What does it require to become a media darling and give your book publicity campaign extra support? Following best practices for media relations will help. The media coverage resulting from PR programs is far more effective than advertising, so you want to take it seriously. But you need to earn attention rather than buying it, which takes effort and people skills. Some of what endears an author to producers and editors is common sense, but other tactics may need to be more noticeable. You'll succeed when you combine them to mount an effective PR program. Books today need marketing support.

One of the first things seasoned publicists remind authors of is the need for patience. When you reach out to a media contact, it can take time for a replyfollowing up after at least a week is allowable as long as you keep it brief. You want to aim for a tactful reminder more than an overwhelming barrage. People in the media are stretched thin and receive many requests. Getting into their good graces requires tact and sometimes restraint. You may do better if you play the game with a long-term mindset. You do want to be persistent but not pushy. Finding a way to strike a balance between the two can be a fine line.

Another cardinal rule of good media relations is always to be prepared. When a producer or editor calls, they'll engage you in a conversation that will include questions. The quality and caliber of your answers will determine whether you are covered or not. Preparing in advance and having answers ready that include your key messages is essential. It's also important to answer the question that was asked. Try to avoid using your answers as a jumping-off point to give a lecture. Shorter, concise answers will get you farther, and you can gently work in a fact or two to expand your answers; most of all, be helpful.

If you'll pitch the media directly instead of working with a publicist, make your pitches professional. It means well-crafted cover letters, press releases, and a complete media kit, including your bio and headshot. It's vital to remember that other authors and publishers are making pitches for the same coverage. It would help if you conveyed tactfully why and how your book is more useful or entertaining than other new ones in its genre. Lastly, pictures are always worth a thousand words. Include visual elements in your media kits and links to online videos. Visual elements will strengthen your chances.