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Too often we heard that all PR is good
PR.
Too many nod in agreement.
As a result, many authors drive themselves
into apoplexy and poverty doing everything and anything to
promote their books.
As an author and owner of a public
relations business serving many authors and publishers, I
will tell you that a sound plan, both strategic and financial,
is the best basis for any PR effort.
Selling ice to Eskimos is possible
with some money. But savvy is vital. Why not make your PR
not only high profile and high impact, but also highly positive
from the beginning? Here are a few of the best PR tactics
that generate good feelings for you and your work.
Write a bio that stirs enthusiasm and
that reporters and ad announcers can copy. I've even discovered
complete articles written by reporters who cribbed bios and
press releases I wrote. This means the media are saying what
I want them to say about me, my clients, and my/their products.
Use a photographer who tries to understand
you, not make you over in his image of an author. Strive for
a photo that looks like you and reflects your personality.
Look your Sunday go-to-meeting best in your pub shot. Do your
hair and make-up with panache. Wear clothes and jewelry you
adore. Hats, sunglasses, animals, props, and interesting backgrounds
imply volumes about you; make certain it's what you want declared.
Hopefully you will avoid the embarrassment of a bookseller
who cannot recognize you or, worse, a reporter printing a
few horrendous words about the discrepancy between the real
you and the glamour-puss you.
Decide early in your career if you
want to do speaking engagements, radio, and television. If
you do, enroll in voice class and media training. Because
you are published, your spoken words are not necessarily priceless.
Try to get the um...er...static out. Then delete the filler,
the poor syntax and vernacular and junk you unconsciously
stick in when you um...have lost your place in your notes
or...well, let's see...when you can't think too great on your
feet.
Rehearse your answers for newspaper
reporters, interviewers, and the general public. Prepare your
own media Briefing Book. Ask yourself argumentative questions,
like, "Why does a nice lady like me write about lust
in the dust?"
Tailor your answers to reflect your
view of the industry and your personality. It helps with image
and damage control.
Say an antagonistic person shows up
at your next booksigning and asks, "How do you justify
writing this trash to your teenage daughter?" Instead
of getting angry or even (a suggestion I recently saw in one
journal!), have an informative reply which takes the sting
from his argument and leaves him with a desire never to ask
such a question of any other romance author. To belittle or
dismiss these people is unprofessional, and they still won't
buy any of your books.
Why not try to change their minds?
You have much to gain if they read your book, enjoy it, and
admire its premise. How much have you gained? Consider this
marketing statistic: every happy customer tells 2 to 20 others
he's pleased. For each unhappy customer, his dissatisfaction
spreads to 50 to 150 others! For the time and money, doesn't
it make more sense to leave people with the taste of honey,
not vinegar?
Employ the highest quality vendors
for any promotional work with your name on it. Are you, for
example, creating 4-color bookmarks with excerpts? Double
proof your copy for pleasing layout and accuracy. What you
distribute with your name on it performs the same function
as your photograph, your bio, and your novel. It speaks for
who you are. Let it declare those qualities consistent with
your image.
Just as you will reap the rewards of
a striking bookmark or photo, be prepared to deal with the
results of the bubbles and skinny-dip bathtub publicity shot,
an ill-prepared or illogical speech, the public statement
that "I'm only writing romances until I can break into
more literary work" ....
Some readers notice. Many other writers
care. So do editors, PR directors, and agents. What, then,
is the most effective, lowest cost, highest profile PR tactic?
Write a good book, one you are proud to discuss and promote
for its theme and heroism, and for its representation of the
romance genre. You'll win more friends, readers, and more
sales.
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