So, here’s where publishers and I usually differ, whereas most publishers pitch the book, I prefer to pitch the author. I have had quite a few heated discussions with publishers about this approach. I understand their perspective, they published the book and that’s what they want to promote. The only problem with that approach is that it’s wrong. Pitch your book and you have a certain number of stories and media hooks, pitch yourself, your life experiences, your anecdotal stories and your book and you’ve suddenly broadened the bulls eye.

Remember, when it comes to landing media coverage, it still all comes back to the media hook, to offering them a strong story. It’s the story that will interest the press. Don’t simply send out your book and information to the media, thinking that they’ll be so knocked out by your writing or the book’s subject matter that they’ll be clamoring to interview you. It seldom works that way. Develop hooks and story ideas that you can use to spotlight your book. If your book is non-fiction or a how-to this becomes a much easier task. We have represented authors who have written books on fashion, beauty, health, relationships, sex, and a variety of other topics.

Even though we focus on the books in our campaigns, we do not limit ourselves to the book exclusively. Our objective remains the same: to establish our clients as experts in their field. The book becomes a part of the story, but it never defines the entire campaign. If you can place an article in a magazine or a segment on a talk show that revolves specifically around your book, you’ve hit pay dirt. But that’s not always an easy task. Certainly pitch your book as one of your hooks, but don’t limit your campaign. Come up with other story ideas which can include your book, but do not revolve specifically around it.

For example, we worked with a psychotherapist who wrote a book on how to save a troubled marriage. Although we included the book in all of our pitches, the focus remained on the psychotherapist’s expertise in relationship issues. We pitched the women’s magazines and talk shows, relationship-oriented stories in which our client could appear as an expert. The media reacted well to our pitches and interviews were scheduled. Although some of the stories were about marriages and romantic relationships, others were about other types of relationships, such as parent child relationships or sibling relationships.

Even though those issues did not revolve specifically around the topic of our client’s book, she could expertly address them. When she appeared on talk shows, our client was introduced as the author of her book and was asked questions about her book during the interview. Although the shows themselves did not always revolve around the book, the book and client were always highlighted. If we had insisted on segments or articles that only featured or revolved around the book, we would have severely limited the media opportunities. We were branding her as an expert. Whenever she was interviewed, she discussed her book, which garnered her book more coverage and led to more media specifically focused on her book. The approach worked.

So, broaden your media horizons. Make a list of all the potential story ideas about you, your journey and your book and start writing again – writing press releases that is.

Copyright © Anthony Mora 2008
For further information visit this web
Anthony Mora began his media career as a journalist and magazine editor. In 1990, Anthony formed Anthony Mora Communications, Inc., a Los Angeles-based public relations company that has placed clients in: Time, Newsweek, 60 Minutes, CNN, USA Today, Oprah, The New York Times, Vogue, and other media. Anthony, who is the author of “Spin to Win,” has been featured in: USA Today, Newsweek, The New York Times, , The Wall Street Journal, The BBC, CNN, Fox News, and other media outlets.

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Tags: media relations, media, pitch, story, news

PR professionals have taken a lot of heat lately for the ways they pitch stories to bloggers. Some bloggers do not want to be solicited to by PR companies and their stance is understandable.

However, PR does serve a valuable purpose in business and it is certainly not going to disappear in the new media landscape. In this post, I will describe essential elements of a stellar PR pitch to a blogger.

I received an email today from a PR professional this morning that illustrated 8 essential aspects to include whenever pitching bloggers. Here are the good things this professional remembered that too many journalists and PR folks forget:

1. Short: The total email was 130 words long. Already, this sends the message that she respects my time.
2. Introduction: In one sentence, she explains who she is, who the client is, and why she is writing to me.
3. Description: Again in one sentence, she sums up the product with a minimum of the adjectives that decrease believability (best, great, unique, etc).
4. Seduction: I would have made the mistake of describing at least one feature or benefit. Instead, Christina piques my interest just enough and then leaves me two links from which to garner the specs. I had clicked these links before I even finished reading the email.
5. Help: Another one-sentence reminder that I can contact her with any questions.
6. Thanks: She ends by acknowledging my limited time and thanking me for reading. Even if it sounds heavy handed (which it does not), the blogger is getting his/her ego stroked and that never hurts.
7. Transparency: The postscript is not only transparent by again mentioning the client, but also encourages transparency if I write about it. This mentality builds trust.
8. Tone: The tone is helpful, but reserved (not one exclamation point!).

