Download - Welcome to the Publicity Workshop
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Welcome to the Publicity Workshop
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PublicityPutting a publicity campaign together, timing, the author
questionnaire, targeting the appropriate media, presenting the book at talks and publicity tours.
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What do Publicists do?
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Maximise exposure for Books and Authors across the Australian market
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Key Publicity Drivers
Media & Booksellers
Newspapers and MagazinesABC and Commercial RadioFree to air and Pay TVOnline & Social Media opportunitiesEventsFlyers, posters WebsitesWord of mouth
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Putting together a Publicity Campaign
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First Steps in Publicity
Discussing book and author
What are the broad opportunities? What are you to trying to achieve?
What will you require from the author?What role should the book play?
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Developing the media material
Book InformationAuthor informationSeries information
Websites
Ideal Length & Key Points
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The Media ListApproach for long lead monthly magazines
Online reviewers/public reviewsNewspapers and magazines
Radio opportunitiesTV opportunities
The online strategy
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Approaching the Media
You need to know your stuffDifferent approach required for each media outlet
Radio you may only have time to get out one sentenceTV may require a story board approach
Try out your lines, and anticipate the next questionYou will only get one shot to nail the pitch
Email verses phone callsNever waste people’s time and always deliver what you’ve promised
No means No
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Bookseller Events
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Stock Signing, Signings, Launches, Talks/Readings, Literary Lunch/Dinners, School’s Events, Demonstrations, Kids Club -
Reading Time, Book Clubs, Conferences, Festivals, Virtual Events, Stunts/Parties
There’s a number of event options to think about
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Organising Events – the Key Steps
Talk through the idea for the event -usually done via the publisher
Choosing the right event for the right book is very important
Numbers, cost and how the event will be promoted is key
Window displays, websites, social media, bag stuffers, newsletters, advertisements, what’s on columns
- are all key in ensuring a good event result
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Key Checklists
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3-4 months priorMedia plan confirmedLong lead magazine and TV approaches Event discussions
6-4 weeks prior to publicationLong lead media confirmedAll retailer events confirmed, books ordered
2-3 weeks prior to publicationPrint media confirmed, radio and television negotiations in full swing Author to start listening and reading authors interviewsPosters, POS to bookstores Travel arrangements confirmed – hotels, airfares, transport if applicable
Media Plan check-list
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One week prior:Final media confirmed Numbers confirmed for retailer events, launches Publicist & author research time – re-read the book, brush up on your knowledge in the author’s area of expertise
One Day prior:Pens, post-it notes organised for signings Media interviews re-confirmed Current author photo, extended bio for media, author sheet, relevant media release Brush up on circ figures, details about interviewers, bookstores
Media Plan check-list
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Which authors get the best publicity?What campaigns do you remember and why?
The key is being able to tell ‘stories’
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Author ChecklistRe-read the book before you start on the publicity trail
Have the book in front of you, along with a list of points to jog your memory
Focus on talking about the book and what makes it different/stand out
Have anecdotes ready to illustrate points during an interview
Don’t tell the whole story or give away the ending