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Build Book Buzz Publicity Forms and Templates By Sandra Beckwith Table of Contents How to Use this Workbook Message Development Template .5 Sample Message .7 Book Announcement Press Release Writing Form Sample Book Announcement Press Release 11 Author Bio Form 13 Sample Author Bio 15 Author Q&A Template 16 Sample Author Q&A .17 Tip Sheet Writing Template 20 Sample Tip Sheet 23 Press Release Writing Form 25 Sample Press Release .28 Press Kit Quiz Template 29 Sample Press Kit Quiz 31 Book Review Form 32 Sample Book Review .35 Web Site Press Room Template .37 Sample Web Site Press Room 39 Virtual Book Tour E-mail Pitch Template .40 Sample Virtual Book Tour E-mail Pitch 42 Radio Talk Show E-mail Pitch Template 43 Sample Radio Talk Show E-mail Pitch 45 Article or Segment Pitch Letter Form 46 Sample Article or Segment Pitch Letter 48 Syndicated Article Writing Template 49 Sample Syndicated Article .52 Create a Sound Bite Form 54 Sample Sound Bites .56 Book Publicity Plan Template .57 Sample Book Publicity Plan 62 Book Publicity Resources 65 About the Author 70 Introducing two exciting buzz-building workshops for authors! 71 Build Book Buzz Publicity Forms and Templates How to Use this Workbook This workbook contains nearly all the forms and templates you’ll need to generate exciting buzz in the press for your book, whether you’ve produced a work of fiction or nonfiction STARTING OUT: Before working with these media relations tools, take a minute to print the workbook and review everything offered here Read the introductory text before each tool to determine if it’s the right resource for your current goal The instructions for each tool and the samples I’ve included should help you decide which ones will suit your purposes (Thanks to author friends Jen Singer, Susan Finn, and Robbie Kaplan and publicist Patti Danos for allowing me to reprint their tools I appreciate their generosity.) PLANNING: I’ve included information on how to write a book publicity plan for those of you who haven’t done that yet A publicity plan gives you the essential blueprint you need to make things happen It’s not a media relations tool like everything else in this workbook – it’s a planning tool It helps you figure out where you want to go and how you’re going to get there You should create your book publicity plan before doing anything else, but I wanted you to see what tools were at your disposal before you determined how – or if – they would fit into your publicity plan That’s why I’ve included the plan-writing form at the end of the workbook USABILITY: Please note that while most e-books are sold as PDF files, this one is a Word file because it’s more useful to you that way I want you to be able to copy and paste each template into a new Word file so you can literally fill in the blanks on your computer screen You might even want to copy and paste each tool into a permanent Word file that you save and protect as your master document – your master press release form, tip sheet form, author bio form, and so on QUESTIONS?: Finally, please let me know if you have questions, comments or feedback Is there something missing? Could I explain something more clearly? I’d love to hear from you Contact me at sb@buildbookbuzz.com Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! Build Book Buzz Publicity Forms and Templates Message Development Template If you aren’t clear on your message each time you communicate with the media, your publicity efforts will be less effective Giving careful attention to your communication messages allows you to get a little more control over the unpredictable – and generally uncontrollable – publicity process Anything you can to exert some control is good Your message development focuses around determing the point you want to make – the “headline” in the template below – and bolstering it with “supporting information.” When creating and finetuning messages for the media and other communication efforts, supporting information is often in the form of statistics, compelling facts, and anecdotes that illustrate the message point Use this template to develop one to three messages – all you’ll need for the typical media encounter – and to organize the information that supports your messages Message Point Write your headline What is it you want to communicate? What’s your supporting information, statistics, anecdote, etc.? Message Point Write your headline What is it you want to communicate? What’s your supporting information, statistics, anecdote, etc.? Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! Build Book Buzz Publicity Forms and Templates Message Point Write your headline What is it you want to communicate? What’s your supporting information, statistics, anecdote, etc.? Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! Build Book Buzz Publicity Forms and Templates Sample Message Here’s an example Let’s say the author of a book on how to shop at flea markets wants to communicate that doing research is essential to paying the right price for your treasures Headline: Research the products you want to buy before going to flea markets so you know how much you should expect to pay for them Supporting information: • When I was starting out, I paid three times as much as I should have for some vintage Fiestaware pieces that I thought I could re-sell on e-Bay I still own them • Once I began researching the value of items that always caught my eye and became a better price negotiator, my resale income on eBay increased 125 percent • My survey of 500 of my e-zine subscribers revealed that 73 percent of them believe they overpaid for a flea market item at least once Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! Build Book Buzz Publicity Forms and Templates Book Announcement Press Release Writing Form Use this form to help you begin writing a press release announcing publication of your new book Answer the questions below first Then use your answers to create a compelling release that explains what makes your book interesting and different Use the sample book announcement press release following this template to guide and inspire you (Get more tips for how to write a good announcement release at http://tinyurl.com/lmfkyr.) I’ve assigned each step in the process a red letter – A, B, C, etc – and added that letter to the sample release so you can match the step with the end result Make sure you don’t use the colored letters in your final product! In addition to using this release to announce your book to the press, give it a home on your Web site in your online press room (see page 27) A What’s the release date? Most press releases can be used immediately If that’s the case, write FOR IMMEDIATE RELEASE If the information can’t be used before a specific date or time, it’s FOR RELEASE (INSERT DATE AND TIME) What’s your situation? B Who should get inquiries from reporters? (Most often, it’s you.) Include the name, phone number and e-mail address Name: Phone number: E-mail: C Write an attention-getting headline Announce the release subject with active verbs and colorful words Focus on the book, not yourself Start here with a list of words that describe the book Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! Build Book Buzz Publicity Forms and Templates Now use some of those words to craft an attention-getting, yet accurate, headline Subheads are acceptable but not required D What’s your lead? A lead is the opening statement that tells what the release is about Start out broad; get more specific later in your release What are the key facts about your book to include in the one or two sentences that comprise the first paragraph of your release? Write the most important one or two facts here Use those facts to write your lead – your compelling opening statement offering a preview of what else is to come in the release – here E In the second paragraph, expand on the lead by offering more details This is a good place to introduce the book title and author’s name What else we need to know? F Give us more details about the book in bullet points Get even more specific here, after that second paragraph What’s unique or special about the book? What differentiates it from other books in your category? List key facts below to guide you when you write this section of the release G Include a quote after you’ve presented specifics on the book Why did you write the book? Why you think it’s useful? This is where you can share your opinion Focus on information not presented elsewhere in the release Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! Build Book Buzz Publicity Forms and Templates H Give us your credentials Who are you? What’s your connection to the topic? Write a paragraph that explains why you’re the author of this book I Conclude with a paragraph that repeats the book title and price and tells people where they can buy it You will use this concluding paragraph in all your press releases and tip sheets for the book, so it is referred to as a “boilerplate” paragraph Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 10 Build Book Buzz Publicity Forms and Templates write magazine articles on my book’s topic, and send them copies of the book with a list of suggested article ideas.” List as many as you need: • Tactic • Tactic • Tactic • Tactic • Tactic • Tactic Budget: After you create a list of tactics you believe will work, pull out the calculator to determine which or how many of them you can afford If your budget is limited, select those you believe will have the most impact for the least amount of money $ _ Timeline: A timeline will help you manage the tasks and tactics included in your plan If you want your by-lined article to appear in the June issue of a trade magazine, for example, then note both your start date – at least December – and your targeted publication date on your timeline If you plan to mail one press release a month, let your timeline reflect not only that schedule, but when you need to start writing each release Once you’ve created your publicity plan, incorporate the tasks and deadlines into your daily calendar so that you make certain you follow through on your assignments Remember to reward yourself when you complete a task, particularly if it’s one you dislike Use the form on the next page to create your timeline If this format doesn’t work for you, create one that does Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 60 Build Book Buzz Publicity Forms and Templates Week/Month for Activity Activity Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 61 Build Book Buzz Publicity Forms and Templates Sample Book