If your copywriting follows these simple rules, you cannot help but improve your response from bloggers. In the end, it comes down to being respectful, professional, and sounding like a human being. (It turns out people prefer other people rather than PR robots. Who knew?)

DJ Francis writes at this site – drawing upon over 7 years of experience in strategic communications, online marketing, social media, advertising, and the relationships inherent in a Web 2.0 world.

Business is changing, but you don’t have to go it alone. Please visit the website for more information.

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Dj Francis – EzineArticles Expert Author

Tags: pr, pitch, blogger, online, articles

There are many steps to achieving meaningful, positive publicity. In most instances, unless you already have a good relationship with a reporter or editor, it will begin with a well-crafted pitch letter.

However, no matter how enticing the pitch letter, in most instances you will seal the publicity deal on the follow-up phone call. This is your chance to build rapport with the reporter and really razzle-dazzle him or her on your idea.

Your phone skills will mean the difference between life and death when attempting to convince a reporter to cover your product, service or company. So before you pick up the phone and place that call, consider the following tips for successful phone pitching:

Respect the reporter’s time.

Reporters work on tight deadlines and, depending on the publication, these deadlines fall on different days and different times of the day. Staff at a monthly publication will most likely undergo one week each month when they are “putting the next issue to bed” and are working under tremendous pressure. In contrast, reporters at weekly publications are generally most stressed on the days leading up to their weekly deadline. Dailies have particular times each day, usually in the late afternoon, when deadlines are looming and reporters are busiest.

Before phoning a reporter or editor, first call the main number of the publication and enquire as to its deadlines. Then, avoid calling during those times.

Even when you have determined an ideal time to call, always start your conversation with, “Hello, my name is Jane Smith and I am from XYZ Company (substitute your name and company!). I have been studying your recent articles and I have a story idea I really think will interest you. Is this a convenient time for you to talk?” Most of the time the response will be “yes,” but if it isn’t, respect the reporter’s wishes and ask when would be a good time to call back.

Be brief.

If the reporter does give you their time, don’t blow your chance with a rambling, unfocused pitch. Be concise and to the point. You should be able to deliver a solid overview of your story idea in 30 seconds or less. Practice your delivery several times prior to placing your call so you have it down pat. It’s also a good idea to have your written pitch (which you should have already sent them) in front of you, to serve as a “cheat sheet.”

Be enthusiastic.

If you’re not excited about your story idea, how do you expect the reporter to respond? Deliver your pitch clearly and with conviction, and be sure to sound energetic and enthused. Remember: the way in which an idea is delivered is as important as the idea itself. Engage your audience (the reporter) with a charismatic delivery and you will go a long way toward exciting him or her about your idea.

Never say you are calling to check to see if they received your pitch.

This is a huge irritant to reporters. Imagine if every time someone sent you an e-mail or letter they called and asked if you received it. Don’t even mention your written pitch until you already have a phone dialogue going and you sense that the reporter is interested. Then at the right time you might say something like, “By the way, I did send you a more detailed written pitch on this idea on September 3rd, but if you don’t have it I’d be happy to re-send it.”

Show some humor.

Believe it or not, reporters are people, too. They have good days and bad days, marital spats and trouble with their kids. And as much as we’d like to think that their personal issues will not influence they way they respond to our story ideas, we know that of course they will. I have found that a universal trait is that we all respond positively to humor (that which is in good taste, of course).

I know it can be a scary prospect to pick up the phone and call a journalist, but if you apply these tips you will come across as respectful and professional and greatly increase your chances of obtaining positive publicity coverage.

© 2005, Diana Laverdure

All rights reserved. You are free to use this material in your print or e-mail newsletter, as long as you do not alter its content in any way and you include a complete attribution, including a live Web site link.

The attribution should read:

“By Diana Laverdure, vice president, Reeves Laverdure Public Relations, Inc., Boca Raton, Florida. Please visit here for information on our publicity services.”

Publicity expert Diana Laverdure (the “pr princess”) is vice president of Reeves Laverdure Public Relations and president of PRoActive Publicity, Inc., which provides information resources and tools for anyone who wants to boost their business with the power of free media publicity. To grab her free MEDIA JUICE e-zine full of tips, tricks and strategies to generate massive publicity, plus her free SPECIAL REPORT, “Six FREE Strategies to Massively Increase Your Online Publicity,” visit proactivepublicity.

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Tags: pitch, pr, perfect, national, sample