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"How do I set up a media event?" -- As a publisher,
that's a good question to have an answer for.
Media events and public appearances can fall into any number
of categories and include any number of venues (book stores, radio
interviews, television interviews, writing group speeches, presentations,
chat room interviews, online book tours, public forums, and more).
A good place to identify possible media event locations is through
local bookstore. Most bookstores carry event calendars or maintain
a list of contact people who hold that information.
Browse the calendar listings and see if a certain book promotion
fits with their plans. Sometimes it might be necessary to tailor
a planned event for a particular occasion or holiday. If there
is contact information available, make a note of it so you can
pitch the appropriate person about your event.
Follow-up with prospective contacts who have not confirmed dates.
Selling yourself and your book is a numbers game, and as any salesperson
will tell you, the amount of contact is directly proportional
to the amount of sales.
Be persistent without being annoying. If, after three or four
attempts with a particular media contact, you are still unsuccessful
move on to another prospect.
Once you secure an event, prepare it thoroughly in advance. People
who attend or listen to your events are participating because
the advertisement or announcement struck a chord with them, so
be sure to deliver what they came to see or hear. Don't be shy
about letting them know how to order your book. After all, that's
the reason you're involved in the event in the first place.
Promote your media event aggressively. Invite your friends and
family, and if it's within the scope of your marketing budget,
advertise in the local paper. Neighborhood papers may even promote
your event for free within their "Events" pages. You
may even be able to tie it into a book review.
The store is sponsoring the event to attract more customers;
the station is sponsoring the event to attract more listeners
or viewers. Whatever the venue, it is your responsibility to attract
the crowd. The venue is just that -- a venue.
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