities, such as Write a New Years resolution tip sheet providing advice on how to organize your office for greater efficiency and productivity, or Identify freelance writers who write magazine articles on my books topic, and send them copies of the book with a list of suggested article ideas. List as many as you need: Tactic Tactic Tactic Tactic Tactic Tactic Budget: After you create a list of tactics you believe will work, pull out the calculator to determine which or how many of them you can afford. If your budget is limited, select those you believe will have the most impact for the least amount of money. $ _______________________________ Timeline: A timeline will help you manage the tasks and tactics included in your plan. If you want your by-lined article to appear in the June issue of a trade magazine, for example, then note both your start date at least December and your targeted publication date on your timeline. If you plan to mail one press release a month, let your timeline reflect not only that schedule, but when you need to start writing each release. Once youve created your publicity plan, incorporate the tasks and deadlines into your daily calendar so that you make certain you follow through on your assignments. Remember to reward yourself when you complete a task, particularly if its one you dislike. Use the form on the next page to create your timeline. If this format doesnt work for you, create one that does. Week/Month for ActivityActivity Sample Book Publicity Plan Heres a sample book publicity plan that author Robbie Kaplan wrote while participating in the Book Publicity 101: How to Build Book Buzz e-course. Situation/Overview How to Say It When You Dont Know What to Say: The Right Words for Difficult Times was published in 2004. I have written eight job search books, including How to Say It In Your Job Search in 2002, and this book topic, a passion of mine, easily fit the series format. There are two competitive titles but those books are more narrative. My book is user friendly, covering an overview of grief, helpful communications, and 25 difficult experiences/losses. If someone you know is grieving the loss of a pet, miscarriage, suicide, job layoff, divorce, or devastation from a hurricane, you can turn to the appropriate chapter, read an overview of the situation, learn what to say, what not to say, steps to help, whats not helpful, along with concrete suggestions and sample letters that will provide comfort. Marketability I devoted six months to book publicity and generated amazing publicity with some radio, a TV production company who contacted me and produced a 2-minute segment that aired in nationwide markets, and a quote and recommendation in Ask Amy. The books were reviewed in large and small publications (but not the long lead major ones), many newspapers, professional journals, and I got lots of expert quotes in niche magazines and newspapers. I got great results pitching my career markets with articles on when bad things happen to your colleagues, and newspaper columnists around Christmas with no holiday s from grief. Recently, the PR firm with the Hallmark account found me and asked me to be a spokesperson for their new line of Journey cards - but they decided to cancel the media tour with lagging card sales. My book sales are as low as the card sales everyone needs to know how to help but I believe people are uncomfortable with the topic. When queried on how I got interested in this topic I shared my 20+ years of experience working with job loss and how many of my clients confided other losses as well. I then launched into how isolating loss is and the importance of supporting individuals facing loss. But the introduction to my book details the deaths of my two children in infancy and how my experience taught me the importance of supporting others through difficult times and how even the smallest gesture can truly help someone heal. Some media focused on the introduction and I did interviews based on my experience. But I tried to work around this loss, not wanting to capitalize on the deaths of my children. I found the media was most receptive to the topic when facing loss themselves, for example: their mom was diagnosed with breast cancer, a father was facing declining health, an ex-boyfriend asked for support when facing a parents terminal illness. Ive also worked hard on my Amazon and B&N presence, learning how to edit and enhance their content, add newspaper reviews, and get readers to write reviews. Audiences Everyone needs my book. I have targeted individual buyers, nationwide libraries, and specific markets, such as: funeral directors, financial planners, educational administrators, doctors, trust attorneys, nurses, counselors, my religious community and other religious communities I obviously