Getting Your
Book Mentioned
Help a
Reporter Out Can Be a Boon for Your Career
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~`
Most everyone knows about Help a Reporter Out, also
called HARO.
The trouble is, many don’t know how to make it work
very well for them.
Here’s what it is. It’s a listing of reporters,
bloggers, and other media folks who need your help or the help of someone else
out there. It’s a little like a list of classified ads from media folk. Often
they want opinion. They may want expertise. They may even want to cast you in a
reality show. All you have to do to get these targeted (and carefully
categorized) calls for help in your e-mail box is sign up at http://helpareporter.com. But then, of
course, like anything else, you have to “work it.”
Some consider it a bit of a problem that these HARO
notices come to them several times a day. I did. I signed up and eventually thought
I didn’t have time to fool with the extensive lists. I was discouraged because
I didn’t get the immediate results I thought I should. So I unsubscribed. But
here’s the thing. I wasn’t getting results I wanted because I wasn’t using it
right and—of course—because I wasn’t willing to be persistent. Then I tried it
again. I changed my tactics. I didn’t frame myself as an author, but as an
expert. Once I learned how to approach the people I contacted, I got better,
more frequent results. I had to learn the hard way. You don’t.
So, I thought I’d give you some of my hard-won tips:
1.
Sign up.
2.
Try to look at every
e-mail HARO sends out and quickly pick out the calls that might directly apply
to you or the ones you can skew toward you. Example: I answered one that wanted
people who had suffered some kind of stroke so I shared my little story about a
TIA I had while I was in Tibet. I was there for inspiration for a novel and my
poetry. I was careful to include that reference to my creative work (along with
links to some buy pages) in the answer I sent. But I was also careful not to
make that the major thrust of my query.
3.
At first I thought these were all real
reporters who would actually call me for an interview or at least to check
facts. The world is a different place since I was a reporter. Writers are in a
bigger hurry. That means you need to be complete with your answer. Use
anecdotes. Use soundbites. This is great training, by the way, for learning
what intrigues media people and what doesn’t. Give them contact information and
permission to call you if they wish. Note: Though I have received lots of
publicity using HARO, not once has someone called me.
4.
Always include a little
bio. You can copy and paste it but it should include the kind of information
about your background that applies to the kind of question your contact wanted
answered. Include links to your Web site, blog, or online bookstores buy page.
Sometimes the writers use that bio exactly as you gave it to them.At the risk
of being redundant, media folks are busy. If your note to them requires tons of
work to corral details you didn’t include, they’ll just use someone else who
did a better job of giving them what they need.
5.
Keep at it. As with all
marketing, persistence pays.
6.
Don’t get discouraged.
Expect that you may hit gold on about one of every ten or twenty calls you
answer. But one of those can reach a ton of new readers.
7.
When you learn that
your answer has been used, go online and comment and send a thank you to the
writer. If you don’t know how you could possibly know if your helpful piece
gets used, you need to refer again to your Frugal
Book Promoter (http://budurl.com/FrugalBkProm)
and find “alerts” in the index. Note: Sometimes the blogger or reporter (the
smartest ones!) will let you know you were mentioned and even give you a
permalink to use in your own marketing.
8.
If you get featured on
a relatively big site, add the coup to your media kit, your Web site, and maybe
even blog about it.
Remember, you’re not just selling books here. You’re
building a writing career. You’re building name recognition. You’re networking,
too!
~To reprint this article in your own blog, Web site,
or elsewhere, send me a quickie query at HoJoNews(at) AOL (dot) com. I almost
never say no! (-: In other words, I’m happy to Help a Reporter Out!
