Tips for Promoting an Event

Nancy MarshallConnecting one on one with readers at live events is one of the best ways to build relationships and reader loyalty. Decide how much time you want to spend on the road for your book tour. Be sure to contact local media to generate publicity for each of your stops!

Advance Publicity

Create a most-wanted-media list, including newspapers, radio and television stations, and bloggers. You can reach out to your list when you receive an event booking or think of an angle or trend to tap into that relates to your book.

Protocol for an Event

  1. Pitch vendors, organizations and businesses on having events, including book signings and speaking engagements.
  2. Once a speaking engagement or signing is booked, write a press release and send it to the media in the region where the event will take place.
  3. Research event calendars in the region where the event is happening.
  4. Pitch event calendars or submit information directly on the media’s website.
  5. Call key media outlets, such as public radio stations and TV magazine-style shows and pitch an appearance or interview with the author.
  6. At the event, get a photo with a member of the audience, or with the key contact (librarian or book store manager and a reader/audience member), then post the photo on all social media platforms. Also send the photo to the local weekly newspaper with a cutline.
  7. Explore any other follow-up media opportunities that result from the appearance.

Pitches

Create a list of topic ideas that relate to your book that are newsworthy, timely and attention grabbing. Brainstorm stories about your book and the journey of your tour to pitch to the media. Here is a list of sample pitches that can be done for a book tour:

  • Pitch about the basics of the author and the book
  • An event pitch highlighting the benefits of a speaking engagement or signing
  • Unique pitches that tie into timely and newsworthy events
  • Pitch event calendars
  • Pitch about appearances completed

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