Publicity Plan Here’s a sample book publicity plan that author Robbie Kaplan wrote while participating in the “Book Publicity 101: How to Build Book Buzz” e-course Situation/Overview How to Say It When You Don’t Know What to Say: The Right Words for Difficult Times was published in 2004 I have written eight job search books, including How to Say It In Your Job Search in 2002, and this book topic, a passion of mine, easily fit the series format There are two competitive titles but those books are more narrative My book is user friendly, covering an overview of grief, helpful communications, and 25 difficult experiences/losses If someone you know is grieving the loss of a pet, miscarriage, suicide, job layoff, divorce, or devastation from a hurricane, you can turn to the appropriate chapter, read an overview of the situation, learn what to say, what not to say, steps to help, what’s not helpful, along with concrete suggestions and sample letters that will provide comfort Marketability I devoted six months to book publicity and generated amazing publicity with some radio, a TV production company who contacted me and produced a 2-minute segment that aired in nationwide markets, and a quote and recommendation in “Ask Amy.” The books were reviewed in large and small publications (but not the long lead major ones), many newspapers, professional journals, and I got lots of expert quotes in niche magazines and newspapers I got great results pitching my career markets with articles on “when bad things happen to your colleagues,” and newspaper columnists around Christmas with “no holiday s from grief” Recently, the PR firm with the Hallmark account found me and asked me to be a spokesperson for their new line of “Journey” cards - but they decided to cancel the media tour with lagging card sales My book sales are as low as the card sales – everyone needs to know how to help but I believe people are uncomfortable with the topic When queried on how I got interested in this topic I shared my 20+ years of experience working with job loss and how many of my clients confided other losses as well I then launched into how isolating loss is and the importance of supporting individuals facing loss But the introduction to my book details the deaths of my two children in infancy and how my experience taught me the importance of supporting others through difficult times and how even the smallest gesture can truly help someone heal Some media focused on the introduction and I did interviews based on my experience But I tried to work around this loss, not wanting to capitalize on the deaths of my children I found the media was most receptive to the topic when facing loss themselves, for example: their mom was diagnosed with breast cancer, a father was facing declining health, an exboyfriend asked for support when facing a parent’s terminal illness Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 62 Build Book Buzz Publicity Forms and Templates I’ve also worked hard on my Amazon and B&N presence, learning how to edit and enhance their content, add newspaper reviews, and get readers to write reviews Audiences Everyone needs my book I have targeted individual buyers, nationwide libraries, and specific markets, such as: funeral directors, financial planners, educational administrators, doctors, trust attorneys, nurses, counselors, my religious community and other religious communities – I obviously have not found my reader I write a syndicated online “Ask the expert” column on careers and the workplace and my book titles appears in my byline I have tried my hand at personal essays on experiences that provide comfort with no success I had difficulty with my publisher from the beginning with poor support from the in-house publicist and a lack of inventory when publicity hits (for example, they agreed to reprint before “Ask Amy” but didn’t and ran out of books in three days) Goals • To create a plan to be implemented over 12 months to better reach my audience • To generate book sales through increased visibility on blogs and the Internet • To identify direct ways to reach my readers Objectives • By December 31, will have an online presence through blogs and Web sites using tip sheets, press releases, and personal entries • By December 31, will gain greater visibility with buyers by booking speeches through community organizations such as the local library and Rotary • By December 31, will have explored interest in pursuing radio and television interviews • By December 31, will have detailed plan for magazines, journals, and newspapers for tips sheets and targeted short articles Strategy • To identify existing media and publicity relationships to exploit book publicity • Maximize networks to identify organizations and Web sites whose members are my buyers • Utilize tips sheets and media packages to gain book exposure Tactics • By August 10th, distribute miscarriage tip sheet to over 200 media outlets through Cision (Bacons) Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 63 Build Book Buzz Publicity Forms and Templates • By September 15, create tips sheets for several difficult experiences and research best distribution outlets • • By September 15, create a focused plan, based on the tips sheets, for radio interviews By September 15, create a tip sheet for those dealing with loss