have not found my reader. I do write a syndicated online Ask the expert column on careers and the workplace and my book titles appears in my byline. I have tried my hand at personal essays on experiences that provide comfort with no success. I had difficulty with my publisher from the beginning with poor support from the in-house publicist and a lack of inventory when publicity hits (for example, they agreed to reprint before Ask Amy but didnt and ran out of books in three days). Goals To create a plan to be implemented over 12 months to better reach my audience To generate book sales through increased visibilityon blogs andthe Internet To identifydirectways to reach my readers Objectives By December 31, will have an online presence through blogs and Web sites using tip sheets, press releases, and personal entries By December 31, will gain greater visibility with buyers by booking speeches through community organizations such as the local library and Rotary By December 31, will have explored interest in pursuing radio and television interviews By December 31, will have detailed plan for magazines, journals, and newspapers for tips sheets and targeted short articles Strategy To identify existing media and publicity relationships to exploit book publicity Maximize networks to identify organizations and Web sites whose members are my buyers Utilize tips sheets and media packages to gain book exposure Tactics By August 10th, distribute miscarriage tip sheet to over 200 media outlets through Cision (Bacons) By September 15, create tips sheets for several difficult experiences and research best distribution outlets By September 15, create a focused plan, based on the tips sheets, for radio interviews By September 15, create a tip sheet for those dealing with loss on what and how to ask for help By October 1, explore blogs and Web sites to post the prior tip sheet By October 1, create a media plan for blogs and Internet sites for tips sheets and Q&As By October 1, identify contacts through SHRM (Society of Human Resources Managers) to reach the HR market By October 15, meet with a group of colleagues to review and evaluate objectives and successes of publicity plan By November 1, create a follow up plan to build on successes By November 1, explore and detail the options for speaking engagements that directly result in book sales Budget $2,500 Timeline Media and publicity blitz through September to December. Will prepare weekly goals and assessments. Book Publicity Resources Ive included resources I think will be most useful and relevant to you. I have opinions on most of them, so Ive included them in the descriptions in an effort to help you decide which ones will help you reach your goals. Im affiliated with a couple of the products mentioned, which means I get a commission on sales. I only affiliate with products I use and believe in, so please be assured that Im not recommending just anything to make change for my tall extra hot skinny vanilla lattes at Starbucks. If Im affiliated with the product, Ive included (aff) after the product link/URL so that youll know. If youve got questions about any of the products here, shoot me an e-mail to  HYPERLINK "mailto:sb@buildbookbuzz.com" sb@buildbookbuzz.com and Ill do my best to help! Press Release Distribution Services Before visiting any of these vendor sites listed below, know the media outlet categories you want to send your press release to radio, TV, daily newspapers, industry-specific trade magazines, general interest publications, womens magazines, news wires, etc. That will help you find the most appropriate and affordable option for your goals. No charge services,  HYPERLINK "http://www.bookmarket.com/onlinepr.htm" http://www.bookmarket.com/onlinepr.htm John Kremer, author of  HYPERLINK "http://www.amazon.com/gp/product/091241149X?ie=UTF8&tag=beckwithcommu-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=091241149X" 1001 Ways to Market Your Books, offers a long list of free press release distribution services at  HYPERLINK "http://www.bookmarket.com/onlinepr.htm" http://www.bookmarket.com/onlinepr.htm (scroll down). I have never used any of them. PRWeb International, HYPERLINK "http://bit.ly/la8yCH"http://bit.ly/la8yCH (aff), 866-640-NEWS PRWeb International is the service I use when sending out press releases because its affordable and I get good results. Theyve recently redesigned the site to make it easier to use, which is good news (it wasnt as intuitive as it needed to be before). Most people can get what they need by spending just $80 but there are more expensive options, too. Cision (formerly Bacons),  HYPERLINK "http://tinyurl.com/6p44gc" http://tinyurl.com/6p44gc, 800-621-0561 Cisions e-mail news release distribution service is one of the most cost-effective for mass