Book publicist Alice Acheson gave 200 members of Publishers Marketing Association her four principles of publicity success this afternon at PMA University, the annual educational program for authors and publishers.
Her principles are:
1. Start marketing the minute your book contract is signed. Write one paragraph about the book and one paragraph about the author, so you’re ready if you start doing media interviews. You’ll at least have something to give them.
2. Think of your audience when you pitch. CBS, for example, devotes only a five-minute segment to authors. But if “60 Minutes” calls, they have 60 minutes of airtime to fill and your interview will be a lot longer.
3. Make life easier for journalists.
4. Follow up. Doing this will generate more response than the previous three tips combined.
Bonus tip from Alice: Update your media lists regularly.