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Information in this article is pulled from Episode 135 of The Book Marketing Action Podcast featuring Leah Paulos.
Getting media attention can be challenging for authors, especially during an election year like 2024. With the news cycle dominated by political coverage and people’s attention scattered, it’s important to have a strategic approach to cut through the noise.
As a result, authors need to be proactive and focused in their outreach efforts. By identifying where their target audience gets their information and tailoring their messaging accordingly, authors can increase their chances of getting noticed.
Find Your Target Audience
Understanding your target audience is one of the most important steps in getting media attention for your book. By identifying your potential readers’ specific interests and preferences, you can determine the best channels and outlets to reach them.
Look beyond traditional review venues like The New York Times Book Review and spend time exploring niche podcasts, online outlets, and social media communities that cater to your target audience. By focusing on these specific channels, you will increase the likelihood of reaching the readers who are most likely to engage with your book.
Craft Compelling Messaging
In a crowded media landscape, it’s crucial for authors to craft captivating messaging as they begin to send potential pitches for their book and ask people to support their launch. For that reason, it’s important to distill your book’s hook into a concise and attention-grabbing subject line and email pitch.
Authors should think about how to describe their book in the most compelling way possible, focusing on the unique story or angle that sets it apart. Try experimenting with different subject lines and even scheduling emails to be sent to yourself at a later time to evaluate their effectiveness.
The Connection Between Publicity and Book Sales
While publicity can certainly help drive book sales, it’s important to recognize that it’s just one piece of the puzzle. Getting great publicity doesn’t guarantee immediate sales; other factors like distribution, advertising, and the publisher’s marketing efforts also play a role.
However, publicity can have a significant impact on an author’s career beyond book sales. It can help establish thought leadership, secure speaking engagements, attract agents for future books, and enhance an author’s overall reputation and visibility.
The Changing Landscape of Publicity
Over the past two decades, the media and publishing industries have undergone significant changes. Traditional review venues have dwindled, while newer outlets like podcasts are dominating the landscape. The shrinking staff at various publications has also made securing media coverage more challenging for authors.
Despite these changes, the fundamental desire for authors to share their stories and reach readers remains unchanged. Authors must adapt to the evolving landscape by staying nimble and paying attention to successful campaigns in their space. By studying similar authors, their books, and how they are landing in the media, an author can gain insights into effective strategies and tactics.
Tip: Go to another author’s website and look at their media page where they have a list of the media hits they have earned. It’s a great window into some possible outlets that could be a good fit for your book.
The Key Takeaway
Getting media attention for your book in an election year requires a strategic and proactive approach. By understanding your target audience, crafting compelling messaging, and staying adaptable in a changing media landscape, you can increase your chances of breaking through the noise and reaching your readers.
Leah Paulos, the Founder of Press Shop PR and Book Publicity School, has worked at the intersection of books and media for over 20 years. Twice named a top PR firm by the Observer, Press Shop has worked on a wide range of titles, including MARCH by Rep. John Lewis, ON TYRANNY by Timothy Snyder, and on books by Ruth Bader Ginsburg, Neil deGrasse Tyson, James Kirchick, and Pulitzer-finalists Samuel Freedman and Louise Aronson. Leah began her career as a magazine editor at Condé Nast, then worked as a freelance writer for dozens of national magazines before moving into book publicity in 2006 and launching Press Shop in 2012. She graduated from Cornell University in 1998, and lives in Brooklyn with her husband and 2 boys.
I am the founder/CEO of the Weaving Influence team, the author of Reach: Creating the Biggest Possible Audience for Your Message, Book, or Cause, and the host of the Book Marketing Action Podcast. I’m a wife and mom of three kids, and I enjoy running, reading, writing, coffee, and dark chocolate.