Sunday, February 13, 2011
Scott Lorenz is President of Westwind Communications, a public relations and marketing firm specializing in marketing authors
Should authors go to the National Publicity Summit
in New York? Book publicist Scott Lorenz of Westwind Communications says "yes!"
Lorenz should know as he's attended almost every Summit since Steve Harrison started it several years ago and goes once or twice a year to create new media relationships, maintain old ones and of course, to pitch his PR clients to the media.
"Through the Summit, I've gotten clients booked on Fox News, PBS, CNBC, MSNBC and a number of national magazines," says Lorenz.
"I represent a lot of authors. Here's the problem: authors have to do most of the promotion of their books if they want them to sell. Even if you've been picked up by one of the big publishing houses, they only do so much to get you media attention. This is the reality."
"Let's say you decide to get media attention yourself. You plan your trip to New York City, where most of the big media are headquartered. You roll into Manhattan with your strategy all laid out: "First, I'm going to try to meet with the producer of Good Morning America, and then I'm going to Fox News
, and then I'm going to see the reporters at Reuters. After lunch, I'm going to try to talk to the Today Show
and then I'm going to stop by and see if I can talk to the producer of 60 Minutes
"Forget about it. It's not going to happen," says Lorenz. The media doesn't know you from a bale of hay and they don't have time to chit chat. They're working on breaking news and filling the news slots right in front of them."
Lorenz says the Summit allows for many people is access, one-on-one, to these media gatekeepers in a very efficient and organized event. But it's not for every author. "Depending on your situation, it may or may not make sense to go. I'd recommend it if you have a consumer-oriented, non-fiction topic. Does it have broad audience appeal? Can your book help the average person in their day-to-day lives? If so, then it makes sense for you to consider attending," adds Lorenz.
"Furthermore, if you have a highly technical topic such as how computers work, or one about a historical event such as WWII, it probably doesn't make sense to go to the Publicity Summit, unless you can connect your book to current trends and news."
"In fact, the Summit staff will probably turn down your application if they feel that the media would not be interested in the topic. Generally I have found that, fiction, poetry and books about localized topics will not do well at the National Publicity Summit. For example, a book about the best bars in Chicago would probably not be of interest to the national media who attend the Summit," says Lorenz.
Should you go if you feel you're not ready to meet the media? Here's a little secret: "no-one feels ready." "Don't worry about that. If you're an expert with a decent topic with a unique angle, the Summit can work for you. Go there to build relationships, yes, but also go to get feedback from the news industry professionals. I've seen people before the Summit starts coming in thinking they're heading in one direction, then after having interacted with 100 journalists and producers, leaving with all new information or direction…a better book title, the perfect pitch, new business ventures and relationships."
Lorenz is such a fan of Steve Harrison and his National Publicity Summit
that he is now an affiliate for the Summit. Find out more at: http://www.nationalpublicitysummit.com/?10373
About Scott Lorenz:
Scott Lorenz is President of Westwind Communications, a public relations and marketing firm which specializes in book marketing
. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC Nightly News, ESPN, The New York Times, Nightline, TIME, PBS, NPR, the Los Angeles Times, USA Today, Washington Post, Family Circle, Woman's World, & Howard Stern to name a few. To discuss how Westwind Communications helps its clients get all the publicity they deserve and more visit http://www.book-marketing-expert.com
or call 734-667-2090 or email firstname.lastname@example.org
For info on the National Publicity Summit visit: http://www.nationalpublicitysummit.com/?10373