Interview with Author Peggy Collins, Part Two

Author and speaker Peggy Collins has been reaching out to the media about her ground-breaking new book, Help is NOT a Four-Letter Word. In Part Two of her interview, she shares tips about publicity.

Soundbite Coach (SC): Peggy, you have booked many interviews yourself and also hired a publicist. Which route do you recommend?

Peggy Collins (PC): Functioning as your own publicist is a full time job. If one has the time, I think it’s fun and rewarding. We authors can build a rapport with that producer that someone one-removed from the product just can’t do. I also have a sales and marketing background so it’s doing what I’ve always done. Many have trouble selling and a publicist is the perfect answer.
After a month of being my own publicist, I realized how much time it was going to take away from marketing my speaking, so I made the decision to hire a publicist and still keep my hand in, lining up whatever I can.

I had sound advice from a friend who had employed this particular PR firm and it’s a wonderful choice. The staff is doing a great job.

SC: What is the best way to work with a publicist?

PC: The publicists will lay out a strategy based on information you provide on their questionnaire. The best way I’ve found to support the publicist to accomplish that strategy is communication, communication, communication!

If I’m doing anything to line up an interview, I let her know up front and keep her advised so we don’t double-book. Once a week, I send a list of names that I’ve sent books to, based on her requests. That way, she’ll know when to follow-up. If an interviewer says he or she would like to have me back on, I let the publicist know so she can follow-up. If I see an opportunity for a market we’re not pursuing, I brainstorm with her via email. If I’m given an option to do something a little unusual-like a midnight talk show in studio in NY, I always ask her advice.
When specialized phone lists are rolled out that fit my niche, I have purchased one and we have split it up for coverage.

SC: You were good about calling anyone you knew who might have a relationship with a reporter or show host. What kind of results did you get?

PC: As always, networking is the best tool to creating instant rapport with a reporter or talk show host because you’re borrowing someone’s credibility to connect with that person. I’ve found it the very best way to get booked.

SC: What advice do you have for other authors and speakers?

PC: Lots of it! Here goes:

· Get started early in planning your publicity. I didn’t know that and it would have saved me so much “learning curve time.” There are many things you can do prior to the publishing date that your publisher may never tell you.
· Start saving or setting up a rather large budget (or as much as you can afford) because every expert out there has bundled knowledge and it has a price tag on it. I utilized many of these types of packages and teleseminars to “hit the ground running.” It’s like building a home. It’s always going to cost more than you think and often success is tied to how much money you’re willing to spend.
· You’ll also need a book-buying budget although a national publisher will sell to you at a discount. You’ll be sending out a large number of books to prospective interviews and interested people, and you’ll have mailing expense as well.
· Figure out who you can get to write reviews prior to publication.
· Decide if you’re going to use a PR firm or do your own and network to choose the right fit.
· Ask yourself: What do you want to accomplish? National recognition? Local? All important in laying out a plan and thinking it through before you are faced with having to do it.
· Radio interviews - print media – TV - Virtual Author Tours - booksignings - teleseminars - webinars - feeding articles to the Internet - being utilized as an expert, having a blog - writing for other blogs - doing an Amazon blitz - signing up on all the search engines - all are tactics that you need to become knowledgeable about prior to launching a PR campaign.
· What specialized lists can you buy that will help direct your campaign?
· What sites represent your niche? Think about writing an article or advertising on that site. · Every interaction is an opportunity to get the word out there. Look at emails coming to you. How can you capitalize by letting that person know about your book?
· Whether you’re picking up your cleaning or eating at a restaurant, carry marketing pieces to strike up a conversation. I’ve used magnets with my book title on them.

SC: Peggy, that is such great advice. Thanks so much for teaching the world to ask for help and for giving us your help!