| Choose four or five firms or consultants to interview. | | | | you? |
| Before you contact them, formulate some basic ideas | | | | * Do they have good ideas, energy, and a twinkle? |
| on what you want them to do and the results you | | | | Are they people who can get others excited enough |
| hope to receive. However, be open to their | | | | to really get behind your book? |
| suggestions because as experienced professionals, | | | | * What results do they claim? Who are their clients? |
| they probably will suggest better, more productive | | | | Ask for a list of their clients and permission to contact |
| tactics than you had in mind. | | | | them. Ask specifically for the names of those that |
| Also be realistic. We know that your hopes are deeply | | | | worked with the people who will be handling your |
| attached to your book, but all books won't be | | | | account. Call them. Don't just call the three or four |
| mega-sellers, especially authors' first books. As much | | | | clients that the firm selects; request their entire client list |
| as you believe in your book, don't expect a publicist to | | | | and then decide whom to call. When your reach the |
| be able to make it Wednesdays with Morrie--it could | | | | firm's clients, ask them the questions listed in "Finding |
| happen, but the odds are real long. | | | | Publicists" above. |
| Decide how much you are willing to spend. Discuss | | | | * Be wary of formulaic campaigns that follow |
| pricing with your agent. Most firms have set fees for | | | | repetitive formats. While some successful tactics may |
| specific services, so calling and saying you have | | | | be worth repeating, they can quickly grow old. |
| $5,000 to spend isn't the best approach. Instead, | | | | Repetition often stifles creativity and causes publicists |
| explain your book's focus and your expectations, and | | | | to be inattentive or to merely go through the motions, |
| ask what it will take to launch your book. | | | | which can sap the life and energy from campaigns. |
| Publicity is an investment, and, at first, the cost might | | | | * Ask each firm or consultant what it will bring to your |
| surprise you. Investments always entail risks, so if | | | | account. Is it creativity, experience, contacts, large |
| you're not willing to invest, don't put firms or consultants | | | | agency backing, personal service, attention to detail, |
| through the entire selection process. Don't waste their | | | | entrepreneurial background, media placement, booking |
| time. Wait until you're ready and willing to spend. | | | | speaking engagements, and more? Make them sell |
| Meet and interview each firm and consultant in person. | | | | themselves to you. |
| Go to their offices, look around and into their eyes, and | | | | * Find out if publicists are members of the Public |
| --- | | | | Relations Society of America (PRSA) and |
| Finding Publicists | | | | associations specific to publishing, such as the Small |
| * Get a sense of the atmosphere and how they work. | | | | Publishing Association of North America (SPAN) or the |
| Is it relaxed, tense, efficient, well organized, or chaotic? | | | | Publishers Marketing Association (PMA). Since publicity |
| How do they dress and answer phones? Do they look | | | | is a business of contacts, your publicist should have |
| and act professional and would you want them to | | | | solid connections within the industry in which he or she |
| represent you? | | | | works. |
| * Trust you instincts, your gut feelings. How do you | | | | * Visit all candidates' Web sites. If publicists don't |
| feel? Are you comfortable, on edge, intimidated, or | | | | promote themselves with great Web sites, they |
| unimpressed? Do you like and trust them? Do you | | | | probably won't do a good job of publicizing your book. |
| believe what they're saying? How much interest do | | | | Their Web sites should include testimonials, titles they |
| they seem to have in your account? | | | | represented, case studies, and staff biographies. |
| * Ask who will perform the actual work on your | | | | Ask candidates for references from authors they |
| campaign and for details on his or her experience. | | | | represented. Verify them by speaking personally with |
| Make sure to meet that person and to look for signs | | | | their authors. Don't merely settle for written testimonials |
| of his or her energy, enthusiasm, excitement, and | | | | that praise a candidate, check them. |
| creativity. Find out who will be supervising your account | | | | Be wary of publicists who want you to contact only |
| and to what extent he or she will be monitoring | | | | certain authors. Instead, get a copy of their entire client |
| * How did the people you met react to your book? Do | | | | list and decide whom you want to call. Try to speak |
| they want to read it? Do they seem excited by it or | | | | with authors they have recently represented and |
| even interested in it? Is it just another job to them? | | | | those who are long-standing clients. When you call, ask |
| * Are they good listeners? Do they seem to | | | | authors the questions listed in the section "Finding |
| understand you and your needs? Do they genuinely | | | | Publicists" above. |
| seem interested in helping you or are they just selling | | | | |