Media Relations Campaigns — Nailing down media doesn’t have to be a mystery. That’s where we come in. Generating effective media attention for a book (or product) requires a unique game plan. That’s why we work closely with our clients to create individually tailored publicity campaigns designed to obtain the most media exposure possible for the client. We employ all modes of communication (traditional and emerging) to reach the target audience and ignite visibility. Our campaigns vary in length and include strategy development, press material creation, media pitching and placement.

Blog Tours – A blog tour is a modern-day alternative to the traditional book tour. During a blog tour, PR by the Book rallies a community of bloggers to post reviews, Q&As and other related content about a new release within a defined period of time (usually 1 week, coinciding with the pub date or another timely calendar event). In return, bloggers are often allotted additional copies of the book to give away to their readers. The purpose? To create a controlled surge of online buzz (and increased SEO) about your book. The impact? Increased visibility in the heavily-frequented book blogosphere.

Authors are advised to Tweet and Facebook-promo the tour, telling fans and potential readers: “Visit these participating blogs next week to follow my tour!” Read more about blog tours in this New York Times story: http://www.nytimes.com/2007/09/02/fashion/02blog.html.

PR by the Book requests a minimum of 8-weeks lead time to prepare a blog tour.

Bookstore Event Planning — Fact: setting up bookstore events is time-consuming. And unless you know the right people, it can be an uphill battle, too. That’s why we utilize our relationships with the nation’s most desirable (and off-the-beaten path) bookstores (and other retail outlets and event locations) to open doors for our clients. Our bookstore event service ultimately provides our clients ever-important opportunities to meet readers and bookstore staff face-to-face.

This service is priced per market and for an additional fee, includes event publicity.

Online-only Media Campaigns — PR by the Book not only works to maintain long-standing valuable contacts with Internet media across the country on a daily basis, but is also on the cutting edge of ezines, blogs, blog hosted radio shows, podcasts and other rising stars of the Internet. Our customizable online-only campaigns allow us to obtain emerging exposure for you at a smaller budget than the full-scale campaigns.

Custom Press Kits — PR by the Book press kits are available in hard copy and PDF and include the following, depending on client needs: AP (Associated Press) press release for print media, broadcast press release for radio/TV, media advisories for event promotion, one-page biographies, sample interview questions, sidebars, excerpts, tip sheets and other accoutrements. The pieces can also be used for websites and book back cover copy.

Constant Connections Campaign — Publicity can ignite visibility, but how is it sustained? As part of our PR maintenance campaign, we’ll include you on our “Experts List” which is shared with our media friends daily. We’ll continue to scout media queries on your behalf, look for expert source opportunities and continue to pitch you to media when we come across those opportunities. This campaign is only offered as a follow-up to a full-scale or tour campaign.

PR/Literary Consulting — Books, e-books, vooks, what? The rules of the game when it comes to publishing in America are rapidly evolving. That’s why it’s important to rely on an advocate to coach you along from manuscript to finished book. PR by the Book has consulted many authors and small publishers on PR plans, launch dates, strategy and publicity execution. You’ll be guided through the often-complicated process with strategy development, press material generation, and book promotion advice, among other types of consulting.

• Ghostwriting: Non-fiction, memoir
• Book development: Creating outlines for your book, chapter descriptions, content reviewing and offering notes on first drafts
• Speech Topics and Speech Writing: Helping authors turn their books into speaking topics
• Simple Book Trailers: Writing and producing straightforward book trailers on Animoto.com
• Message Development: Evolving the way you speak publicly about your book

Social Media Coaching or Maintenance — In today’s media market, one of the most crucial components of your author platform is social media. As more traditional media outlets close and more consumers turn online for both news and products, getting quality exposure is less about print-only reviews or broadcast-only interviews; it’s about being readily searchable online. PR By the Book can give you the tools for a sustainable social media platform.

Our social media coaching includes blog set-up (with sample posts and an optional editorial calendar to get you started), a Twitter tutorial (including information on how to connect with others in your field, how to follow the “Rule of Thirds,” and how to link your posts on Twitter to drive more traffic to your blog), and Facebook Fan Page set-up (then how to maintain it) and Facebook Groups training (how to expand your potential readership).

Media Training – Getting media exposure begins with getting booked for an interview. To get the most out of them, it’s vital for you to know how to talk about your book, brand, or product with purpose and meaning. We love getting interviews set up for you, and we don’t stop there. We teach you how to use every second of your media exposure as effectively as possible. PR By the Book can give you the tools to speak with passion and poise. We offer media training for:

• Non-fiction authors
• Experts in Business, Women’s Issues, Health, Parenting, Culture and More
• Novelists
• Self-Help/Personal Development Professionals
• Newsmakers

Training includes:

• Foundational Messaging Work (getting to the heart of what you do and how you do it)
• Soundbite Mastery (building core soundbites that can be used to connect with your audience in multiple settings)
• Delivery Tools (how to come across authentically in everything from attire to hand movements)
• Mock Interviews (we’ll ask you all the questions you do and do not want to be asked to make sure you can nail the answers)

Are you an entrepreneur? Do you have a business that needs media attention? Do you have a product that the world needs to hear about? How are you getting the word out?

Never underestimate the value of publicity for a business, product, or expert.

PR by the Book offers media relations campaigns and services for businesses as well as speakers, experts, products and events. We have successfully promoted businesses and products in the following arenas: fashion, jewelry, upscale pet products, computer games, parenting products, food services, online photo services and senior products, to name a few.

