Finding Media Outlets and the Pitch

Connecting with readers is the goal of marketing. It’s difficult to do on our own, which is why we need to use the media to help us spread the word.

Consider all the possibilities for author interviews or program discussions - radio, TV, newspapers, magazines, and online versions of all of those. Which of these options places you in front of your target audience?

Before we go any further, you need to understand media pitches. What is the media seeking? Let’s begin with what the media does not seek:

“I’m an author and this is my latest book.”

Here’s a tip: the media doesn’t care. You are just one of thousands of authors who have released a book today—big deal! Even if the program focuses on authors, or it’s your local newspaper or TV broadcast, you’ve got to come up with a more compelling reason for them to interview you.

Here’s what the media is looking for: experts. They want expert advice and information for their audience. Remember, you researched and wrote a book. You are an expert in one or more areas. The media wants to talk to you about those subjects—not about your book.

So how do you pitch yourself to the media? What’s your approach? Here are some suggested angles:

• Educate the audience on a hot topic
• Expose vital new information
• Provide expert advice by tying in with a current event
• Show people how to solve their problems
• Show people how to be healthier, younger, or sexier
• Show people how to make or save money
• Tie in with political or charitable organizations
• If applicable, provide any of the above with a dose of entertainment

The media is looking for ways to educate their audience. You give them what they want, focus on the topic, and you will be rewarded with an opportunity to mention your book. If it’s obvious promoting your book is your only agenda, the media will look elsewhere.

Not all media outlets are a good fit for your subject matter. Do your research. Discover the interests of producers and reporters. What type of story are they most likely to feature?

Location can play a role in key media opportunities. Your local media should be first on the list, as you have the added advantage of being a local celebrity. The setting of your book is also important, whether fiction or nonfiction. Think about these types of locations: countries, cities, businesses, schools, etc. Can you approach the media in those areas?

Here are some databases of media outlets to get you started:
Online Newspapers
On The Radio
Media Post – mixed media
Global Computing – TV and newspapers
USNPL – TV stations

Have you used the media to its fullest potential?