on what and how to ask for help • By October 1, explore blogs and Web sites to post the prior tip sheet • By October 1, create a media plan for blogs and Internet sites for tips sheets and Q&As • By October 1, identify contacts through SHRM (Society of Human Resources Managers) to reach the HR market • By October 15, meet with a group of colleagues to review and evaluate objectives and successes of publicity plan • By November 1, create a follow up plan to build on successes • By November 1, explore and detail the options for speaking engagements that directly result in book sales Budget $2,500 Timeline Media and publicity blitz through September to December Will prepare weekly goals and assessments Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 64 Build Book Buzz Publicity Forms and Templates Book Publicity Resources I’ve included resources I think will be most useful and relevant to you I have opinions on most of them, so I’ve included them in the descriptions in an effort to help you decide which ones will help you reach your goals I’m affiliated with a couple of the products mentioned, which means I get a commission on sales I only affiliate with products I use and believe in, so please be assured that I’m not recommending just anything to make change for my tall extra hot skinny vanilla lattes at Starbucks If I’m affiliated with the product, I’ve included (aff) after the product link/URL so that you’ll know If you’ve got questions about any of the products here, shoot me an e-mail to sb@buildbookbuzz.com and I’ll my best to help! Press Release Distribution Services Before visiting any of these vendor sites listed below, know the media outlet categories you want to send your press release to – radio, TV, daily newspapers, industry-specific trade magazines, general interest publications, women’s magazines, news wires, etc That will help you find the most appropriate and affordable option for your goals No charge services, http://www.bookmarket.com/onlinepr.htm John Kremer, author of 1001 Ways to Market Your Books, offers a long list of free press release distribution services at http://www.bookmarket.com/onlinepr.htm (scroll down) I have never used any of them PRWeb International, http://bit.ly/la8yCH (aff), 866-640-NEWS PRWeb International is the service I use when sending out press releases because it’s affordable and I get good results They’ve recently redesigned the site to make it easier to use, which is good news (it wasn’t as intuitive as it needed to be before) Most people can get what they need by spending just $80 but there are more expensive options, too Cision (formerly Bacon’s), http://tinyurl.com/6p44gc, 800-621-0561 Cision’s e-mail news release distribution service is one of the most cost-effective for mass mailings The cost to send an e-mailed news release is a minimum of $100 To put that in perspective, the cost to send a release to all U.S daily newspapers with circulations greater than 50,000 is about $125 (base price is 55 cents per publication) Cision will send you a media catalog that allows you to select the outlets for your distribution list You can also send them a list of publications you want and let them find the appropriate contact name, email, etc., in their database Don’t bother going online for this one – there’s not much there Call and ask to speak with a distribution representative instead It is one of the best resources available for assembling and distributing paper press kits Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 65 Build Book Buzz Publicity Forms and Templates Majon International, www.majon.com, 805-528-2100 This service distributes releases electronically to a targeted list drawn from a database of 180,000 plus outlets I’ve heard from authors who said Majon makes editorial changes to releases and doesn’t show them to the sender, which concerns me Plan on spending around $270 News Media Connection, http://www.newsmediaconnection.com/services.htm, 510-3391625 This service is useful for mass mailings to consumer media outlets when you don't want to add any qualifiers, like the circulation size of the daily newspapers you're sending to It's not a good option if you want to send to trade magazines Media release prices start at $240 Send2Press, http://www.send2press.com/PRservices/pricing.shtml, 866-473-5924 The Send2Press distribution service most comparable to the example provided in the Cision description (daily newspapers) includes other media outlets and costs $223 Its lowest rate – $110 and highlighted on the home page – is for releases sent within a state State lists are most useful for press release distribution related to a regional book PRNewswire, http://toolkit.prnewswire.com/entrepreneur/, 888-776-0942 PRNewswire is a “members only” service that usually costs small businesses $150 annually, which includes a listing in ProfNet’s expert database However, thanks to Entrepreneur, you can get a free one-year subscription at the link above (Learn more at http://www.entrepreneur.com/tools/detail/157098.html.) You pay per release; the standard news release that runs about 400 words can be sent to all media in your state, plus relevant trade publications, and also distributed to more than 3,800 Web sites, online services and databases for $180 If targeting a national audience, you can send to