If You’re an Author – You Need PR!

Whether you’ve signed with a major publishing house, a boutique publisher or have self-published your book, there is one constant…

You need to market!

Unless you have very deep pockets and want to try the paid advertising, commercial route, your best bet is going to be a combination of a public relations outreach combined with a social media campaign

Why PR?

Because public relations is the only form of marketing that reaches your target market and offers you the credibility and validation of being featured in the media. You are not in a commercial or an ad. You are featured in the news.

To start, keep in mind that marketing your book, is different than marketing yourself as an author. A book can be an engine that helps pull the train, but the overall train is your image and brand as a writer. One of the problems with publishing houses is that they focus solely on marketing books and often overlook valuable PR and marketing opportunities that can be gained from marketing the writer.

I understand a publisher’s perspective. They’re going to make their return off the book sales and the author might not be with them a year or two down the line.

But as an author, you need to think more long term. Each book is a part of your canon. No one work defines you. Your marketing, PR and branding focus needs to be on your overall career as an artist.

Still, if you do have a book coming out, you’re then working with a specific timeline and need to develop a marketing and PR plan targeting your book release. Write out your plan. Have it include objectives, timeframe, goals and strategies. Whether you’re self-publishing or working with a traditional publishing house will change your approach.

If you’re self-published, you know that the marketing is going to be your responsibility. If you’re working with a publisher, they should give you some guidance, but do not expect them to take care of your PR and marketing needs.

Realize that no matter what your situation, you are going to have to take charge of your marketing. If you can hire a PR firm, do it. If not, there are still steps that you can take to promote and market your work.

Do some homework.

Learn some of the PR basics.

Remember effective PR is effective storytelling.

And who better than an author to tell a story?

 

A Writer’s Holiday Gift of PR

Over the past couple of years, I’ve come across an amazingly generous phenomena in the PR world.

Several prospects who have contacted us around the holidays were not looking for a public relations campaign for themselves, but to give a PR campaign to authors they cared for.

A public relations campaign as a holiday gift?

I’ve had my company for over 25 years and this was new for me.  I’ve had people call to research our company and services for someone else, but not to actually have us launch a PR campaign as a gift.

And these calls I’m referring to were not from spouses or parents, or family members, these calls were from friends, from people who wanted to give a unique, special gift and help writers reach their goals.

When I asked one of these unique gift-givers what prompted them to offer a public relations campaign as a holiday gift to his friend, he paused and then explained that he knew how important his friend’s writing and her new book was to her and that he wanted to do something to help her achieve her dream.

He went on to explain, “It’s not a tangible gift that you can unwrap and I realize it’s not a gift that comes with guarantees, but if I can help her get the word out about her and take her career to the next level, that would be the best gift I could possibly give.  I don’t think she’d invest in herself this way, so I decided I’d invest for her.”

So the holiday spirit burns brightly this year and gift givers are getting more creative and thoughtful.

His response also got me thinking.  What are some other unique gifts we could give to others and to ourselves?

What could you give to friend that they wouldn’t give themselves?

Conversely, what truly important gift would you happily give to a friend, but not to yourself?

Maybe this example of holiday giving can lead us all to start considering.

Maybe it could be a New Year’s resolution –

In the coming year, we’ll look for unique ways to give to others and to invest in ourselves.

It could make for one heck of New Year!

PR & Marketing in the Age of Disruption

From music to film, to publishing, to the world of fine art, the internet has forever changed marketing in the creative industries. This shift has been seismic and has turned what had been thought of as set-in-stone business models on their collective heads.

I began as a music journalist and then managed bands in the early ‘90s, but those days are gone.  The music world was the first to be rocked by the changing communication landscape, whereas many were engulfed by the changes and faded, a new breed of musicians learned to take matters into their own hands and create successful careers utilizing PR, social media and guerilla marketing

The publishing world has also been turned upside down.  No longer do traditional publishing houses hold the keys to success.  Self-published authors are taking matters and marketing into their own hands.  Increasingly self-published authors are landing on the best sellers list and on Amazon’s top 20 list.  Amanda Hocking initially became a millionaire by self publishing her work.  It was only after she was established that she signed with St. Martin’s Press.

