Photo by liudmilachernetska / 123rf.com
Information in this article is pulled from Episode 138 of The Book Marketing Action Podcast featuring Mary O’Donohue.
Just the thought of securing media exposure for a book can be daunting for authors. Feelings of fear and anxiety are completely normal, but it’s important to take the necessary steps to overcome those feelings and get your message in front of the audiences who need it most.
Keep these lessons in mind as you navigate the world of media to amplify your work and increase your impact:
Start with Intention and Expertise
Start with a clear intention when pursuing media exposure. As an author, you must understand why you want to be in the media and identify the audience you aim to serve. By shifting the focus from self-promotion to serving others, you can approach media opportunities with authenticity and purpose.
With so many books launching every day, it’s best practice to pivot away from trying to just promote your book. Instead, showcase your expertise, unique perspectives, and personal experiences. Media outlets are more interested in the value you can provide to their audience than in the release of a new book. By honing in on your expertise and crafting compelling narratives, you can attract the attention of major media shows and connect with a broader audience.
It’s so important that an author is really prepared to tell their story in a clear and concise way that’s going to make sense to the viewer or listener. —Mary O’Donohue
Don’t Aim Right for the Top of the Mountain
Once you’ve finalized your area of expertise, start pitching local, or more obtainable, media—like newspaper features, interviews with news outlets, or even guest features on well-established podcasts—to start building your social proof. Larger media outlets are not going to take a risk on you unless you have real, tangible evidence of successful interviews or proof that journalists have previously vetted you. Highlight interview clips and other impressive media placements on your website to make them easily accessible.
If, eventually, your goal is to be featured on a major media outlet, like The Today Show, keep your eye on the calendar. Relating your expertise to timely events is a key way to attract the interest of the show’s producers who are looking for relevant guests related to the latest breaking news stories in the media.
If you, as an author, are pitching a great idea to a major national show and you don’t have actual video that shows you can do this, the associate producer is not going to take a risk on you. —Mary O’Donohue
Take Up Space
For women authors in particular, it can be more challenging to fully show up in the media—whether it has to do with internalized fears or societal barriers. A mindset shift is a crucial first step in breaking through those barriers.
Understand that your book deserves to be in the world—that you have a point of view and a perspective that is important and needs to be shared. If you are bold enough to write and publish a book, don’t hesitate to take up the space and time needed to share your expertise in the media. Somebody out there needs you and needs to hear your message. Your journey and experiences can make a true difference for others.
Embrace your expertise. Don’t hide from it. —Mary O’Donohue
Navigating Fear and Anxiety: It’s Not About You
When it comes to addressing the common fear and anxiety authors experience when approaching media exposure, consider this reframing technique: Media exposure is not about you, but about the message you have to share. Viewing media opportunities as a platform to serve and connect with your audience is a powerful way to overcome your fears and convey your message with confidence.
If you’re seeking extra guidance when it comes time to pitch your message to the media, pay attention to the shows and outlets you aspire to be featured on. By studying the patterns and content of successful authors or thought leaders in your field, you will learn valuable strategies and insights for securing media exposure. Your attention is a valuable asset, so by paying attention to other experts in your space, you’re going to hear:
- The types of questions they’re asked
- How long the interviews are
- How they answer certain questions
- What keywords they use
And so much more. They are leaving you a lot of clues that will help you on your journey.
Your attention, if it’s placed on the right things, can be very helpful to you as an author. —Mary O’Donohue
Embrace the Path Forward
Through active engagement with media and continuous learning from other successful authors in your field, you can unlock the power of media exposure to amplify your message and expand your reach.
Media exposure for authors is not just about securing a spot on a prestigious show or garnering attention for a new book. It’s about connecting with an audience, sharing valuable expertise, and making a meaningful impact in the world.
Mary O’Donohue is a Media Coach for Women Nonfiction Authors, a #1 Bestselling Parenting Author, and a former Post Producer for The Oprah Winfrey Show. She has worked in high profile television for decades, including years on The Today Show, Meet the Press, and NBC Nightly News.
As the Founder of Authors In Media, Mary teaches women nonfiction authors how to get national publicity and do media interviews that sell books, grow their impact, and change the world.
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.