PR by the Book realizes that every business has different needs that can range from an in-depth publicity campaign to specific al la carte media services. Here are some of the services offered:

Media Relations Campaigns — PR by the Book, LLC offers 4-12 month publicity campaigns, strategically outlined to obtain the most media exposure possible for your business, product, or event. Campaigns include strategy development, writing press materials, media pitching, scouting journalists’ queries, follow up, interview booking and media story placement.

Print Campaign
Some of our business clients feel that print media (magazines, dailies, weeklies) is the best medium for them to get the most exposure. Therefore, we offer print-only campaigns for businesses and product exposure.

Online-only Media Campaigns — PR by the Book not only works to maintain long-standing valuable contacts with Internet media across the country on a daily basis, but is also on the cutting edge of ezines, blogs, blog hosted radio shows, podcasts and other rising stars of the Internet. Our customizable online-only campaigns allow us to obtain emerging exposure for you at a smaller budget than the full-scale campaigns.

Development of Press Materials — PR by the Book creates press materials that are specific to your media needs. Press kits may include: An AP (Associated Press) style release, broadcast releases for radio and television, online press pitches, media advisories, a one-page bio or company backgrounder, a fact sheet and a list sample interview questions.

Constant Connections Campaign — Publicity can ignite visibility, but how is it sustained? As part of our PR maintenance campaign, we’ll include you on our “Experts List” which is shared with our media friends daily. We’ll continue to scout media queries on your behalf, look for expert source opportunities and continue to pitch you to media when we come across those opportunities. This campaign is only offered as a follow-up to a full-scale or tour campaign.

PR Consulting — Consulting services include: strategy development, press material generation, and event promotion advice, among other types of consulting. Over the years, we have consulted many experts, small to mid-sized businesses and entrepreneurs on PR plans, events, strategy and publicity execution, among other topics.

Social Media Coaching — In today’s media market, one of the most crucial components of your platform is social media. As more traditional media outlets close and more consumers turn online for both news and products, getting quality exposure is less about print-only exposure or broadcast-only interviews; it’s about being readily searchable online. PR By the Book can give you the tools for a sustainable social media platform.

Our social media coaching includes: blog set-up (with sample posts and an optional editorial calendar to get you started), a Twitter tutorial (including information on how to connect with consumers, how to follow the “Rule of Thirds,” and how to link your posts on Twitter to drive more traffic to your website), and Facebook Fan Page set-up (then how to maintain it) and Facebook Groups training (how to expand your potential readership).

Media Lists — For any client’s message to reach the right audience, you first have to set your sights on the most appropriate media outlets. It starts with creating a targeted media list. PR by the Book can identify and recommend specific target media for you using a myriad of professional PR resources, including our own homegrown PR by the Book database.

Editorial calendar search — Finding creative ways to make your product or business relevant and timely to the media is key to getting great coverage. PR by the Book will comb editorial calendars of key media outlets for topics relevant to your business or product. Magazines want publicists to pitch them stories that align with what they are already scheduled to cover in their editorial calendars.

Media Pitching — Our publicists creatively pitch your story or product to key print, radio, TV and online media outlets. They land smart media placements for PR by the Book clients through a combination of their long-standing media relationships and daily research to uncover new, emerging outlets and channels. They employ all sorts of strategies to connect with media every day: specialized list pitching, personalized email, phone calls, in-depth research, more emails, more phone calls, social media connections and the company’s Experts List.

Journalist queries — PR by the Book subscribes to several resources that allow us to comb through journalists’ queries on a daily basis, looking for stories that fit with you and your topic. We have a very high success rate in scoring print media for our clients through responding to these queries.

Custom Press Kits — PR by the Book press kits are available in hard copy and PDF and include the following, depending on client needs: AP (Associated Press) press release for print media, broadcast press release for radio/TV, media advisories for event promotion, one-page biographies, sample interview questions, sidebars, excerpts, tip sheets and other accoutrements. The pieces can also be used for websites and book back cover copy.

These days, many of our clients are interested in reaching more media, fans, and influencers through social media tools: Twitter, Facebook, a personal blog, and more.

In addition to keeping them current on trends in their expertise area, clients also like the growing platform that social media yields: A platform that lasts long after their campaign wraps, and ensures continued, meaningful conversation with their consumers.

To get there, we take 4 steps:

1. PLATFORM BUILDING: We clarify and define your brand, help you find your voice, and discuss your messaging goals for the greater public. This might include modernizing your brand/message to make it more contemporary.

2. TWITTER, FACEBOOK AND BLOG SET-UP: One of the most important things you can do for your product is create an online persona, complete with “real time” messaging. We will create your Twitter account, create / expand your Facebook page, and set up your blog (linking it to your existing website). We’ll use both visual and textual elements to communicate your messaging goals, and will make sure your branding mark is made.

3. CONTENT PRODUCTION: Until you’re ready to take the reins, we will be your social media voice. As we connect your product to the current media cycle, we will blog, Tweet, and Facebook post items that are true to your message.

This breaks down to three blog posts/week, and augmenting its traffic with Twitter and FB outreach. Running giveaways on the blog, taking polls, posting trivia related to your business, etc. are all additional blog post options.

We will also devote a certain number of Tweets / FB updates to your social media activities each week, or if appropriate, each day.

4. PLATFORM EXPANSION: After setting up your networks, we will leverage them for share-ability: In other words, we’ll tackle the “social” part of social media. This involves creating a blog roll on your blog, reaching out to other bloggers for guests posts and product mentions, increasing your number of FB fans and Twitter followers, and extending social media outreach where needed. Our goal is to build a community, with you at the center.

Time Needed: 20 hours per month, minimum length two months.

At the end of your campaign, you can take over the content production for all social media avenues, or keep us on to be your virtual voice.

Related reading on topic: Questioning old industry standards: Don Draper, social media, and you