With all that's going on in the news, all of the time, why not integrate some of the relevant media hooks into your book marketing campaign? Each media hook you find that you can relate to your topic could be a boon for your book marketing campaign. If the research you've conducted; your educational background or specialized training; your life experience; or your career accomplishments have made you a subject matter expert who can address events that are unfolding (or, perhaps, that are about to take place), then you have an excellent chance of garnering invitations from the national media to speak as an authority about those significant happenings. Here's how you can decide which types of news hooks might be right for your book publicity campaign.
- Is It a Good Fit? If you're unsure whether or not you should leverage a potential news hook, then begin by asking whether your expertise is a good fit for the news story. For example, an upcoming Boston Marathon may provide publicity opportunities for authors who are experts in the areas of fitness, nutrition, sports gear, Boston, running, or (I'm sorry to add) terrorism. However, if you're an authority on personal finance, public education, communication, or the like, the Boston Marathon wouldn't qualify as a likely news hook for your book marketing efforts. If you feel that your pitch is a bit of a stretch for the media to take seriously, then it probably is. Keep looking. There are news hooks out there waiting for you, or there soon will be, and they're worth mining -- but do be patient and work with only the ones that are a good fit for your book publicity project.
So, by (news) hook or by crook, you should find events locally and around the world that you can address as an author and as an expert. Then keep an eye on the news, click those Google Alerts you receive (they'll contain news stories that include the keywords relevant to your subject matter), and watch for breaking news events to see how they might tie into your book publicity project. Then, pitch yourself to the media (or have your book publicist do it), and watch your book discovery opportunities take off!
Stacey J. Miller is a book promotion specialist and founder of S. J. Miller Communications. Visit her at www.bookpr.com (connecting with her on Facebook or Twitter is strictly optional).