Beyond Dawlish

More than a few first-time authors these days consider online-only book publicity campaigns. But book industry veterans understand the power of traditional media coverage and advise their writers to pursue it. Mainstream publishing houses maintain in-house publicity departments or contract with well-known book PR agencies for their titles. Everything that begins in the media ends up online, but it carries the endorsement of the original coverage. Getting to word out about your book is crucial to its success, and other authors are competing for the same attention – make sure you come out on top.

TV interviews and coverage from well-known media brands (often newspapers that are now mainly read online) accords you a level of stature. An endorsement is implied in such coverage and makes an impression, especially when you're a first-time author or early in your career. Such visibility often sparks more coverage in the biggest and better-known outlets, but it also jump-starts your online exposure. More than a few bloggers and podcasters comment on things they've seen on TV or news websites. It's why trying to promote a book solely on social media can be risky unless you have a sizeable following.

When you make contacts and build relationships with the media, they're also yours to keep. If you're a nonfiction author with expertise in a particular area, you'll likely be called upon in the future. As your topic makes news, anyone known as an authority or thought leader is called upon to comment. When you build an author brand, you'll have the opportunity to write more books and release them to an established group of fans and readers. Most people who write books pen more than one, and it's wise to lay the groundwork for your future success; good and lasting media relationships always help.

Another excellent way to earn traditional media coverage is to write bylined articles. It's natural for nonfiction authors who have interesting book topics. The best pieces are related to your book rather than a rehash of it. The trick is to get readers interested in finding out more, which makes your book a natural next step to satisfy their curiosity. The need for content is increasing with staff and budget cuts in many media companies today. When you pitch an article on an interesting topic, there's a strong chance you'll get the green light. When you do, you can mention your book in your short bio at the conclusion.