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Below is a discussion of the press kits sent to a host of a TV show that reviews books. These materials were created by publicists
and publishing houses, freelancers, and assistants. The best of the best – what enticed the host’s eye, and got
him to book the author on his show – are reviewed below.
1. Book covers glued to the front of the folder are eye-catching, plus glossy photo of author, plus testimonials. All are
nice touches. Bear in mind a photo of author doesn't matter for radio.
2. Jodere (publishers and publicity house) sends VERY sophisticated, glossy kits. However, it's not the gloss that impresses
radio hosts – what is of the MOST importance is the content of the kit, and not the wrapper.
3. Penguin Putnam sends author’s publicity folded & tucked into the book. It's a big wad of paper, and is too much
information to read. Cutting swiftly to the point with a few well designed pieces of information works best for busy radio
hosts.
4. A 'One-Sheet' can sell a host on an author. At the top: If you can, have a blurb on your work quoted from a major media
outlet like NY Times or USA Today. The text of the one-sheet should contain a minimum of hyperbole. At the bottom - a direct,
to the point bio that demonstrates your credibility.
5. Include a Q&A page in your kit that demonstrates how you'd approach an interview – invaluable to a host looking
for a lively interviewee. An informal, chatty Q&A, which reads more like a transcript of an interview, is of more use to
a host than something polished to death and depersonalized.
6. Use a better quality paper, with an interesting columnar layout. (Try a layout with title in a header bar, two columns
with text on left, bullet points on right as background material in book written as teasers, and short bio in footer bar.)
List collateral products in the press kit. Use glossy paper for magazine article reprints, so they'd look like the magazine.
7. Include a list of those who contributed stories to the book, the page their story appeared on, background summaries of
WHY they appeared in the book, and a notice that they are ready and available for interviews. Oprah producers love this –
it establishes you as the go-to person on your topic.
8. Include a list of corporate clients you've worked with – and add your client's logos to press kit. This can be very
eye catching. Send kit priority mail, with a personally signed book and notes on the articles. Personalization creates connections
to the potential host.
9. Hold an on-air contest, something that drives listeners to your website, where they would leave contact info. A newsletter,
or other means of forging an emotional connection with a potential readership is great follow-up to e-mail contacts.
10. Have a couple of tip-sheets in press kit for the host to crib from. “Street smart tips for growing your business.”
“What I learned from Steven Spielberg and Harrison Ford.”
11. Include a media page of all the stations you've been on. If there's a lot, it can be impressive to a host – a clue
that you’re a solid subject for interviews.
12. If you have talks free on tape – and send an audio component to the host, which gives a clue to how you would sound
on radio.
13. Write your Q&A using general interest human story questions. “How did you get to the top of corporations? What
can everyone learn from your story? Was being a woman a draw-back? Was it worth it?” Keep the focus on the person and
not the book. This makes for attractive, human interest radio. This technique is suggested by a media coach.
14. Have a picture of yourself with the Dalai Lama? Pictures of yourself taken with famous people are eye-catching, and point
to stories of interest to the public.
15. Include a cover letter which describes the book from a feeling-toned, human needs perspective. It ‘provides comforting
advice,’ or 'describes a personal journey of dealing with loss,' or ' private struggles and search for purpose.' Talk
about mentors and teachers. The bio can go right to the point of the humanity behind the book project. This strategy cuts
right through the usual PR 'formality.'
16. Tiered style kit enclosures attract the eye. Full page clips and tip sheets on the right, and tiered sheets folded over
so that only the header bars showed on the left. 1-Sheet on top, under that the Q&A, under that, the Bio.
17. Break Q&A out into six defensive questions, and six offensive questions. This is a way to show the host that you are
prepared to engage in a dialogue, a conversation – and not just a monologue.
18. Kit folders needn't be spendy to be colorful and attractive. Use a clear plastic binder with a rigid spine, print a jpeg
of book cover, & slipped it in as the first sheet, face up.
19. Invite controversy in your kit. “XX (your name) sounds off on...” and then bullet points about things you
have opinions on like *the Feminist Movement, *Political Correctness, *Right-Wing-Nuts, *Cronyism in Corporations.
20. Even authors at the top of the publicity game, hit big by establishing their credentials right at the top of the one-sheet.
For further information, see Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars --
by Jay Conrad Levinson
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