The shifts came later to the film industry, but it too is experiencing the change.  For example, as with self-published books, CreateSpace (http://www.createspace.com) serves entrepreneurs in the music, publishing, and film worlds. As an independent producer you can upload your film as part of a digital DVD along with cover art and information on the film.  Your film is then posted for sale.  The company (which is owned by Amazon.com) takes and fulfills the orders and splits the profits with the filmmaker.  That is just one option.  There are several outlets online that help producers sell their films.  There are also new channels of distribution.  Films are now reaching the public by being shown at churches, organizations, schools, museums, and other non-traditional establishments.  Theatrical distribution is no longer the only name of the game.

That said, the most powerful marketing tool available to artists is a combination of PR and social media.  An effective public relations campaign will land you media coverage that offers you the validation and credibility that no other form of marketing can offer.  You are the news!  You can then begin to share and amplify your media coverage on your site and on your various social media platforms.  Compared to other forms of marketing, this combined approach can be extremely effective and affordable.

Whereas the internet has torn down down some of the traditional walls and allowed artists in all fields to take more control of their careers, doing so is not always easy.  It involves creativity, persistence, and an investment of both time and money.  These changes can initially be daunting.  For years musicians, filmmakers, and authors were reluctant to rock the boat and alienate the powers that be by charting a path of their own.  But more and more artists are realizing that the old models have shifted, bringing different challenges but also opportunities.  The upside?  With tenacity and creativity, artists can now carve out successful careers on their own terms.

The Filmmaker’s 5 Main Marketing Myths

You’re a filmmaker, not a marketer or promoter.

Right?

Wrong!

That approach to filmmaking can lead you basically nowhere.  You might end up with a gem of a film, a film that’s important, a film that could succeed - and a film that gets lost.

As a novelist, playwright and PR consultant, I know both sides of the street.  I understand your marketing misgivings as an artist, as well as your promotional necessities as a marketer.  I know the practical and emotional hurdles that often come with having to market your work.

So, let’s cut to the case, when it comes to filmmaking, PR is not a luxury.

PR is a necessity.

But simply understanding you need to market isn’t enough. It’s important to know how to effectively promote you and your film.  Trouble is, there are quite a few myths floating around about how PR works. Myths that can make you feel that you’re moving forward in your PR and marketing efforts, when you’re actually standing still.  So, let’s tackle some of them.  Below are five of the main culprits

The Filmmaker’s 5 Main Marketing Myths:

1)            Sign with a distributor; and your marketing and PR will be taken care of.

2)            Regularly updating your Facebook, Twitter and Instagram is enough.

3)            Send a press release out through a paid wire service and that will take care of your PR needs.

4)            Online promotions and giveaways is all you need to establish your film in the marketplace.

5)            One magazine article or TV interview will launch your film and your career.

There are definitely more myths than these five, but these are some of the main culprits.

If you can hire a PR team or consultant, do it.  It will be well worth the money and save you headaches.  If you’re not able to, do your homework.  Learn the dos and don’ts of promoting your work.

Truth be told, a mediocre filmmaker who promotes will generally be more successful than the talented one who doesn’t.

But talented filmmakers who also market and promote are truly ahead of the game.

That’s the club you want to belong to.

 

Upcoming Event: Beyond The Trailer - Movie Marketing Strategies

Beyond The Trailer: Movie Marketing Strategies and Promotional Tactics
Presented by American Marketing Association (AMA) Los Angeles

Want to learn how to create an effective PR and marketing campaign for your film?

Actually, that’s a rhetorical question. I can tell you, the answer is YES. You want to develop and launch the most effective PR campaign possible. You’ve put your heart, soul, time and money into your film project. You now owe it to the film and to yourself to give it a chance to succeed.

With that in mind, join me and other film PR and marketing experts on Thursday, November 2.

Beyond The Trailer: Movie Marketing Strategies and Promotional Tactics
Moderated by Philip Rebentisch, AMA Los Angeles President

Thursday, November 2, 2017 - 6:30 – 8:30 p.m
WeWork La Brea
925 N La Brea Ave, 4th Floor
Los Angeles, CA 90038

So, what will be covered?

Why PR is important for your film and your career as a filmmaker

How to find your most compelling stories

What the media is looking for

How to pitch the media

Which media outlets to pitch

How to meld your social media outreach with traditional media

How to utilize your PR to reach your target market, distributors, investors and influencers

...and much more.