mailings. The cost to send an e-mailed news release is a minimum of $100. To put that in perspective, the cost to send a release to all U.S. daily newspapers with circulations greater than 50,000 is about $125 (base price is 55 cents per publication). Cision will send you a media catalog that allows you to select the outlets for your distribution list. You can also send them a list of publications you want and let them find the appropriate contact name, e-mail, etc., in their database. Dont bother going online for this one theres not much there. Call and ask to speak with a distribution representative instead. It is one of the best resources available for assembling and distributing paper press kits. Majon International,  HYPERLINK "http://www.majon.com" \t "newpage" www.majon.com, 805-528-2100 This service distributes releases electronically to a targeted list drawn from a database of 180,000 plus outlets. Ive heard from authors who said Majon makes editorial changes to releases and doesnt show them to the sender, which concerns me. Plan on spending around $270. News Media Connection,  HYPERLINK "http://www.newsmediaconnection.com/services.htm" \t "newpage" http://www.newsmediaconnection.com/services.htm, 510-339-1625 This service is useful for mass mailings to consumer media outlets when you don't want to add any qualifiers, like the circulation size of the daily newspapers you're sending to. It's not a good option if you want to send to trade magazines. Media release prices start at $240. Send2Press,  HYPERLINK "http://www.send2press.com/PRservices/pricing.shtml" \t "newpage" http://www.send2press.com/PRservices/pricing.shtml, 866-473-5924 The Send2Press distribution service most comparable to the example provided in the Cision description (daily newspapers) includes other media outlets and costs $223. Its lowest rate $110 and highlighted on the home page is for releases sent within a state. State lists are most useful for press release distribution related to a regional book. PRNewswire,  HYPERLINK "http://toolkit.prnewswire.com/entrepreneur/" \t "newpage" http://toolkit.prnewswire.com/entrepreneur/, 888-776-0942 PRNewswire is a members only service that usually costs small businesses $150 annually, which includes a listing in ProfNets expert database. However, thanks to Entrepreneur, you can get a free one-year subscription at the link above. (Learn more at  HYPERLINK "http://www.entrepreneur.com/services/detail/0,4679,296633,00.html" \t "newpage" http://www.entrepreneur.com/tools/detail/157098.html.) You pay per release; the standard news release that runs about 400 words can be sent to all media in your state, plus relevant trade publications, and also distributed to more than 3,800 Web sites, online services and databases for $180. If targeting a national audience, you can send to more than 22,000 media points across the country for around $680. (Kaching.) PitchEngine,  HYPERLINK "http://www.pitchengine.com/index.php" http://www.pitchengine.com/index.php PitchEngine.com distributes social media releases, with links, video, etc. to social media sites. Its an excellent resource for a wide-scale campaign but with an annual fee of $550, its a better tool for PR firms that are constantly sending out releases. You can try it free for 30 days meaning, you can send a release through the service and have it hosted on the PitchEngine system (which is how this works) for 30 days at no charge. After that, you pay for it to remain visible or it disappears. Compiling Media Lists Sometimes it makes sense to create and maintain your own media database, especially if its a small, targeted list. Media contact information is available from a number of print and online resources. The reference desks at most libraries carry a set of my favorites, the Bacons Media Directories (one each for magazines, newspapers, radio and TV/cable). Others include Burrelles Media Directory, Gale Directory of Publications and Broadcast Media, and Gebbie Press All-In-One Media Directory. Here are other resources for media lists: U.S. Newspaper List,  HYPERLINK "http://www.usnpl.com/" \t "newpage" http://www.usnpl.com/ Buy a set of daily newspaper mailing labels for $70 for all 50 states or $30 for one state at  HYPERLINK "http://www.usnpl.com/" \t "newpage" http://www.usnpl.com/. (The site also provides links to newspaper Web sites, which often contain contact information.) Radio Locator,  HYPERLINK "http://www.radiolocator.com" \t "newpage" www.radiolocator.com Compile your own radio station media list by typing zipcodes into the site's search engine and following the links. It's great if you're looking to develop a local or regional list, but you don't want to use it for a national mass mailing. The site has links to more than 10,000 radio station Web sites and 2,500 audio