more than 22,000 media points across the country for around $680 (Kaching.) PitchEngine, http://www.pitchengine.com/index.php PitchEngine.com distributes social media releases, with links, video, etc to social media sites It’s an excellent resource for a wide-scale campaign but with an annual fee of $550, it’s a better tool for PR firms that are constantly sending out releases You can try it free for 30 days – meaning, you can send a release through the service and have it hosted on the PitchEngine system (which is how this works) for 30 days at no charge After that, you pay for it to remain visible or it disappears Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 66 Build Book Buzz Publicity Forms and Templates Compiling Media Lists Sometimes it makes sense to create and maintain your own media database, especially if it’s a small, targeted list Media contact information is available from a number of print and online resources The reference desks at most libraries carry a set of my favorites, the Bacon’s Media Directories (one each for magazines, newspapers, radio and TV/cable) Others include Burrelle’s Media Directory, Gale Directory of Publications and Broadcast Media, and Gebbie Press All-In-One Media Directory Here are other resources for media lists: U.S Newspaper List, http://www.usnpl.com/ Buy a set of daily newspaper mailing labels for $70 for all 50 states or $30 for one state at http://www.usnpl.com/ (The site also provides links to newspaper Web sites, which often contain contact information.) Radio Locator, www.radiolocator.com Compile your own radio station media list by typing zipcodes into the site's search engine and following the links It's great if you're looking to develop a local or regional list, but you don't want to use it for a national mass mailing The site has links to more than 10,000 radio station Web sites and 2,500 audio streams Alex Carroll’s radio station database, http://bit.ly/kTewiS, (aff) If you’re planning an ongoing radio campaign – meaning, you plan to pitch yourself as a radio talk show guest month after month (which is a great idea for some authors) – consider investing in Alex Carroll’s radio station database at http://tinyurl.com/245uld The cost is $400; my thinking is that it’s worth it only if you will use it at least twice It’s also a good investment only if you’re looking at national, not local or regional, exposure Expert Identification Help A Reporter Out (HARO), www.helpareporter.com Publicist Peter Shankman's free service, "Help a Reporter Out," is getting good reviews from the journalists (including me!) who have tried it Here's how it works: Journalists post a query for sources – expert or otherwise Shankman sends the inquiries into an e-mail message sent to subscribers three times daily Subscribers contact journalists directly when they can help Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 67 Build Book Buzz Publicity Forms and Templates ProfNet via PRLeads, http://tinyurl.com/md498z (aff) ProfNet connects journalists with experts A journalist uses ProfNet by posting a query describing his/her interview needs; public relations practitioners who subscribe to ProfNet receive the queries via e-mail and respond to those where their client’s or company’s expertise matches the journalist’s needs ProfNet allows authors to subscribe and receive these leads only via its reseller, PRLeads.com With the PRLeads service, you receive only those queries that match your topic expertise The fee is $99 per month, which is quite a bit less than the monthly cost of an annual ProfNet subscription For that fee, you’ll receive queries on an ongoing basis from reporters at magazines and newspapers as well as TV and radio programs This price also includes a listing in ProfNet’s online expert database, which journalists often use to search for experts (without posting a query) Yearbook of Experts, Authorities, & Spokespersons, www.expertclick.com/informationkit Call yourself an expert by advertising in one of the most credible expert resources for journalists Ad costs for the annual directory vary by size, but include a listing in the online database with a link to your Web site National Talk Show Registry, www.953info.com/ntsgr/ The National Talk Show Registry links talk show producers and journalists with people who have a story to tell (including Jerry Springer’s guests) Apply to the online directory for just $25; you will be asked to submit a no-more-than-400-word description of what you’re qualified to discuss on television Authors and Experts, www.authorsandexperts.com AuthorsandExperts.com positions itself as a resource for content experts seeking media interviews and speaking engagements A six-month listing costs $99 Before signing up, query a few members about whether they got their money’s worth The site’s owner is in the book publishing and promotion business Expert Source, http://tinyurl.com/2gbh5 This service of Business Wire, a press release distribution service specializing in business news, comes with a Business Wire membership It is similar to ProfNet’s expert database which comes with a PRNewswire membership – which is also free if you go through the Entrepreneur link offered above Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 68 Build Book Buzz Publicity Forms and Templates Getting on