Note: The November program will feature tips from Tom Ciesielka,
president of TC Public Relations, on how to get Internet publicity
for your books. The program will give authors a quick lesson
in the business of blogging, with several specific items authors
can implement to help accomplish the overall goal of generating
buzz about a new book in the blogosphere.
Spin doctors. Cherry pickers. Flacks. These are some degrading
names that refer to public relations professionals. Talk about
name-calling for grown-ups! Often public relations professionals
receive a bad rep for their profession. However, not every public
relations specialist is a sneaky manipulator.
One of the things public relations boils down to is honest
persuasion. Persuasion can involve changing negative opinions
and encouraging positive ones. There are a number of things
you should remember when persuading your way through your book
Know who you're persuading
Would you talk to the media
the same way you talk to your mother? Would you pitch the
editor of Horses and More about your book about dogs? Sure,
these are blatantly obvious questions, but it highlights the
point that you should always consider your audience when attempting
to persuade. Men, women, oldies, young-ies, liberals, conservatives-all
have different beliefs, attitudes, concerns and interests.
Consider using different angles and arguments depending upon
what will resonate with those you're trying to reach.
Know how to persuade
Audiences can vary, so naturally
there are various ways to appeal to each. Interesting statistics
and figures can be effective in receiving attention (media
folk especially like this one). Knowing important or impressive
statistics places you in the "expert" seat, which will greatly
assist you in your persuading ways. People listen to experts.
Emotional appeals are effective as well because they strike
a chord with our human instincts. Think "speaking from the
heart, to the heart." You can also establish a need, by explaining
what your book is about.
Know when to persuade
You can persuade anytime and
anywhere! If people sense your passion for what you do, they
will be naturally persuaded. Think about all the opportunities
to respond to local or national news. Say you've written a
book about a hurricane. In the recent hurricane season (will
Gustav, Ike and Hanna please stand up?), you would want to
spread the word.
Our agency prides itself on practicing ethical methods of
persuasion and communication, and so should you! Don't be
the bad cherry. It is in your best interest to be honest,
truthful and genuine at all times. There is someone out there
who would benefit from what you write, and it should be your
mission to help them.
And remember, when persuading youngsters on the importance
of vegetables, make sure to mention that eaten or not-eaten
vegetables are directly related to whether or not Santa brings
Did I mention the "fear factor" is also an effective persuasion