When I was a TV reporter, I often received story pitches from authors and publicists eager to promote their latest books. Occasionally, they even sent me copies of these books. However, I quickly lost interest upon realizing that the pitch centered solely on the book itself. Despite feeling guilty about tossing these books, many were irrelevant to the stories I covered.
While some media outlets might promote a book by essentially reprinting a news release, unless you’re a high-profile celebrity or public figure, most journalists will quickly move on to the next pitch. Instead of focusing your pitch solely on the book, align it with a relevant and timely event. Position yourself as a thought leader on current trends and provide insights on pressing issues. This approach will make you a valuable source for interviews or contributed articles, where you can subtly integrate your book as a secondary mention.
Although the book might only be a brief mention, this strategy helps build your credibility and can lead to more meaningful interest from those who genuinely want to learn more. Avoid the temptation to loudly promote your book. Instead, seek validation from trusted third parties, such as journalists and podcasters, who can present you as an expert. Tailor your pitches to journalists who care about your topic to avoid the disappointment of finding your book discarded.
We know this works both from the perspective of a former TV journalist and a public relations professional. In fact, only recently, I know of a story pitch about a client’s book that received little response until someone explained why the author could talk about a timely, current event.
By focusing on timely and relevant issues, you enhance your chances of garnering genuine interest and avoiding the digital and real trash bin altogether.
