Beyond Dawlish

The internet continues to have legacy media on the run, with audience shifts and competition for ad revenue. However, effective book marketing campaigns still benefit from media coverage, so what's an author to do? One way to prevail in a world of fewer opportunities is to become a media contributor. When you write an article, there's a one-sentence credit at the end where you can mention your book. It works similarly to being mentioned in an article written by someone else, of which there are fewer today. You can prevail in a changing landscape when you find creative ways to market yourself and your book.

The credibility you gain writing articles or being featured in well-known media is significant. It sets you apart from other authors and introduces you to a broader audience. Therefore, going after media coverage can make sense despite the required effort. A professional publicist with established contacts is helpful if your budget allows. They are in touch with the media landscape and can open doors. It's also crucial to keep your target audience in mind and go after opportunities that will reach them. If some are smaller or more local, they may produce more results (sell books) than a general mass media audience.

If you're an author freelancing an article or being interviewed for a story, think long-term. Being a helpful source can lead to repeat requests that build your visibility over time. If you've noticed some people covered repeatedly, it's because they have built excellent media relationships. It's a wise way to earn free publicity that others will envy. It helps to appropriately comment on topics beyond those covered in your book. Also, remember that the media has deadlines every day of the week, and answering your phone or replying to emails directly and promptly always wins their favor.

When you freelance an article, it's helpful if you select a topic that spins off of your book. That way, when someone reads your article and comes to the mention of your book in the author's credit at the end, they may be interested in buying it to learn more. If your article is well received, there's a good chance you'll be asked to write others in the future, giving you opportunities to mention your book each time. It's a proven, effective publicity vehicle that's within the reach of all authors. Opening doors and building relationships is the cornerstone of every book PR campaign – how you make a buzz.