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Does the media still matter to get publicity to promote books and help authors get the recognition they deserve? Publicity expert Dan Janal shows there are many ways to use the media today.
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Why Publicity Still Works
Dan JanalAuthor U Extravaganza
May 3, 2013
Myth #1
• I’m not good enough to get publicity• I’m not smart enough to get publicity• There’s someone better on this topic than I am
Myth Buster #1
• Reporters use the most interesting comments from the people who respond
• Interesting trumps credentials every time• You’ve written a book; you’re credentialed• Most reporters wish they could write a book• They hold you in high regard
Myth #2
• Reporters don’t want to hear from me• I’m a nobody• I’ve never been on Oprah
Myth #2 Buster
Reporters are looking for you!• Need new sources• Can’t quote the same old
people all the time• Need new angles• Need new ideas
Myth #3
• I don’t know where to find reporters
Myth #3 buster
• Many services connect you with reporters– PR LEADS, HARO, Pitch Engine, etc.– Find reporters on Facebook, Twitter, Media
Websites– It’s never been easier to strike up a conversation
with reporters
Myth #4
• I don’t know what to say
Myth #4 Buster
• You wrote a book, you have more than enough to say!
• You have to frame and mold your ideas to meet the needs of the reporter
• Get a media coach to help
Does the media still matter?
• Eskimos have “30” words for “snow”• There are “30” words for “media”• It’s a whole new ball game with new rules• Good news is that the new media helps you.• Better news: There is no bad news.
Earned Media
• Articles written about you by reporters– Generated by PR LEADS,
HARO, PR firm, Reporter’s ingenuity
– Build credibility– Build visibility– NEW – You earn media in
• Social retweets• Search engine listings• Create discussions
• Add nytimes, google
• Anyone can produce content• Reporters/Media provide context, not just
content• They act as a filter from all the data and info
Paid Media
• Sponsored articles– Press Releases
• Printed on media websites – so you get credibility
• Indexed on Google – so you get found
• Read by prospects – so you get sales
– Ads, PPC, banners– Sponsorships– Results
Press Release Myth #1
• You have to have “news”• False: You have to be interesting• Solution: How to articles can be turned into
press releases
Press release tips for new books
• Don’t focus on the book• Focus on the content• Weave in book details• Use keywords• Share your results
• Google ranks press releases high on search results
• What would your prospects think of your if they saw Wall Street Journal as first listing for your topic?
• Steve Juetten, financial planner, author
• Steve's email list has grown by 42%
• Queries for new business have jumped nicely. Steve's sell cycle is fairly long, and he is very pleased with the number of new, qualified prospects he is meeting.
Owned Media – You as Publisher• Content Is Your Foundation• Create your brand• Create content for life• Create evergreen materials
– Blogs– Articles– Press releases– Pictures– Infographics– Ebooks– Website– Webinars– Teleseminars– Transcripts– Slideshare
Social Media
• Original thoughts• Links to your blog posts• Repurposing of others’ comments and articles • Benefits– You are a publisher– You are a personality – not a faceless brand– Your comments are indexed on Google
Shared Media
• Content you share with social media friends
A typical email box – shared media
CommProBiz
Everyone is a publisher
• You publish on your blog and social media• You publish your own books• You re-publish other people comments and
articles (isn’t that what a publisher does?)
Clever Ways to Take Advantage of the Media and Get Visibility
Become a reporter’s BFF
• Follow reporters– Blogs• Comment on articles, blogs, editorials and letters to
editor• Add relevant info• You’ll stand out from the crowd• You’ll be the first person reporters reach out to for
comments• Twitter, Facebook, LinkedIn
Get to know your target reporters
Get active on Google+
• Google search engine indexes Google+ posts
Google Authorship
• Simple command adds your picture and number of Google+ circles you are in to Google searches
• Add the “rel author” tag to your articles, blog
• Benefit: • You stand out visually• You have social proof
Add keywords to articles
• Google thrives on keywords
• Use free Google Ad Words tool to find popular words
• Work the words into your content
• Headline and first paragraph are most important
• 1 link per 100 words: best practice
Tell the world you got media!
• Put articles in book proposals, sales kits, speaker promo packs
• Put links to articles on your website
• Don’t bury it!• Use a dedicated “media
page” to display all your media mentions
Tell reporters you are a media darling
• Let them know where you’ve been quoted
• If you’re good enough for Oprah, you’re good enough for me!
• Reporters don’t want to be burned. They want to quote people who know how to play the game
Fill out your profiles
• Amazon author page• LinkedIn• Social media sites• What’s your sm
persona? – Professional?– Whimsical?– Emotional?– Irritating? – Anonymous?
Use your media in your intro
• Jack Canfield• “Behind the empire Time
Magazine called the "publishing phenomenon of the decade" is America's leading expert in creating peak performance for entrepreneurs, corporate leaders, managers, sales professionals, corporate employees, and educators.
Make it easy for reporters to find you
• Add a media section on your website
• Laura Stack– Earned articles– Press releases– Articles she wrote– Questions to ask her– Pictures in different
formats– Much, much more
• The Productivity Pro.com
If a reporter contacts you…
• Drop everything and reply to them
• They are on deadline and will go to the next person if you are “too busy”
• Alert support personal to get you
Publicity still matters
• Builds credibility• Enhances visibility• Helps make sales• Shows the world that
you are the expert that you are
Final Reason: Google
• Get into to the mind of a person searching for Google.
• What are they looking for?
• How do they refine their search?
• Will they find you?
My Invitation
• Two hours of coaching with me • Learn how to find your unique media message so
reporters want to write about you and review your book• Find out how to create the best keywords so you can get
found on Google• Media training so you know what to say to reporters
and how to say it• We’ll create your 12-month editorial calendar so you
always know what to write about. Never have writer’s block again
• Normally, $300 per hour or $600 for 2 hours• Show special – only $295
• Offer expires when Author U Extravagannza 2013 show ends
• If you’d like slides, please put your biz card in my fishbowl.
• You’ll also get my weekly publicity tips newsletter
• I never sell my list • Write “no news” if you
don’t want newsletter
• For info, go to: • http://www.PressReleaseSender.com • 952-380-9844