“Can you get me on Oprah?” As a book publicist, I must have heard that line a hundred times. And while the Oprah Winfrey Show may be off the airwaves now, many authors are still hopeful that their book will grab headlines and land them on top-rated shows. Of course, this isn’t always possible. As a publicist I could never guarantee how much media attention a book will receive, but I have found ways to increase the odds in my authors’ favour. Here is what I look for when assessing a book’s media potential.
- Back to the basics – Is the book well written? If I can’t put it down or it’s jam-packed with valuable, easily digestible information that makes me say, “Wow, I didn’t know that!” then we’re off to a good start.
- Looks matter – Does the cover catch my eye? The reality is that we do judge a book by its cover. With hundreds of books competing for the media’s attention at any given time, the cover should be well crafted and striking; otherwise it could be passed over for something more interesting.
- A good “hook’” – Does the book offer a fresh perspective or raise provocative questions on a hot topic or trend? Can its premise be tied to any stories currently being covered in the news? A new book is not newsworthy in itself – there needs to be an angle. When I’m pitching to the media, whether it is radio, print, or television, I think about what makes the book relevant and what will interest their audience.
- Expert advice – Do you have the professional and educational chops to be an expert on the topic addressed in the book? As a book publicist, it’s my job to “pitch” why the author is qualified to provide readers, listeners or viewers with meaningful information. If a real estate agent writes a parenting book it will be tough to compete with a renowned psychologist who’s just released a book on the same topic. Enough said.
- A good talker – Would you prefer to be behind the screen rather than on it? If you’re an energetic and engaged speaker who knows how to speak in sound bites (powerful, concise messages) then you are what we in the biz call “media savvy.” That’s a good thing. If you’re not, don’t worry–it’s a skill you can learn.
- Timing is everything – Will a major event consume the media’s attention just as your book hits the shelves? Sometimes good books are released at a bad time. I didn’t pitch any books to the Vancouver media during the 2010 Winter Olympics nor do I try to compete with the hundreds of authors who attend the Vancouver Writers Fest every October. There are external circumstances that can hinder the effort – it’s essential to consider them before investing the time and money into a publicity campaign.
Are you looking for press? To find out how your book’s media potential stacks up, talk to a publicity person at your publishing company or consult an independent book publicist.
Maggie Langrick founded LifeTree Media to fulfill a long-held dream to lead a company dedicated to aiding personal growth and conscious communication. A compulsive word nerd and cheerleader for the human race, Maggie thrives on a balanced diet of yoga and ribald humour.
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