This month, we’re continuing the conversation concerning how a strategic PR campaign can help increase book sales and awareness of its author. Knowing that new and little-known authors face unique challenges in establishing their presence in the saturated market, today, we’re sharing proven tips for attaining PR coverage for up-and-coming writers.
Show the Author’s Story
Readers love to purchase from their favorite authors not merely because they anticipate each new book release but because they admire and are loyal to the writer behind them. For new authors especially, it is crucial to begin creating that writer-reader connection by seeking to share the author’s personal story. Stories are the gateway to connection. Before a reader has had their chance to consume the plot within the author’s book, they may be more likely to learn the writer’s story, which will ultimately compel them to want more material from that individual.
An effective PR book campaign for a new author will identify what parts of the author’s story would stand out to media and target audiences. Perhaps the author in question has an impressive education, interesting career background, bold beliefs, dynamic research or writing process, or has overcome obstacles or difficulties with the potential to inspire. Whatever the story may be, ensure that the story of the author is publicized just as, if not more consistently, than the story of their book itself.
2. Go Local
For new authors, appearances with local media can be an incredibly effective way to grow one’s readership.
Along with creating connections by sharing the author’s story, finding commonalities between the author and its readership is another powerful way to cultivate that connection and drive interest. Working with the author’s local media will help to establish that commonality as viewers become more aware of the author as a rising, local writer from their beloved hometown.
Begin by pitching local podcasts, radio shows and TV news networks with the author’s story from a localized angle to kick-off an excellent PR book campaign.
3. Hone the Hook
Just as your pitch for securing coverage with local media ought to have a local angle, your hook should be uniquely honed for every kind of coverage you seek. This is where different parts of the author’s story may come into play as you seek to appeal to their target readership.
Another way to help hone the hook is by narrowing down talking points for the book, which we expounded on in last week’s blog. Before making any media appearance, the author should consider which talking points about their book would be best suited for the audience in question.
Next week on the blog, we’ll be discussing how a strong social media strategy can take your PR book campaign to the next level. Let us know in the comments: which of these strategies has proven to be especially beneficial in your author-focused PR efforts?