This is part five of a five-part series where we’re diving into the world of public relations (PR) for authors. In this part, Lilian shares two common misconceptions and debunks them.
NOTE: These blog posts are from an interview I did with Lilian Sue from In Retrospect Writing Services. Although we did one interview, it was an hour long, so I have divided it into five blog posts to organize it and make it easier to read.
- Part One: Unlocking Author PR | Building Strong Author Mindsets
- Part Two: Unlocking Author PR | PR strategy vs. Placement for Authors
- Part Three: Unlocking Author PR | Common PR misconceptions for authors
- Part Four: Unlocking Author PR | Managing Your Author Reputation Online
- Part Five: Unlocking Author PR | Bridging the PR Tools Gap – You are here!
You can find the video of the entire interview at the end of the blog post.
Authors: What Really Works!
In this last section, we will go over the main points of our discussion and provide you with practical advice to proceed.
Misconception #1: Any Publicity Is Good Publicity
The Myth
One of the oldest misconceptions in the industry is that any publicity is good publicity. The belief is that if people are talking about you, it’s beneficial regardless of the context.
The Reality
In today’s digital age, negative publicity can have long-lasting repercussions. With the internet and social media, anything from controversial tweets to past indiscretions can resurface and harm your reputation. If you’re trying to build a brand as an author, speaker, or thought leader, you must manage your public image carefully.
What You Should Do Instead
Before embarking on any PR campaign, conduct thorough research to clean up your digital footprint. Scrub any potentially damaging content from the internet as much as possible. This doesn’t mean you shouldn’t be allowed to make mistakes and grow, but it’s about protecting your current reputation from unnecessary harm. Here are some steps:
- Audit Your Online Presence: Look for any controversial content or past mistakes that could be used against you.
- Clean Up: Remove or address anything that could negatively affect your current brand.
- Be Prepared: If a past issue is likely to come up, prepare a thoughtful response that acknowledges growth and change.
Misconception #2: PR Campaigns Don’t Translate to Book Sales
The Myth
Some authors believe PR campaigns don’t lead to book sales, especially after investing significant amounts and not seeing the desired return.
The Reality
The issue often lies in the campaign’s execution and alignment with the author’s goals. Authors sometimes defer entirely to publicists without clearly communicating their objectives, leading to misaligned efforts.
What You Should Do Instead
Active involvement and clear communication with your publicist are crucial. Here’s how to ensure your PR campaign aligns with your goals:
- Advocate for Your Goals: Clearly articulate your objectives to your publicist.
- Tailored Campaigns: Work with publicists who create campaigns specific to your needs.
- Consistent Promotion: Promote every media appearance effectively across your channels.
Misconception #3: DIY PR Mistakes
The Myth
Authors attempting their own PR often face challenges, believing that any attempt is better than none.
The Reality
DIY PR can be effective, but common mistakes include lack of a solid strategy, ineffective pitching, and inadequate follow-up.
What You Should Do Instead
Building a successful DIY PR campaign involves several key steps:
- Mindset: Be prepared for setbacks and rejections. Maintain a positive mindset and stay persistent.
- Messaging: Know your story and be able to articulate it in a compelling manner. Your journey and unique insights make your story interesting.
- Targeting: Identify the right media outlets and contacts. Pitching to irrelevant outlets wastes time and resources.
- Presentation: Ensure your author photos, book displays, and promotional materials are professional and aligned with your brand.
- Follow-Up: Persistence is key. If you get a rejection, try again later with a refined pitch.
Misconception #4: Paying for Media Opportunities
The Myth
Authors are often unsure whether paying for media opportunities is worth the investment.
The Reality
Paid media opportunities can be valuable, but it’s crucial to evaluate their worth and how they fit into your overall strategy.
What You Should Do Instead
When considering paid media, do your due diligence:
- Research: Investigate the outlet’s credibility, audience, and promotional efforts.
- Evaluate: Determine if the benefits justify the cost. Consider what additional promotion the outlet offers (e.g., social media ads, newsletter features).
- Budget: Ensure that spending on a paid opportunity doesn’t overly strain your budget or limit other essential PR activities.
Building an Effective PR Strategy
In conclusion, PR can be incredibly effective when approached strategically. You don’t need to spend exorbitant amounts of money or have a massive audience to see results. What you need is a solid strategy, clear goals, and active involvement in your PR efforts.
Remember, a successful PR campaign is about quality, relevance, and authenticity. By building genuine relationships, engaging directly with your audience, and leveraging cost-effective strategies, you can elevate your author brand and achieve your goals without breaking the bank.
About Melody Ann
Melody Ann is the founder of Author Nation. She understands that writing a book starts with a long to-do list, most of the items a mystery. That’s why she developed the Book Success Blueprint and wrapped it in writing session, office hours, and more to provide accountability, support, and motivation when needed.
She has worked with both traditionally published and self-published authors and understands the pros and cons of each publishing path. Melody Ann has worked in almost every aspect of the publishing world.
About Lilian
Storytelling and building relationships are the cornerstones of Lilian’s business as a PR coach and publicist. She empowers authors to gain the confidence to push past their limiting beliefs of fear, anxiety and imposter syndrome to harness the power of PR to achieve their goals of becoming global leading best-selling authors.
Through her coaching, webinars, workshops and campaigns, she de-mystifies the world of PR, giving her clients personalized support and clarity to develop strong PR mindsets, concrete goals and tailored strategies to help them get in front of the right audiences.
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