(then USE it)
A media package is a collection of germane and interesting background material relating to you and your book that writers of articles for publications (on- or off-line) and individual bloggers can use to enhance the reviews or profiles they are doing about you. When the kit or package is complete, you can send it out by email – or by mail, including a hard copy of the book if one is available – to individuals or publications that you think might want to review your book.
A complete media kit includes between seven and nine components. It should include 1) information on the author – including a biography and an annotated bibliography, lists of awards, prizes, and other writing achievements, etc. – and 2) information on the book, such as an intriguing bit of promo copy and at least a taste of what the book is about, plus perhaps interesting details about the writing process, how the cover was created, other books that readers of your book might like, etc.
The kit should also include 3) photos of the author and the book cover, suitable for reproduction, and information on 4) where the book is available for sale. Make sure to include your 5) email address so that the media person or blogger can contact you if he or she wants additional information.
A press kit can also include 6) an excerpt from the book itself, and 7) copies of reviews. You might want to include some 8) sample questions that an interviewer could ask you about yourself or the book (you can either answer them in the kit or not… depending on your inclination).
Last but not least, you might want to create 9) an actual media release, a well written story that a newspaper or magazine might run about your book if it is looking for a space filler (or the writer is behind schedule and desperate to find some copy for a deadline). You can get lots of information on how to write an effective media release if you simply Google the words “how to write a media release.” This article, from The Toronto Star, is good.
Turn the Media Package into a Website
Once you have all the materials together that I have listed above, and anything else you might want to include in your press kit or media package, you also have the basic components you need to create a website for your book. John A. Aragon and I have just put together the media package for The Adventures of Don Valiente and the Apache Canyon Kid, and we have posted all the pieces on the book’s brand-new website here: www.donvaliente.com
Check, Check & Check
Demonstrate excellence: Before you do anything with your press kit or publish your book’s website, make sure that you have created excellent text copy and that all your links work. Your media package is your ambassador: it is the first contact many influential people will have with your book. If your media package is hastily assembled and badly edited, you are shooting yourself in the foot.
Be interesting: This is almost as important, if not more important, than demonstrating excellence. If your website/media package isn’t interesting, no one is going to bother to investigate any further. (I can’t tell you how to be interesting. Either you got it, or you don’t. But keep in mind that the “interesting” part needs to relate in a genuine way to you or your book: putting photos of your kid’s Popsicle-stick trick in a media package is not likely to do your book any good.)
Update: Don’t forget to add new book reviews and awards as they come in to both your media package and your website.
There is absolutely no point in having a great media package and book website if you don’t tell anyone about it. (I am not talking about telling your buddies on Twitter and Facebook – I am discovering that despite what everyone “in the know” is telling us, social media are almost a total waste of time when it comes to book promotion.) Find the names and addresses/emails of the people and outlets where you want reviews/profiles about you or your book to appear, and send the appropriate individuals a package by mail or via an (interesting) email. Don’t send too many of the latter as blind copies to a single email, either: it is my theory that a lot of genuinely worthwhile emails go to spam because the senders have added too many people to the bcc line. In fact, I tend to prefer to send the same email, one at a time, to each recipient. This takes more time, but I think it’s worth it. Same goes for individually addressing form letters that go out through the traditional mail system.
Second-hand recommendations are always better than first-hand ones. If you tell someone to read your book, it will have an effect that ranges between negative and negligible (unless maybe you have the goods on that other person, or it’s your grandma). Self-promotion cannot compare to the impact of having someone else tell other people to read your book (or even tell them to NEVER read your book. That attracts readers, too: fewer, perhaps, and for entirely the wrong reasons.)
Taking advantage of these truths is the whole purpose of a press kit, of course.
In a future article, I will tell you how John and I went about finding and attempting to contact media we wanted to review Don Valiente, and how I am doing that for The Whole Clove Diet and for my grant-writing podcasts, and I’ll report on how it all worked out.
Please note: I am about to start compiling a pdf of all of my BOOK PROMOTION TIPS OF THE WEEK. If you would like a copy of the most recent complete edition, email me at mary at marywwalters dot com – preferably with BPTW in the subject line – and I will send it to you. No charge. If you want regular updates, let me know that too – but you can save yourself emails if you just subscribe to The Militant Writer after you have downloaded the back posts that you’ve missed.