Radio Radio-TV Interview Report, http://bit.ly/exSlM1 (aff), 800-553-8002 Radio-TV Interview Report is a collection of advertisements promoting authors, speakers and other experts It is published three times a month and mailed to more than 4,000 radio/TV producers across the U.S and Canada Each issue lists 100 to 150 authors and other spokespeople available for telephone and in-studio interviews; issues are often compiled around a theme I have used it several times quite successfully because my topic at the time, the lighter side of gender differences, was well-suited to talk shows A half-page ad run one time costs $877; a discounted three half-page ad run costs $1,791 RTIR staffwritten ads (at no extra charge, so take advantage of this service!) will get your phone ringing if you truly have something interesting to talk about on radio or television Radio Publicity Manual, http://tinyurl.com/245uld (aff) Alex Carroll offers his Radio Publicity Manual e-book for $49 He also sells a radio database; get the book and the database for $397 You probably won’t get your money’s worth out of the database if you don’t read the book All that aside, at a minimum, sign up to get his list of the top 20 nationally syndicated radio talk shows That will get you on his mailing list and you’ll receive free radio publicity tips via e-mail They’re helpful Other Million Dollar Author Club, http://www.bookmarketingupdate.com/?11439 (aff) The Million Dollar Author Club from Steve Harrison at Bradley Communications includes the monthly newsletter Book Marketing Update and a companion author interview on CD The “here’s how to it” information in the newsletter, which includes articles, mini case studies, and information on media outlets, is timely and helpful, and I enjoy listening to the inspirational stories offered on the CD The instructional content of the newsletter reinforces what I teach in my Book Publicity 101 courses, so I am comfortable recommending it Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 69 Build Book Buzz Publicity Forms and Templates About the Author Sandra Beckwith spent the first 20+ years of her career as a publicist, winning several national and local awards for consumer product publicity programs she created and executed She has helped launch and sustain books, beverages and a wide range of other products using media relations tools that include press tours, special events and online marketing Sandra now uses her experience to help others discover how to generate publicity for their books, products or services She teaches the popular e-course, “Book Publicity 101: How to Build Book Buzz,” and publishes the free book publicity e-zine, Build Book Buzz She is also the author of Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth, and Contributions (Kaplan Publishing, 2006) and Streetwise Complete Publicity Plans: How to Create Publicity That Will Spark Media Exposure and Excitement (Adams Media 2003) Sandra’s “Build Buzz” blog at http://buildbuzz.blogspot.com provides authors, nonprofits, and small businesses with publicity-generating tips and ideas A popular speaker on publicity topics, Sandra has presented workshops on book promotion at the annual conference of the American Society of Journalists and Authors and the Writers’ Institute at the University of Wisconsin, Madison She also leads workshops on publicity for nonprofits and small business publicity Sandra is a recipient of the coveted Silver Anvil award – the public relations industry’s equivalent of the Oscar – for the international publicity she generated for a subscription newsletter she created (The priceless media exposure garnered during the newsletter launch led to a book contract for WHY CAN’T A MAN BE MORE LIKE A WOMAN? published by Kensington in 1995.) In addition to a second national publicity award and several regional awards, she received a career achievement award from her local Public Relations Society of America chapter when she was just 42, making her the youngest – and first female – recipient of the award Sandra uses her degree in public relations and journalism from Utica College of Syracuse University to write articles on small business and other topics that interest her for a wide range of consumer, trade, corporate, and custom publications Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 70 Build Book Buzz Publicity Forms and Templates Introducing two exciting buzz-building workshops for authors! “Book Publicity 101: How to Build Book Buzz” is a dynamic, highly-interactive four-week online course offered in partnership with Freelance Success, the popular subscription newsletter and online community for established nonfiction writers You will learn how to get – and keep – your book in the news We’ve had lots of exciting author success stories coming out of this course during the past few years (Register at http://buildbookbuzz.com/how-to-build-book-buzz-workshop/.) “Book Publicity 101: How to Build Book Buzz for Self-Published Authors” is a specialized course for self-published authors It features all of the instruction and assignments from the original course as well as specific instructional materials and assignments on how to introduce your book when it's published Extra materials are essential for self-published authors because unlike writers using traditional