| | | | | notice. There are all sorts of technical aspects to |
| I just got an email from Arielle Ford, the noted | | | | putting together a press release, but basically you |
| publicist who helped put Deepak Chopra on the | | | | want it to have a strong headline, a quick and |
| public radar. In her email she was promoting her | | | | dirty description of your story and what you |
| sister Debbie Ford's new book, Why Good People | | | | have to offer and contact information so |
| Do Bad Things: How to Stop Being Your Own | | | | producers will know how to find you. Make sure |
| Worst Enemy. Since Arielle Ford is no slouch, it's | | | | you make the connection that you are a |
| important to look at what she did with this email | | | | no-brainer to be interviewed. |
| and how you can apply her tactics to your book | | | | 3.) Know How to Write a Quick Book Proposal |
| marketing campaign. | | | | You’ll want to be able to do the same with |
| First of all, the subject of the email was "Maybe | | | | a book proposal. Here the most important part will |
| Eliot Spitzer should read my sister's new book". | | | | be promoting your expertise and a great table of |
| For those of you who don't know, Eliot Spitzer is | | | | contents. The point is to catch an agent or |
| the newly resigned governor of New York who | | | | editor’s eye so they can start moving on |
| was brought down by his alleged patronage of a | | | | the idea. You might have to flesh the proposal out |
| prostitution ring. In her email, Ms. Ford goes on to | | | | after that, but for now you just want them to |
| say that her sister's book is out and that Debbie | | | | know you have the idea, expertise, connections |
| has already been on television discussion Mr. | | | | and ability to follow through with the book. |
| Spitzer and his legal challenges. The rest of the | | | | 4.) Use a Few Well-Chosen Email Addresses |
| email is all about the book and how to purchase it. | | | | Sure, you could mass email a press release, but |
| So what exactly was Arielle Ford doing? She was | | | | for your book proposal (and for certain media |
| pitching to the news. Obviously the plight of the | | | | contacts), you’ll want to make direct |
| just-resigned governor is at the top of the news | | | | contact with a few, well-chosen people who you |
| food chain right now. By connecting the book to | | | | know will give your missive more than just a |
| the story, she's setting her sister up for potential | | | | passing glance. This could be an agent you met in |
| interviews on the many follow-up stories sure to | | | | person at a conference, an editor who once |
| come in the next few days, or even weeks. | | | | rejected (with a nice note) one of your |
| There's absolutely no reason why you can't do | | | | submissions or a producer whose email you |
| the same thing. While this particular story may not | | | | received from a friend or colleague. Mark the |
| be suited to your book, there are many more | | | | email urgent if you must because they |
| stories in the news every day that may be just | | | | understand when timing is important. Just |
| the right fit. These chances crop up every time a | | | | don’t do it everyday! Ideally you want a |
| big story hits the news. It’s important you | | | | person who can tell you pretty quickly if a project |
| know this because the news always opens a brief | | | | is viable, whether others want to do the same or |
| window of opportunity for a writer to either pitch | | | | if there’s no interest period. Always be on |
| a book or get some television or radio time based | | | | the lookout to add such contacts to your list. |
| on their expertise. But you have to be ready. | | | | 5.) Go! |
| Here’s what you do: | | | | You might have to do this again and again before |
| 1.) Keep Up On Current Events | | | | hooking an agent, editor or producer with your |
| TV and radio producers need new material and | | | | idea. Don’t hesitate and don’t think |
| must put stories together quickly. That means | | | | Well, I didn’t hear from this person |
| you have to be right on top of the news and able | | | | before, they won’t be interested this |
| to send a pitch in the moment you see a | | | | time. You never know! Be confident in what |
| significant story developing. This doesn’t | | | | you have to say—just make sure you do |
| mean you have to be glued to CNN daily or | | | | have something to say! There’s no bigger |
| subscribe to an Associated Press news ticker, but | | | | turn-off for a producer or editor than to |
| you do have to be aware of what’s going | | | | constantly receive disorganized, irrelevant |
| on. Speed is of the essence. | | | | information again and again from the same writer. |
| 2.) Know How to Write a Quick Press Release | | | | Make sure yours is the pitch they pay attention |
| With that in mind, you’ll have to be able to | | | | to when it comes in. |
| craft a good press release at a moment’s | | | | |