Book Publicity Tool Kit, Part 2 – Media Lists

By Rick Frishman - Mar 23 , 2007

Media lists are databases that contain the names of media contacts that can promote your book and information about them. Build large, comprehensive lists in terms of both the number of contacts you include and the information you record about them. Add entries for anyone who could conceivably help promote your book because the least likely contact might be the one who latches onto your book and does the most to publicize it.

At a minimum, your media list should include each contact’s:

• Name
• Employer or business
• Work address
• E-mail address
• Telephone numbers
• Job title
• Specialty areas or interests
• Credits

In a media list, the more information you collect, the better. Additional information can help you break the ice with contacts, warm them up, or help you to become a more valuable resource. This information includes:

• How you got their names
• How and where you met
• Common friends, associates, experiences, hobbies, and interests

On the entry for each contact, note the projects you pitched him or her, the dates, when you last spoke, and the specific outcome. Also list anything you sent the contact and how you sent it so you don’t duplicate the effort.

Study the media to discover who’s covering your field and related areas. Check out writers, reporters, editors, radio and TV producers, publicists, and interesting individuals such as experts or authorities in similar or allied fields. Research these individuals by reading their stories and watching or listening to their programs; then add their names and information to your media list.

Contact local newspapers and magazines, radio and TV stations, and online publications to get the names of those who cover areas that could help promote your book. Collect business cards from everyone you meet, and add entries to your list for those in the media.

Subscribe to Internet services that provide names and information on media contacts. Books that list media contacts quickly fall out of date because so many people in the media are on the move. Although Internet services, which are updated frequently, may be more reliable, verify all information that they provide before making contact.

Internet services that furnish media contact information include:

• Bacon’s MediaLists Online—www.medialistsonline.com
• MediaMap Online—www.mediamaponline.com
• Online Public Relations—www.online-pr.com
• BurrellesLuce—www.burrellesluce.com

Since the turnover is so great, update your entire media list regularly—at least every three months. As soon as you hear about a change, update your list. Keeping your media list current is essential in order to reach contacts when you need them. Otherwise, you may end up wasting time and energy trying to connect with people who are no longer at their old jobs.

An easy way to check whether information on your list is current is to send a postcard to each contact. Make sure to include a return address, and when cards are returned undelivered, delete those entries from your list.

To more sharply focus aspects of your campaign, prioritize the entries in your list. Create three separate categories.

A-List

In this group, list only the top sources that can give your book the most or best publicity. Usually, this category includes national media or national trade/industry media, outlets that have the most power and reach. Think of biggies like Oprah, the Today show, and the New York Times, to name just a few.

In the spaces below, list the top sources to shoot for; those that could provide your book with the best publicity.

1. ___________________________________________________________

2. ___________________________________________________________

3. ___________________________________________________________

4. ___________________________________________________________

5. ___________________________________________________________

B-List

The B-list consists of other, less powerful, national media and the top media in large metropolitan areas. These outlets may be great for focused local campaigns. Repeated coverage by B-list media can be equivalent to A-list coverage.

In the spaces below, list second-level media sources that could be helpful in publicizing your book.

1. ___________________________________________________________

2. ___________________________________________________________

3. ___________________________________________________________

4. ___________________________________________________________

5. ___________________________________________________________

C-List

Local or regional media. For local promotions, this group can be ideal, and it may be more willing to give you coverage. In some campaigns, concentrating on local coverage can provide better value.

In the spaces below, list additional media sources that could help in promoting your book.

1. ___________________________________________________________

2. ___________________________________________________________

3. ___________________________________________________________

4. ___________________________________________________________

5. ___________________________________________________________

Don’t discount the value of building a strong media base in your hometown. A supportive local base can be extremely loyal and helpful in expanding your contacts. Usually, locals will take special pride in your success and go to great length to boost your career.