To create a plan for book promotion, you will need to
start with setting a publication date.
Understandably, there is a great deal of confusion
about what a publication date – or pub date – really
is.
A pub date is an “official release” – usually at least 6
weeks after a book comes off press. In some ways,
this is a phantom date, as it is an approximate date
when books will be available in stores. A pub date is
an important part of planning a PR Campaign for
your books, as it facilitates coordinating media
placements and in-store availability. The pub date
functions as a means of tying the book promotion
and distribution together.
Some publishers will set a pub date based on a
particular event or time of year. If your book deals
with history, a particular event, or an anniversary of
an event, you may want to consider setting your pub
date to coincide with that time or event.
Is your book a holiday book? If so, set your pub
date so that it corresponds with the holidays.
If there isn’t a particular event that is associated
with your book, plan the pub date so that you have
adequate time both to promote the book and get it in
stores.
Once you have set your pub date, it is time to put
together a plan. Be sure to allow plenty of time.
For example, here are some ideas on planning a PR
campaign for an as-yet-to-be-released book :
6-8 months in advance of pub date (or longer if
possible):
Solicit Long lead magazine coverage (glossy
monthly magazines, journals, quarterlies)
4-6 months in advance of pub date:
Solicit coverage with sell-in publications
(primarily book and library trade magazines), major
reviewers, and larger major national shows
1-2 months in advance of publication date and
beyond:
Work to obtain shorter lead print media
coverage in newspapers, news services, newsletters,
internet media, as well as broadcast – radio and
television - media
Please note that each media outlet is different and
these are guidelines only. You may find opportunities
to get coverage in a longer lead magazine after your
pub date, and you may have interview requests prior
to the pub date.
It is important to be open to the opportunities that come your way but do guard
against getting “too much” coverage before your book is available.
Remember the rule of supply and demand. Media creates demand. Be certain that
there is supply to match the demand.
www.PamPerryPRCoach.com
Posted By: Pam Perry
Wednesday, October 22nd 2008 at 4:50AM
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