Book PR 1-2-3: Think Like a Journalist. Presentation at uPublishU at Bookexpoamerica 2013 at the Javits Center, New York, NY. Moderator: Susannah Greenberg Public Relations. With Jeff O'Neal,Book Riot, Matt Sutherland, ForeWord, Karen Schechner, Kirkus Reviews.

1.  Moderator and Speaker, Susannah
Greenberg, Susannah Greenberg Public
Relations, http://bookbuzz.com
 Matt Sutherland, ForeWord Reviews,
www.forewordreviews.com
 Karen Schechner, Kirkus Reviews,
www.kirkusreviews.com
 JeffO’Neal, www.BookRiot.com
 Q&A to follow. Please ask questions!

2. BookBuzz.com
The Web Site of Susannah Greenberg Public Relations

3. What is the Goal of Book PR?
• To place features, interviews and reviews in
the media about your book as early and as
often as possible, with maximal exposure at
and around launch or pub. date.
• Create buzz or “word of mouth”

4. A Book PR Timeline
• Plan ahead, as early as one year ahead of
publication, no less than 4 months ahead, and
continue at least one month after publication
date.
• Start by making a checklist of what you need
to get done and when.
• At the beginning, as you review your checklist,
assess your skills and time management needs

5. GET READY!
 Prepare basic information about your book.
 A brief author bio, book description, bibliographic data, a
book jacket image, author photo, and your contact
information.
 You will need this information for all of your book pr
efforts in both print and electronic formats.
 A web site or page for your book.
 Plan for advance review copies for early review media such
as ForeWord and Kirkus, for bloggers and reader reviews,
book news sites like BookRiot and to solicit blurbs or
advance praise.

6. More Book PR Resources You Can
Create and Use for Book PR
 A list of suggested interview questions for media or
talking points, topics you can discuss.
 A sample audio and/or video interview or reading.
 A story or interview or feature idea relating to your
book.
 Key social media platforms. More on this.

7. Key Social Media Platforms
 Open accounts on Facebook, Twitter, Goodreads and
LinkedIn
 Build a free author page on Amazon Author Central
 More social media might include Google+,
YouTube,Tumblr, Pinterest, Instagram, Spreecast,
Slideshare
 Start a blog on blogger.com or wordpress.com
 The web page is home base for all your social media

8. GET SET!
 The Strategy of Microtargeting: Think Small, Win Big
 Who are your readers?
 Break it down to as many specific target interest groups as
you can.
 Find the appropriate media outlets for each target interest.
 There is someone for everyone and a media outlet for every
interest and book.
 Begin your campaign by targeting those most likely to be
interested, then leverage coverage from them and build up
and out from that foundation
 Craft and tailor your pitch to each group.

9. The Great Gatsby - For Example

10. For The Great Gatsby,
interests might include:
 Books, Fiction, Authors, Writing
 Locales of Long Island and NYC; the hotels, the bars, The
Plaza, Minetta Tavern, mansions, waterfronts, places
frequented by both the fictional characters and author.
 Music of the era
 Style - the art deco style in clothes, jewelry, and
architecture
 Beverages - the wines, gin and cocktails they drank
 Jacket art design, all the Gatsby jacket designs over time, in
different countries
 The movie, the stars, Hollywood, books made into movies

11. GO!
 Thinking Like a Journalist
 What will catch a journalist’s eye?
 What is your pitch, your angle, your story?
 Craft an entertaining or useful story
 Be relevant

12. Thinking Like a Journalist:
 Events, Holidays, Anniversaries, Seasons are a PR
Opp for Your Book
 Journalists often write features related to events,
holidays, anniversaries and seasons.
 Chase’s Calendar of Events is a handy resource for
research.
 Did you know there is a National Grilled Cheese
Sandwich Day? Also, November Is Jewish Book
Month, February is Black History Month and March is
Women’s History Month.

13. Thinking Like a Journalist
 Spotting Trends in Book News
 Stay on top of book news. You might see a book trend
which you are a part of and then pitch a story about a book
trend. Old chestnut in book pr : “Three is a trend.”
 To stay on top of book news, read key book trade media
such as Publishers Weekly, Publishers Lunch, Julie Bosman
in the New York Times, Shelf Awareness, Galleycat, and
more.
 Read ForeWord, Kirkus and visit BookRiot online
 Do searches on social media such as Twitter and Facebook
on books, book publishing, authors, your book’s subject
matter.

14. Key Points and Summary
 Plan ahead. Begin at least 3-5 months BEFORE
PUBLICATION and continue for at least one month
after.
 Target your interest groups and their media outlets. Be
as specific as possible. Microtarget.
 Craft a story that informs, educates, and, if
appropriate, entertains.
 Reach out to all types of media
 Use all available tactics to reach media, old, new, snail
mail, email, social media, shaking hands and smoke
signals if necessary!

15. That’s It from Me,
Susannah Greenberg
 Susannah Greenberg Public Relations
 http://bookbuzz.com
 Book Publicity for Publishers, Authors and the Book
Industry
 publicity@bookbuzz.com
 www.Facebook.com/SusannahGreenbergPublicRelations
 ​www.linkedin.com/in/susannahgreenberg
 ​Twitter: @suegreenbergpr
 Contact me to discuss your book publicity needs
Now Let’s Hear from the Media!

16. ForeWord

17. ForeWord

18. Karen Schechner
Kirkus Reviews
www.kirkus.com

23. • Visit www.Kirkus.com and click the “For Authors”
tab for more about Kirkus Indie or
• Contact sr. Indie editor Karen Schechner:
Kschechner@kirkus.com

24. BookRiot.com
Jeff O’Neal,
Editor & Co-Founder
email: jeff@bookriot.com
twitter: @readingape
submission: send email pitch
to bookriot@bookriot.com

25. That’s It! Thank you.
Questions, anyone?
 Susannah Greenberg,
Public Relations
http://bookbuzz.com
 Matt Sutherland,
ForeWord
www.forewordreviews.com
 Karen Schechner, Kirkus
www.kirkusreviews.com
 Jeff O’Neal
www.BookRiot.com
 This PowerPoint
presentation will be
available in its
entirety on
Susannah
Greenberg Public
Relations’ web site
 http://bookbuzz.com