streams. Alex Carrolls radio station database, HYPERLINK "http://bit.ly/kTewiS"http://bit.ly/kTewiS, (aff) If youre planning an ongoing radio campaign meaning, you plan to pitch yourself as a radio talk show guest month after month (which is a great idea for some authors) consider investing in Alex Carrolls radio station database at  HYPERLINK "http://tinyurl.com/245uld" \t "newpage" http://tinyurl.com/245uld. The cost is $400; my thinking is that its worth it only if you will use it at least twice. Its also a good investment only if youre looking at national, not local or regional, exposure. Expert Identification Help A Reporter Out (HARO),  HYPERLINK "http://www.helpareporter.com" www.helpareporter.com Publicist Peter Shankman's free service, "Help a Reporter Out," is getting good reviews from the journalists (including me!) who have tried it. Here's how it works: Journalists post a query for sources expert or otherwise. Shankman sends the inquiries into an e-mail message sent to subscribers three times daily. Subscribers contact journalists directly when they can help. ProfNet via PRLeads,  HYPERLINK "http://www.prleads.com" \t "newpage"  http://tinyurl.com/md498z (aff) ProfNet connects journalists with experts. A journalist uses ProfNet by posting a query describing his/her interview needs; public relations practitioners who subscribe to ProfNet receive the queries via e-mail and respond to those where their clients or companys expertise matches the journalists needs. ProfNet allows authors to subscribe and receive these leads only via its reseller, HYPERLINK "http://tinyurl.com/md498z"PRLeads.com. With the PRLeads service, you receive only those queries that match your topic expertise. The fee is $99 per month, which is quite a bit less than the monthly cost of an annual ProfNet subscription. For that fee, youll receive queries on an ongoing basis from reporters at magazines and newspapers as well as TV and radio programs. This price also includes a listing in ProfNets online expert database, which journalists often use to search for experts (without posting a query). Yearbook of Experts, Authorities, & Spokespersons,  HYPERLINK "http://www.expertclick.com/informationkit" \t "newpage" www.expertclick.com/informationkit Call yourself an expert by advertising in one of the most credible expert resources for journalists. Ad costs for the annual directory vary by size, but include a listing in the online database with a link to your Web site. National Talk Show Registry,  HYPERLINK "http://www.953info.com/ntsgr/" \t "newpage" www.953info.com/ntsgr/ The National Talk Show Registry links talk show producers and journalists with people who have a story to tell (including Jerry Springers guests). Apply to the online directory for just $25; you will be asked to submit a no-more-than-400-word description of what youre qualified to discuss on television. Authors and Experts,  HYPERLINK "http://www.authorsandexperts.com" \t "newpage" www.authorsandexperts.com AuthorsandExperts.com positions itself as a resource for content experts seeking media interviews and speaking engagements. A six-month listing costs $99. Before signing up, query a few members about whether they got their moneys worth. The sites owner is in the book publishing and promotion business. Expert Source,  HYPERLINK "http://www.businesswire.com" \t "newpage"  http://tinyurl.com/2gbh5 This service of Business Wire, a press release distribution service specializing in business news, comes with a Business Wire membership. It is similar to ProfNets expert database which comes with a PRNewswire membership which is also free if you go through the Entrepreneur link offered above. Getting on Radio Radio-TV Interview Report,  HYPERLINK "http://bit.ly/exSlM1" http://bit.ly/exSlM1 (aff), 800-553-8002 Radio-TV Interview Report is a collection of advertisements promoting authors, speakers and other experts. It is published three times a month and mailed to more than 4,000 radio/TV producers across the U.S. and Canada. Each issue lists 100 to 150 authors and other spokespeople available for telephone and in-studio interviews; issues are often compiled around a theme. I have used it several times quite successfully because my topic at the time, the lighter side of gender differences, was well-suited to talk shows. A half-page ad run one time costs $877; a discounted three half-page ad run costs $1,791. RTIR staff-written ads (at no extra charge, so take advantage of this service!) will get your phone ringing if you truly do have something interesting to talk about on radio or television. Radio Publicity Manual,  HYPERLINK "http://tinyurl.com/245uld" \t "newpage" http://tinyurl.com/245uld (aff) Alex Carroll offers his Radio Publicity Manual e-book for $49. He also sells a radio database; get