How to Go Direct to Journalists and Gain Free National Publicity for your eBook
Journalists are always searching for a topical or unique subject to write about. They may just be interested in your eBook or topic if you can present it in a way that is of benefit to them. You need to give the journalist or media outlet a unique story to run with! Whenever I come across an article about my niche topic, I write down the journalist’s name and keep a copy of their article in a designated folder title ‘people to contact.’ I have been doing this for many years and have built up a good list of journalists who write about the same topics as what I do in my eBooks. So when I want to get a press release out there; I send it directly to each journalist knowing that they already have an interest in my topic as they have written about it before.
In Your Letter Make Sure You:
- Personalise it by using their name.
- Attach the release for them to read.
- Let them know why it is of interest to them.
- Let them know what you can do for them.
Sending review copies of your eBook to large newspapers will be a waste of your time. For a non-fiction book, a major newspaper is not really targeting your specific audience. These papers may be interested in your unique topic, but would have no interest in promoting your eBook. This is just using the ‘Scatter gun’ approach to author promotion that has you on the wrong track. So, acknowledge that these newspapers can help you but you may not have control over who their reading audience is.
Instead of sending your work to the big papers, you are better off sending a press release to specialized magazines and newsletters that have a primary interest in your niche topic. For example; for my tennis eBooks, I sent press releases and personalised emails to the tennis magazines and online tennis sites.
Join HARO – Connect With Reporters Who Want Your Story!
HARO stands for ‘Help-A-Reporter-Online.’ HARO was founded in 2008 by Peter Shankman. ‘Help A Reporter Out’ (HARO) is one of the fastest-growing social media services. Every day, HARO brings nearly 30,000 reporters and bloggers, over 100,000 news sources and thousands of small businesses together to tell their stories, promote their brands, and sell their products and services.
HARO is a free service that emails you a summary of what reporters are working on, and the types of experts they want to interview. This is potentially a great way to offer your ‘expert’ advice or insight into the topic that a specific reporter is working on. In return you may appear in a major publication, or news story, that could launch you as an expert for future interviews.
1. Keep your own list of influential people within your niche topic and contact them when needed.
2. Follow those reporters who report on your topic.
3. Visit HARO
4. Contact niche online magazines who would be interested in your story.
5. Provide a benefit to the person you are contacting.
6. Become the ‘go-to’ person for your topic and receive consistent requests for interviews.
7. Improve your public speaking skills.
8. Improve your skills in writing a compelling press release.