Publicity Tips for Authors: How to Get Media to Notice You

  • Get newsworthy info into the hands of the media. Make a habit of sending out releases on a regular basis about your events, special speakers, or anything impacting the community at large.  Use a media directory or “Google” on the web to find names and contact information. Or hire a PR pro or coach with real media contacts.


  • Get to know the beat of reporters of the daily and weekly newspapers. Position yourself with them as an accessible and reliable source and a key authority to be featured in future stories.


  • Not just TV but Newspapers too! Read the dailies, weeklies! Respond to articles where you can take a stand on an issue while branding your book by writing a “Letter to Editor” or an “Op Ed” – Opinion Editorial.


  • Send out media releases for really intriguing or fascinating human interest stories by using news wire services.  Wire services get wider distribution and can be picked up by national media via the web. We use PRWeb, PRNewswire and


  • Place ads in local newspapers and monthly magazines. Have the ads consistent with your other  marketing materials. Also do banner advertising on the media’s website. Radio One properties are a good one.


  •  Become a regular advertiser in at least one publication. You build brand equity with that audience by advertising in one publication. They learn to trust you. Purchase ads in souvenir program books like the NAACP or SCLC to show your commitment to the community.


  • Feature bold graphics and a lot of white space in your newspaper and magazine ads. Keep copy to a minimum. Steer people to your web site.  Color commands attention and adds impact. It also gets better ad placement in newspapers. 


  • Supply media with well-written and professionally developed press kits. Include press releases (the who, what, when, where, how and why), fact sheets, bios, photo, brochure, annual reports and news clips. Suggest a story idea in the cover letter. Use the industry format for releases to improve your chances of gaining publicity.


  • Expect very little communication back from editors.  They are very busy every day with tons of lead for stories. Assign an intern or team member to follow up by phone, email, or both.


  • Read any and all publications you can. Note stories that deal with issues important to your ministry. Add that reporter to your media contact list to send them future releases. The best media lists are the ones you personally create and are familiar with the reporter’s work and style.


  • Send out thank you notes to reporters who feature you in stories. They will remember your personal touch and will keep you in mind as a good source in the future. Use something like


  • Assign a photographer to take photos at ALL events where you are participating. Give them a shot list so they know what to capture. Releasing the photos to the media after an event is called Post-Publicity.  Send the photo with a brief description of the event. Identify the people in the photo with a label on the back.


  • Realize that newspapers always need good photos. Most black newspapers love to chronicle events in the community, like the Michigan Chronicle. We regularly feature our clients in there.


Pam Perry is a ministry marketing pioneer and expert in the African-American Christian market and the author of “Synergy Energy: How to Use the Power of Partnerships to Market Your Book, Grow Your Business and Brand Your Ministry.” For more information, go here and get the free MP3 and the PR Power Pack on the Facebook page. 

  • Krystle says:

    Thank you for the useful information! I’m currently writing a book and I also review black authors for Detroit Black Pages. I have an interest in public relations, but I concentrated on journalism in college. Are you in need of some part time help so that I may learn from you?

    • Pam Perry says:

      Thank you Krystle for your comment. Since you want to learn the industry – you can get the information you need – sometimes for free – by following the leaders. I mean really becoming a “student” of the person. That means becoming a disciple and real follower who is disciplined to learn, listen, study and DO!

      It’s amazing to me to see folks struggling to do something and there are mentors online all around. In the age of the internet, a couple of clicks on Google and you can find blogs, books, podcasts, webinars and websites or the some of the best and brightest minds on the planet.

      But don’t just find their info – and email them. That’s the lazy way! That’s the way to be put in the spam and “blocked” folder for real.

      So, what do you do once you find a person you feel is the next link in your destiny?

      Follow them religiously. Not stalk but become a protege by doing the following things:

      1. Be social! Be their Facebook friend, join their groups or be on their fan pages every day! Read their updates and comment on their statuses.BRING VALUE. Be their cheerleader.

      It’s easy to get overwhelmed from the 400 million folks online but zone in on your “fav five” or “top ten.” The folks you need to learn from, folks you admire, model and want to know how they think, operate and live their lives. Now, don’t copy. And don’t “hate on” them. A protege appreciates a mentor. Learn to give accolades and tell others of the wonderful info you’re getting from your online mentor! Spread the love and it will come back to you!

      Be part of every social site where they are – if they are on Twitter, you follow them on Twitter and retweet their tweets. If they are on Facebook or Twitter, make sure you get the SMS updates to your phone. Pick up clues and run with it.

      Read the rest of the tips here Krystle from the Article I wrote:

  • >