the book and the database for $397. You probably wont get your moneys worth out of the database if you dont read the book. All that aside, at a minimum, sign up to get his list of the top 20 nationally syndicated radio talk shows. That will get you on his mailing list and youll receive free radio publicity tips via e-mail. Theyre helpful. Other Million Dollar Author Club,  HYPERLINK "http://www.bookmarketingupdate.com/?11439" http://www.bookmarketingupdate.com/?11439 (aff) The Million Dollar Author Club from Steve Harrison at Bradley Communications includes the monthly newsletter Book Marketing Update and a companion author interview on CD. The heres how to do it information in the newsletter, which includes articles, mini case studies, and information on media outlets, is timely and helpful, and I enjoy listening to the inspirational stories offered on the CD. The instructional content of the newsletter reinforces what I teach in my Book Publicity 101 courses, so I am comfortable recommending it. About the Author Sandra Beckwith spent the first 20+ years of her career as a publicist, winning several national and local awards for consumer product publicity programs she created and executed. She has helped launch and sustain books, beverages and a wide range of other products using media relations tools that include press tours, special events and online marketing. Sandra now uses her experience to help others discover how to generate publicity for their books, products or services. She teaches the popular e-course, Book Publicity 101: How to Build Book Buzz, and publishes the free book publicity e-zine, Build Book Buzz. She is also the author of Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth, and Contributions (Kaplan Publishing, 2006) and  HYPERLINK "http://www.amazon.com/exec/obidos/tg/detail/-/1580627714/ref=ase_beckwithcommu-20/104-0209921-3875932?v=glance&s=books" \t "_blank" Streetwise Complete Publicity Plans: How to Create PublicityThat Will Spark Media Exposure and Excitement ( HYPERLINK "http://store.yahoo.com/adamsmedia/streetcompub.html" \t "_blank" Adams Media 2003). Sandras Build Buzz blog at  HYPERLINK "http://buildbuzz.blogspot.com" http://buildbuzz.blogspot.com provides authors, nonprofits, and small businesses with publicity-generating tips and ideas. A popular speaker on publicity topics, Sandra has presented workshops on book promotion at the annual conference of the American Society of Journalists and Authors and the Writers Institute at the University of Wisconsin, Madison. She also leads workshops on publicity for nonprofits and small business publicity. Sandra is a recipient of the coveted Silver Anvil award the public relations industrys equivalent of the Oscar for the international publicity she generated for a subscription newsletter she created. (The priceless media exposure garnered during the newsletter launch led to a book contract for WHY CANT A MAN BE MORE LIKE A WOMAN? published by Kensington in 1995.) In addition to a second national publicity award and several regional awards, she received a career achievement award from her local Public Relations Society of America chapter when she was just 42, making her the youngest and first female recipient of the award. Sandra uses her degree in public relations and journalism from Utica College of Syracuse University to write articles on small business and other topics that interest her for a wide range of consumer, trade, corporate, and custom publications. Introducing two exciting buzz-building workshops for authors! Book Publicity 101: How to Build Book Buzz is a dynamic, highly-interactive four-week online course offered in partnership with Freelance Success, the popular subscription newsletter and online community for established nonfiction writers. You will learn how to get and keep your book in the news. Weve had lots of exciting author success stories coming out of this course during the past few years. (Register at http://buildbookbuzz.com/how-to-build-book-buzz-workshop/.) Book Publicity 101: How to Build Book Buzz for Self-Published Authors is a specialized course for self-published authors. It features all of the instruction and assignments from the original course as well as specific instructional materials and assignments on how to introduce your book when it's published. Extra materials are essential for self-published authors because unlike writers using traditional publishers, you need to build your own media lists, write your own media materials, and send review copies yourself. This course teaches you how, but it also teaches so much more! (http://buildbookbuzz.com/self-published-how-to-build-book-buzz-workshop/.) All students will learn how to: Create a book publicity blueprint that makes the most of your available resources Craft