Dive into your film project. Make the very best film you can. But be smart about it. Realize that PR and marketing are not an option, they are essential. You owe it to your film to give it the best possible chance to succeed.

Learn more and get tickets here!

The Indie Filmmaker’s Secret Weapon: PR

If you’ve finished shooting, or have locked your film—congratulations!

I know from experience that is not any easy process. It takes, blood, sweat, tears, and persistence—not to mention funding. So, do congratulate yourself, but then do a reality check and realize that your journey has just started.

You now need to get your film into the marketplace and promote it. What are your plans for distribution and marketing? If you’ve secured distribution that’s a huge step forward, but that in and of itself does not assure that your film will be successfully marketed. If distribution is still on your to-do list, an effective PR campaign will not only help create a buzz and establish your brand as a filmmaker, it can also solidify distribution and film festival interest.

With the film industry in such flux and more competitive than ever, effectively positioning yourself in the marketplace is more challenging than ever. At PR for Writers & Filmmakers, we’ve been promoting independent feature films (both narrative and documentary projects) for years. Having worked as a screenwriter and indie film producer, I know the hazards and pitfalls of getting a film from concept to the market. With that in mind, we’ve developed a unique PR and distribution approach designed to publicize and market films to the public, but also to help secure distribution.

Our firm specializes in media placement, media training and image development. We’ve placed clients in a wide range of local, national and international media venues including Time, Newsweek, The Today Show, 60 Minutes, CBS This Morning, CBS Evening News, People, US, Entertainment Tonight, Premiere, Fox News, USA Today, CNN, MSNBC, 20/20, Oprah, The London Times, The New York Times, Los Angeles Times, The New Yorker, Rolling Stone, Entailment Weekly, and many more media outlets.

Making a film can be a magical experience, but the mistake many filmmakers make is to focus solely on the production and forget about next steps, specifically marketing and securing distribution. Too many filmmakers forget to develop an action plan they can implement once their film is completed. How are they going to get their film, promoted, marketed, distributed? What is their gameplan for building that bridge between the finished product and the audience?

Each film is unique and there are a number of different strategies we can utilize depending on the needs of each project. Effective marketing and promotion will help you achieve your primary objectives: to find your film’s audience and to make your project profitable, which will allow you to make your next film—and the next after that.

If you have a completed independent film, you need PR.

It’s that simple.

Why PR is Crucial for Your Film

Technology and the digital world have caused huge changes to what was once considered business-as-usual in the entertainment world. While the last decade has seen the music and publishing arenas changed forever, the world of film production, distribution, and marketing is also in a state of flux. There are new approaches to production, distribution, and marketing that were previously unheard of. Technology has also made it possible for full-length films to be created on minimal budgets, and there are a myriad of new distribution channels available.

Still, one question remains. What comes after you've produced your film? How is it possible to establish yourself in the industry, secure distribution, or reach your target market?

Social media is one very important piece of the puzzle. However, to get the attention that's needed to move forward, an effective and well-targeted PR campaign is your best approach. A traditional media campaign is critical.

Why is PR crucial when launching a feature film?

Simple.

PR is the only form of marketing that offers you (as well as your film) the validation and credibility of being featured in newspapers, magazines, TV, and radio in online media outlets. Being featured in the media creates an undeniable buzz, building a brand for you and your movie. Being able to land that type of press coverage puts you a cut above the competition. And finally, it puts your film on the map, and shows that you can be a key player in the marketplace. Once you've put these elements into place, you can start to broaden the scope of your own marketing outreach.

When pitching the media, keep in mind that the stories and pitches that interest you aren’t necessarily those that will interest the media. Take time to study the media outlets you’re approaching. What type of stories and angles do they focus on? Let those be your guide.

Remember, you don’t want to simply focus on reviews for your film. Rather, what you need is a mix of interviews, features and reviews about you and your film. Brainstorm, come up with some creative, unique media pitches and hooks about you, your film, the cast, the story, etc. Once you’ve secured some press, you can utilize your media coverage in your social media outreach. That allows you to amplify the media you’ve secured.

A campaign that blends traditional and social media is going to be the most effective. But to start, you need to land some media coverage.

Our motto is effective PR is effective storytelling.

So, what are your stories?

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The Art of Fiction in the Time of Trump

Fiction can generally reveal truth more powerfully than fact.

