How to make the most out of your press and PR opportunities

One of the techniques I recommend for promoting your book is to create a press pack and approach journalists in your niche to see if they would like to feature you or your book in their newspaper or magazine, TV and Radio etc.

Once you’ve sent off that press pack to the most promising leads and got them interested in featuring you, you’ll need to call them to discuss any opportunities they have available.

These are important follow up calls, and you don’t want to waste any with a clumsy follow up call. You need to be prepared. For example, you need to know what to do if

• the journalist is able to speak to you and is very interested about featuring you and wants to know more
• the journalist is interested, but working on another piece with a tight deadline and can’t speak at that precise moment, but wants you to follow up
• there’s no answer when you call and you need to leave a polished answerphone message

Here are some scripts I have taken from my book, “Launch your book: the guide for nonfiction authors” which you can use for your own book promotion. (If you haven’t got a press pack, and you’re not paying for a PR professional to create one for you, you’ll find this book useful.)

The 1st set covers initial contacts,  the second set covers follow-ups.

Initial contact by phone

• Hi [contact name],
• This is [your name] from [your company name].
• I am the author of [full book title].
• Have I reached you at a good time?

Yes, this is a good time…

• I have an idea for a feature / news story that will [describe the reader / viewer / listener benefit]
• …about [state your idea in a few words – make this compelling].
• Would you be interested in receiving specific information about this feature?
  • Not interested: Thanks for your time today, bye.
  • Interested: Great!
• What’s the best way for me to get it to you (e.g. email or post)?
• Can you confirm your contact details, please?
• Could I call you back in [suggest a suitable timeframe] to see what you think of the idea and answer any questions you may have?
• What will be the best time / day?
• Thanks very much for your time, [contact first name].

No, this is a bad time…

• Can you suggest an alternative time to for me to contact you?
• (Remember to check that’s convenient for you too! If there is an unavoidable clash, let them know).
• (Jot down the time and contact method accurately).
• Thanks for your time. I’ll speak to you on [reconfirm date time], [contact first name].

TIP: Use the editable version I’ve given you to customise the perfect script for you.

Initial contact by voicemail

• Hi [contact name].
• This is [your name] from [your company name]
• My number is (pause) [phone number] (dictate it slowly).
• I am the author of [full book title].
• I have an idea for a feature that will [describe the reader / viewer / listener benefit]
• …about [state your idea in a few words – make this compelling].
• I will be emailing you specific information about this feature to [contact’s email address].
• I’ll call you back [suggest a suitable timeframe] to see what you think of the idea and answer any questions you may have.
• If you’d like to reach me first, please call
• [Your name] of [your company name] on [your phone number].
• My number is (pause) [phone number] (dictate it slowly).
• Thank you for your time today, [contact first name]

Initial contact by email

• Hi [contact name].
• This is [your name] from [your company name], telephone [phone number].
• I am the author of [full book title].
• I have an idea for a feature that will [describe the reader benefit]
• …about [state your idea in a few words – make this compelling].
• I will be emailing you specific information about this feature to [contact’s email address].
• I’ll call you back [suggest a suitable timeframe] to see what you think of the idea and answer any questions you may have.
• If you’d like to reach me first, please call [phone number] or email [your email address].
• Thank you for your time today, [contact first name].

TIP: Remember to update your contact management spreadshee

Follow-up

This sequence is optimised for speaking to someone on the phone. Since you pre-arranged a time, there is a good chance you will be speaking to your media contact personally. Simply adapt this follow-up slightly for voice and email. You can use parts of the initial contact sequence, if it fits with what you want to say.

• Hi [contact name],
• This is [your name] with [your company] author of [full book title].
• Is this a good time?

Yes, this is a good time…

• You probably received this information via email a few [days / hours] ago, about a feature on [valuable reader benefit].
• Does it sound like something that will work for your [show / publication / website / blog / YouTube channel]?
• What can I do to help you?
• To confirm, I will [restate your action points].
• I will have that done by [state agreed date and time].
• Thanks for your time. I’ll speak to you then.
• I really appreciate your help with my book, [contact name].

No, this is a bad time…

• Can you suggest an alternative time to for me to contact you?
• Remember to check that’s convenient for you too!
• If there is an unavoidable clash, let them know.
• Jot down the date, time and contact method accurately.
• Thanks for your time. I’ll speak to you on [confirm date and time] by [contact method].