Ten PR Tips

• You must get your message to the news media via a PR campaign. Advertising is cost-prohibitive and not as effective.
• Timing is key - get the word out early and often. Tell everyone you meet or know about your book.
• Set a budget aside to invest in PR. It will pay off with book sales, prestige and positioning for future book deals.
• Start with radio. It's the least expensive, but a very effective means to promote yourself.
• Don't expect national TV. Not until you do some local media or gather press clippings.
• Book reviews are not always the best way to go. Broad coverage off the book page is better. Book reviews are simply much harder to come by - and are less effective.
• Be prepared to summarize the highlights of your book in 15 seconds. That's how long you have to convince someone your book is worth looking at.
• Bring in a professional to promote you. Just as doctors don't treat themselves and lawyers would never represent themselves.
• Look at getting PR for your book as a way to build up your name recognition. People like to read or buy from someone they have heard of.
• Take action. Do book signings, tour colleges, create book clubs and take a grass roots approach.