publishers, you need to build your own media lists, write your own media materials, and send review copies yourself This course teaches you how, but it also teaches so much more! (http://buildbookbuzz.com/self-published-how-to-build-book-buzz-workshop/.) All students will learn how to: • • Create a book publicity blueprint that makes the most of your available resources Craft the most compelling media materials needed to generate results • Conduct a virtual book tour with bloggers who can help you build buzz quickly • Employ the media relations tools that will take you the farthest fastest • Discover how to use social networking to publicize your book • Prepare for media interviews – print, broadcast, online • Generate high-impact radio interviews • Build an author Web site that supports book sales and other goals • And much, much more • Students in the course for self-published authors will also learn how to announce your book professionally and successfully to the media and other key communities Here’s how the course works:  It’s taught in a forum format, with lessons and homework assignments posted online in a private, password-protected forum The forum is very easy to navigate and use  After reviewing instructional materials and resources, students complete and post weekly assignments that help them discover how easy it is to create book buzz Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 71 Build Book Buzz Publicity Forms and Templates  I provide very specific and constructive feedback on the homework so that students leave the course with actual tools they can use to generate buzz  Student interaction on the forum enhances the learning experience by offering fresh perspectives and new ideas for all participants Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 72 Build Book Buzz Publicity Forms and Templates  A free-for-all Q&A corner lets students get answers to questions not covered in the course materials, making this a highly-personalized learning experience for nonfiction and fiction authors Here’s what students have said about the course: “For me, writing my book was the easy part – promoting it was a whole different ball game Fortunately, Sandra Beckwith is the ideal coach Her book publicity course offers a perfect mix of practical tools, creative ideas and unfailing encouragement and support to help authors learn to make the most of each and every opportunity to get their books known I highly recommend it to any author – first time or veteran.” Dara Chadwick, author, You’d Be So Pretty If…: Teaching Our Daughters to Love Their Bodies – Even When We Don’t Love Our Own “There is so much information out there about what authors ought to to promote their books, it can feel overwhelming! Sandra Beckwith’s Build Book Buzz course can help you cut through the noise and figure out what makes sense for you Sandra’s students learn by doing and benefit from her excellent judgment and in-depth experience You’ll come out of the course with a do-able promotion plan that fits your skills, resources, and needs.” Eileen Kennedy-Moore, PhD, author, SMART PARENTING FOR SMART KIDS: Nurturing Your Child’s True Potential and WHAT ABOUT ME? 12 Ways to Get Your Parents’ Attention Without Hitting Your Sister “Taking Sandra’s workshop was the most important step I took in my book journey, second only to the writing of the book ‘Book Publicity 101: How To Build Book Buzz’ is a must for every new author as well as for those with a dozen books to their credit These days, authors whose books are being carried by major houses as well as those who are self-publishing, need to know how to promote and market their books With her background and expertise in both writing and publishing, Beckwith is an instructor extraordinaire, giving her students hands-on experience in generating media exposure for their books When you add to this the personal attention and wise counsel she gives to each student and the generous sharing of information and ideas from the other members of the workshop, you get an online experience that is an incredible value and one that definitely should not be missed by any author!” Vivian Kirkfield, author, SHOW ME HOW! BUILD YOUR CHILD’S SELF-ESTEEM THROUGH READING, CRAFTING AND COOKING “This has been fantastic! I am now a follower and a believer Thank you taking the time to personally work with each of us I am very happy – you have me thinking like a marketer.” Karen McCullough, author, The Seven Women Project: Your Personal Guide to Success in Work, Play and Dress “You deliver so much value, and I LOVE the personal interaction!” Liliane Grace, author, Australia’s bestselling The Mastery Club “You are worth your weight in gold!” Eitan Schwarz, MD, author, Kids, Parents, and Technology: An Instruction Manual for Young Families Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 73 Build Book Buzz Publicity Forms and Templates Don’t miss this opportunity to learn with other authors in a fun, supportive environment You’ll discover valuable strategies, tools and tactics while you connect with others who will enhance your career Got questions? Need a referral to a good publicist? E-mail me at sb@buildbookbuzz.com! Learn more about Book Publicity 101: How to Build Book Buzz courses at http://www.buildbookbuzz.com/workshops/book-publicity.htm! 74