The Power of Media Relations in the Book Business
Winning any credible award and receiving write-ups in newspapers and magazines are usually indications that a person is committed to high standards..
By B. F. Oncu
I’ve been in the media for over 20 years and have conducted many interviews with authors, entrepreneurs, artists, musicians, business people and many others. All of whom are masters in their fields. I figured out something common among them; a strong relationship with the media.
Emma, Heathcote-James, Founder/CEO of the Little Soap Company, Winner of Queen’s Enterprise Award 2022, was one of them. I asked Emma what was the secret of her success? Her answer was remarkable; “I say ‘Yes’ to Press! It doesn’t matter what you are talking about – people will just remember you and the product. I would always say yes to News items.”
Last month, I’ve had an ample time visiting some of the restaurants in Leamington Spa, England. It was a Tuesday evening. Business in restaurants were pretty sluggish that day, as it was early day in the week, and and it would have been the same on Monday. These days are not good days for restaurants. Yet it was not the same for Giggling Squid, a Thai Restaurant in Royal Priors Shopping Center on Recent Street. It was full and no available table for seating. When I entered the restaurant, I didn’t ask to see the Manager, instead he started walking towards me with a smile. He must have understood that I am a journalist as I took a number of photographs of the outside of his premises. When he approached me, “Welcome, please let’s go outside, and talk” he pleasantly said.
I had visited many restaurants that evening and all were very quiet. I was wondering about the crowd at Giggling Squid and asked the manager What’s going on at his restaurant today? His answer was remarkable as well. “It’s a normal day for us and our restaurant is full every evening. Of course our services, rich, tasty and diverse menu make us different, but beyond that, media relations has taken a part in our business. We have connections and communication with almost all media in Leamington Spa and surrounding towns.”
Media has been a powerful tool to influence people positively and negatively. Today, we live under the power of media as a source of information, communication and entertainment that enhance the knowledge of us through the different types of news or events in our daily lives.
It is a communication theory that “if you watch television more than two hours a day, your mentality would be televised mentality. You act and behave as you get form the television.” This theory goes back to the 50s. Today our mind is shaped by the tools of mass communication, which consist of television, radio, newspapers, magazines and internet such as: Facebook, Twitter, YouTube, Instagram, Google and other social networking channels. It simply means that media has the power to give information and provide an easy means of communication among people. Media is a powerful and trusted tool among people living developed countries like the UK, US and EU.
Let’s look at the facts before we talk what to do;
Facts About Media
• 81% of consumers’ purchasing decisions are influenced by their friends’ social media posts. (Forbes)
• 66% of consumers have been inspired to purchase from a new brand after seeing media images from other consumers (Stackla)
• Consumers are 71% more likely to make a purchase based on media referrals. (Hubspot)
• Conversions increase 133% when mobile shoppers see positive reviews before buying. (Bazaarvoice)
• 78% of consumers say companies’ media posts impact their purchases. (Forbes)
• 56% of consumers say they’re more influenced by media images and videos when online shopping now than they were before the pandemic (Stackla)
“* I have reviewed about 4,000 shows, and none can compare to what I saw tonight.”
What to Do?
Depending on your business, there are many ways to make your product, service, or items… News. Let’s talk about a book business for instance. You have a good book, you’re the only author, and it offers a compelling story, engaging characters, and insightful themes. Yet many are not aware of it. Like many other businesses, the book business has parts; media relation is one of them. Here are some of the things you should do:
Web page. Having an attractive, professional website is the best way to stand out from the competition. A good effective website helps build a strong online presence and helps communicate quality information to not just your readers but media.
Make your webpage media friendly. Your webpage should have a Press Room page which should cover press releases, high-quality images, and excerpts from your book. Historical information about your writing journey, the inspiration behind your book, and news about notable figures, such as literary critics or authors, who have reviewed or endorsed your book should also be included. Their reviews and images should be in the press room page as well.
Press release. Write a press release whenever there is a reason to do so, like a book launch, book signing events, new book releases, special editions, or any awards you have won. The press release should include the atmosphere of your book launch events, the venue, the ambiance, and some of the reviews from readers and critics.
Local Media. Search and collect the list of any local media and contact the editors. Invite them to your book launch events, book readings, or any literary events you are participating in. Highlight how your book contributes to the local literary scene or any community events you are involved in.
National Media. Search and collect the list of national media, book reviewers, and literary critics. If you are in the USA, contact The New York Times Book Review editor if you are confident about your book’s quality, your writing style, and the themes you explore.
Stay in touch with both local and national media editors and send them press releases occasionally. They will eventually write a review or talk about your book either on their conventional media, digital, or social media platforms.
Reviews. Be active on review sites, literary magazines, and newspapers. As Bazaar Voice stated, conversions increase 133% when mobile shoppers see positive reviews before buying. Media reviews are the most effective tools to bring readers to your book. Most readers read reviews before purchasing a book. So, reviews must be answered and managed. They can make or break your brand. Being proactive on reviews, both good and negative, is an excellent way to promote your book.
Book Launch. Organize a book launch event. If you release a new book or a special edition, it is a good opportunity to invite media, local literary figures, authors, and some of your loyal readers. If not a new book, do a season’s reading, celebration, or find a reason to invite these figures.
Celebrate. Collect the list of local and national media that covers your genre or area of interest. Celebrating their birthdays, holidays, and so on might be a good reason to stay in touch with them.
Get Awards. Winning any credible award or receiving positive write-ups and reviews in newspapers and magazines is usually an indication that an author is committed to high standards. Such recognition can significantly enhance an author’s reputation, showcasing their dedication to excellence and quality.
However, it is crucial to be discerning about the sources of these awards and recognitions. Do not seek or accept awards from individuals or organisations that sell them directly or through any means that could compromise your integrity. Awards that are bought rather than earned can damage your reputation and undermine the trust of your readers and stakeholders.
Instead, focus on earning accolades from reputable and independent bodies that recognise genuine achievements and contributions. This approach not only ensures that your awards are meaningful but also reinforces your commitment to maintaining high standards and ethical practices in your writing.
Social Media. Social media is a part of mass media. Use and update them effectively. Social media has become the most influential and important virtual space where the platform is not only used for social networking but is also a great way of digitally advertising your brand and your books.
As a result, keeping in touch with media is an essential part of your success not just in the book business but many other businesses. Whenever a new show, a new movie, or a book is released, they highlight what the media have said. So, it’s extremely important what media says about your book, your writing, and your literary events.
What to Expect from the Media?
- Praise for Your Business and Yourself: First and foremost, expect praise for book and yourself. Receiving praise from the media can be a powerful tool for promoting your titles. Just as Hollywood uses praise quotes to promote new films and actors, and theatres highlight glowing reviews for their plays, the same strategy applies to authors and publishers. Positive media quotes can significantly boost your book’s visibility and credibility, making it easier to attract a wider audience.
- A Good Review: Anticipate a thorough and positive review that highlights the strengths and unique aspects of your titles.
- Catchy Titles and Captions: Media features often come with attention-grabbing titles and captions that can draw readers’ interest.
- A Launchpad for More Features: Being featured in one media outlet can serve as a starting point for being featured in other media outlets. More features lead to more media attention.
Remember, while every business is unique, the key to standing out is to demonstrate your professionalism and the value you bring to people. With a solid media strategy and the right tools, you can effectively boost your reputation, reach more clients, and significantly increase your sales.