the most compelling media materials needed to generate results Conduct a virtual book tour with bloggers who can help you build buzz quickly Employ the media relations tools that will take you the farthest fastest Discover how to use social networking to publicize your book Prepare for media interviews print, broadcast, online Generate high-impact radio interviews Build an author Web site that supports book sales and other goals And much, much more Students in the course for self-published authors will also learn how to announce your book professionally and successfully to the media and other key communities Heres how the course works: Its taught in a forum format, with lessons and homework assignments posted online in a private, password-protected forum. The forum is very easy to navigate and use. After reviewing instructional materials and resources, students complete and post weekly assignments that help them discover how easy it is to create book buzz. I provide very specific and constructive feedback on the homework so that students leave the course with actual tools they can use to generate buzz. Student interaction on the forum enhances the learning experience by offering fresh perspectives and new ideas for all participants. A free-for-all Q&A corner lets students get answers to questions not covered in the course materials, making this a highly-personalized learning experience for nonfiction and fiction authors. Heres what students have said about the course: For me, writing my book was the easy part promoting it was a whole different ball game. Fortunately, Sandra Beckwith is the ideal coach. Her book publicity course offers a perfect mix of practical tools, creative ideas and unfailing encouragement and support to help authors learn to make the most of each and every opportunity to get their books known. I highly recommend it to any author first time or veteran. Dara Chadwick, author, Youd Be So Pretty If: Teaching Our Daughters to Love Their Bodies Even When We Dont Love Our Own There is so much information out there about what authors ought to do to promote their books, it can feel overwhelming! Sandra Beckwiths Build Book Buzz course can help you cut through the noise and figure out what makes sense for you. Sandras students learn by doing and benefit from her excellent judgment and in-depth experience. Youll come out of the course with a do-able promotion plan that fits your skills, resources, and needs. Eileen Kennedy-Moore, PhD, author, SMART PARENTING FOR SMART KIDS: Nurturing Your Childs True Potential and WHAT ABOUT ME? 12 Ways to Get Your Parents Attention Without Hitting Your Sister Taking Sandras workshop was the most important step I took in my book journey, second only to the writing of the book. Book Publicity 101: How To Build Book Buzz is a must for every new author as well as for those with a dozen books to their credit. These days, authors whose books are being carried by major houses as well as those who are self-publishing, need to know how to promote and market their books. With her background and expertise in both writing and publishing, Beckwith is an instructor extraordinaire, giving her students hands-on experience in generating media exposure for their books. When you add to this the personal attention and wise counsel she gives to each student and the generous sharing of information and ideas from the other members of the workshop, you get an online experience that is an incredible value and one that definitely should not be missed by any author! Vivian Kirkfield, author, SHOW ME HOW! BUILD YOUR CHILDS SELF-ESTEEM THROUGH READING, CRAFTING AND COOKING This has been fantastic! I am now a follower and a believer. Thank you taking the time to personally work with each of us. I am very happy you have me thinking like a marketer. Karen McCullough, author, The Seven Women Project: Your Personal Guide to Success in Work, Play and Dress You deliver so much value, and I LOVE the personal interaction! Liliane Grace, author, Australias bestselling The Mastery Club You are worth your weight in gold! Eitan Schwarz, MD, author, Kids, Parents, and Technology: An Instruction Manual for Young Families Dont miss this opportunity to learn with other authors in a fun, supportive environment. Youll discover valuable strategies, tools and tactics while you connect with others who will enhance your career. Got questions? Need a referral to a good publicist? E-mail me at sb@buildbookbuzz.com!     PAGE  Build Book Buzz Publicity Forms and Templates PAGE  Build Book Buzz Publicity Forms and Templates Learn more about Book Publicity 101: How to Build Book Buzz courses at  HYPERLINK "http://www.buildbookbuzz.com"  http://www.buildbookbuzz.com/workshops/book-publicity.htm!  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