The Value of Adding Articles to an Online Press Kit

An online press kit is one of the most valuable marketing  tools an author can have.  The elements generally include:

  • A bio
  • suggested interview questions, or questions a broadcast host will want to ask
  • story ideas or themes related to your book that you can discuss
  • ready-to-use quotes that print media can use to develop an article
  • images- ( a book cover and headshot)
  • media coverage ( you want to be able to demonstrate you are active and have credibility)
  • Articles that demonstrate your expertise

Recently, I discovered that having articles available on the press kit can add tremendous value to the media that cover both broadcast and print. A broadcast outlet that booked one of my clients, also took the time to access the articles we had added to his press kit. It turned out, the radio host was also a magazine publisher, and he asked permission to print my client’s article for a forthcoming issue. It’s always rewarding to score double coverage like this.

If you are a prolific writer and write on a number of topics, I suggest listing the articles under specific categories for easier navigation. For example, point editors to the areas they cover by using headings such as: self-help, parenting, lifestyle, eco- green, and so forth.

One of the best online press kit tools I’ve used is Press Kit 247.com.  It’s simple to use and has built in SEO. Pitch Rate also has an area where experts can upload articles for the media to access. Word press is also good, but you’ll need to upload articles as pages, not posts and label the tabs accordingly. It’s also a sound practice to use a companion image.

 

 

 

Writing a case study

I’m invloved in revising a communications plan for Arrow Web Hospital in Nairobi, Kenya this summer.  There have been quite a few changes since I wrote the original case study, and at the same time, I feel it’s going to be rewarding to delve into the revision as I’ve come to understand the value of research.

In any event, I’ll need to create a problem statement only after I’ve reflected on the findings from my research.  During this process I will need to go over the original case study, and make sure each research activity is identified as being either primary, secondary, formal, informal, qualitative or quantitative.

Although my research has not been undertaken yet, It appears to me whether I undertake to do a survey or an interview, I’ll need to provide a rationale for doing so.

I look forward to sharing each segment of the case study as I revise it on this blog. In the meantime, I’m enjoying the interactive summer co-hort group I meet with once a week to complete my project.

You can read more about the program I’m enrolled in here: http://www.praccreditation.org/Preparation%20Sources/index.html

Are You Using Video to Connect with Your Readers?

Someone very wise once said, :”the voice sells.”  One can interpret that statement in many ways, however for an author this can mean making it a point to stay in front of their fans at every opportunity. I’ve always been in a believer in the idea that “Video says it better.”  By simply using a computer and webcam, it is possible not to have to spend a mint to create an engaging video.  In addition there are countless way to keep readers and potential readers interested in the themes of your book.

Most people enjoy seeing the human side of their authors, doctors, lawyers, teachers et al. With a bit of advance planning authors can share the key messages of their books:

  1.  create a video commenting on current events or world affairs related to the themes in your book
  2.  Introduce a chapter and discuss how you created the key ideas
  3.  Discuss your process of writing and what inspired you to write
  4.  Reveal to your readers some of your greatest influences
  5.  Read a short excerpt and discuss briefly what it means to you

There’s no doubt that every author should have a You Tube Channel since it’s become an enormously popular spot on the internet. 

I recently read an insightful article on more ways authors can use video: http://bookmarketingmaven.typepad.com/book_marketing_maven/2011/06/the-secret-to-creating-an-instant-connection-with-your-readers-and-fans-.html#more

Do you have a human interest angle? Try Drive-Time Radio

I learned  some time ago from a Fox News Talk producer, Shana Pearlman who covered Drive-time air that
for these segmments she was always focused on stories that would be of interest to those driving to work, or school.
She beleived that audience included carpooling mothers, sales people, or truckers. Hence, if
pitching to drive time broadcast outlets, consider the stories just about everyone is talking about.
She pointed out that if you are aware of the news and you have the drive-time audience in mind, radio
producers are going to respond more readily.

She shared a few quick tips  for pitching drive-time radio:

* If you are an opinionated author or expert, you make an excellent candidate for drive time radio.
Audiences listen longer when there is drama present on the air.

*Use a dramatic headline  like one you would read in an newspaper. Figure out the quickest way to get
to the “meat’ of the story right in the headline.

*Include a brief broadcast bio that a host can read on the air and let the audience know who you are.

* Place all the information in the body of the e-mail. Never send an attachment unless the radio
station requests.

The Media’s Hot Buttons

When it comes to touching the media’s hot buttons, Gayl Murphy is an insider with trade secrets to die for. After spending 17 years working as a network correspondent for ABC, she said she was shocked by the unpreparedness of her interview subjects.  “The most common mistake most people make in media interviews, is that they think the interview is about them. It’s not. It’s about the story,” she said.

 

Her book Interview Tactics! How To Survive The Media Without Being Clobbered concentrates on building concise messages that audiences will easily internalize, and will make any interview, a winner.

 

Murphy believes that to dispel the fear that accompanies media interviews, it’s important to  create the mindset that an interview is a collaboration. “It’s like playing tennis. You have to be on the same team,” she said.

 

She recommends authors and entrepreneurs give the media what they hunger for- newsworthy angles. Murphy
is a great believer in seasonal story angles.  “There is a designation for every day of the calendar year
year. Tie your book or product to that,” she said.

 

As far as Murphy is concerned, the so-called “Elevator Pitch” is outmoded and much too long-winded for today’s
fast-paced world. Instead, she suggests building “A killer pitch.” Murphy’s killer pitch can be tailored
to many different scenarios and is a more concise way of delivering a message about products or services.

 

Murphy notes, “an Elevator Pitch is about who you are and what you’re selling.
And, an “Interview Tactics! Killer Pitch” is whatever you need it to be in whatever
environment you happen to be in at anytime. Making it the right tool for the right time.”

 

Murphy said it’s vital to be flexible with a pitch if are targeting a diversified market. “Think about all
 the different markets your business serves and start expanding who you pitch to. Can you have a separate
pitch for stay at home moms, seniors, astronauts, students, families, solopreneurs, reinvented entrepreneurs, scientists,
insurance salesmen? You get the picture,” she wrote.

 

The formula to creating the killer pitch is outlined in detail in her book. What I love about Murphy’s
book are the workbook pages provided at the end, so the reader can apply what they learned right away.

 

Murphy asserts that the killer pitch is full of drama, color, and visual detail so that the audience gets
riveted, and the subject becomes memorable. Messages, Murphy explained, should be compelling and use of
spot-on metaphors helps a great deal.

 

Another point Murphy brings to light, is the importance of pitching the right media person. It’s part and
parcel of giving the media what they want. It also demonstrates familiarity with their work whether it’s
print or broadcast. Since reporters are always on deadline, it’s rewarding to them when someone remembers
their last feature story, or TV segment.

 

 Want more media tactics now? Download a free interview tactics report by visiting http://www.interviewtactics.com

 

Also visit Gayl online: http://GaylMurphy.com