You should always be listening for news that might make your book an important resource to anyone suddenly concerned with an issue. Always have your media kit ready so that if the opportunity presents itself, you will be ready.

Broadcast Media

When, as an author, you have the opportunity to do a radio or television interview, you want to make the most of it. Interviews can be fun and afford an opportunity to really connect with a large number of potential readers. Here are some quick tips on doing interviews:

● Know what you want to accomplish and what messages you want to convey
● Practice answering questions with a tape recorder to refine your message and get comfortable with your answers
● Create lists like "the top three ways to connect with your audience" with stories that listeners can relate to and remember

The best way to be invited back or to get additional promotion is to be a well-liked guest. Here are ten suggestions to help you make that happen.

- Know your core message and show that you value your audience. You will probably only have time to convey two or three major thoughts, so pick those carefully.
- Give the interviewer something to work with. Bring up topical issues that relate to current news.
- Don't sell your book or other products?sell yourself. Let the interviewer sell your book.
- Let the interviewer lead, and keep your answers short so there will be interplay between you and the interviewer. Stories are entertaining, but they must be short and to the point.
- Smile and exude energy. If you aren't excited about your topic, the listeners won't be either.
- Refer to your notes, but don't read from them. The interview should be a natural conversation.
- Allow no dead air. If you can't remember the answer to a question, answer another question. Also, don't say "Yes" or "No," with no explanation; keep the conversation going.
- Don't talk over the interviewer. Wait until he or she has finished the entire question before answering.
- If an interview is taped for later use, don't mention dates like holidays, the weather, or other subjects that could let listeners know you aren't live.
- Your credibility is dependent on sound with a radio interview, so don't talk too fast or too slow, and use a powerful voice. Stay away from foods that coat your throat (like colas, chocolates, and milk) in the hours before the interview.

Print Media

More strategically, you can submit articles and lobby for reviews of your book in the print media. Select those publications that are likely to be interested in you and your book. Trade publications are intended to be read by a particular business sector. They are often in need of content from qualified experts.

Continue to do press releases as situations warrant. You never know when a major sales opportunity may present itself, and it may be months or years after the release of the book.

Any reviews you receive should be posted on your Web site and are kept with all the other publicity effort results. Positive reviews can be positive for sales. But even negative reviews help you to create a better next edition.

Copyright (c) 2007 Gail Richards