And in these times when the definition of what we once knew as facts and truth is melting every bit as fast as glaciers, fiction is perhaps more needed than ever.

These are chaotic and unsettling times of walls, fear, and suspicion. The rancor and vitriol seems to be perpetually stuck in high gear. People feel unsafe and unsure, tossed about in the divisiveness and turbulence. Many feel helpless, hopeless, and voiceless.

And because of that:

The role of the storyteller is now paramount. This is an era of pomposity and empty rhetoric. More than ever we need the truth found in novels, plays, films, fables, and poems.

Fiction can communicate both subtly and deeply. It can shine light in the darkness. It communicates at a visceral level and can fly past the radar. It can be difficult and unsettling but can also create change and dissolve despair.

In a very real sense, writing is magic.

But instead of waiting for the return of Merlin, we now need boldness. We need the courage to believe in our unique vision and the daring to move forward with blind faith.

The world is sounding a call to action. If you ever doubted the importance of your creative work, this is the time to put that doubt aside. Others have paved the way and have shown the impossible to be possible. They have moved through their doubts and past their personal dark-night-of-the-soul, and have created. They have impacted their world. They have changed hearts and minds.

Blaze your own trail. To quote Emerson, which I seem to do quite a lot, “Do not go where the path may lead, go instead where there is no path and leave a trail.”

This is no time for writers to doubt or hide their work.

This is not a time to be timid or hesitant.

Let your work shine particularly in the darkness. You’ll never know who the light will reach or what it will reveal.

Perhaps Francis Bacon put it best: “In order for the light to shine so brightly, the darkness must be present.”

Go forth, and write. 

I’m a Writer, not a Marketer! (You Still Need PR)

"I’m a writer, not a marketer or promoter!"

That can be a nice sentiment, but it’s also generally the kiss of death. If you write and don’t want to promote your works, you best team up with someone who will.

The fact that successful authors need PR and to market their books is not a new phenomenon:

These three were giants of literature who were also brilliant promoters.

There are more stories than we'll ever know from talented writers who are unknown because they failed to promote, and many accounts of mediocre writers who have successfully marketed their works. A mediocre writer who promotes will generally be more successful than the talented writer who doesn’t.

Talented writers who also market and promote—those are truly ahead of the game.

The trick is not only to become comfortable promoting yourself as a writer, but to do so effectively. Sadly, it’s not enough to decide you’re going to promote, jump on Facebook, Twitter, and maybe Goodreads and then sit back and wait. Nor is cobbling together a media list and sending out a press release going to suffice.

The secret? Effective PR is effective storytelling.

Perfect you say, you’re a writer, storytelling is your stock-in-trade. True, but when it comes to PR you need to know what stories to tell, how to tell them, when to deliver them, and to whom you should tell them.

If all of those pieces aren’t in place, chances are not much is going to come of your efforts.

So, if PR and marketing aren't your strong suit—delegate.

Find a PR team that understands how to promote books and authors, have worked in the field and who you feel comfortable with. Bring them on board and, together, move forward.

Effective PR and marketing can spell the difference between success and failure of a book and a career.

Give yourself the best shot to succeed.

An Interview with Katie Hogan of The Altar Collective

I had the pleasure of meeting Katie Hogan last year. A vivacious literature lover, editor, publisher and author.

Katie is the founder, editor-in-chief, and creative director of The Altar Collective. She is a twenty-two-year-old student from the University of Southern California with a BA in creative writing. Katie first fell in love with a piece of paper and a pencil when she was eight years old. Ever since, she has been dedicated to pursuing writing, especially poetry. Katie has spent time in San Francisco, New York City, Paris, and New Orleans on a constant search for the best iced coffee and answers to her cliché quarter-life crisis. She has studied advanced creative writing at Columbia University and has been nationally recognized for her writing by the National Council of Teachers of English. Katie’s poetry has been featured in publications such as Quiet Lightning and The American Library of Poetry, and she has gained editorial experience as an editorial intern at City Lights Booksellers and Publishers in San Francisco, CA. She is currently living in Boston to get her MA in Publishing & Writing from Emerson College. So, with Katie I launch my interview series of writers, editors, publishers, agents and others involved in the literary world.

Tell me a bit about your publishing company.

The Altar Collective is a small press and arts collective based in Los Angeles, CA and Boston, MA. We specialize in publishing poetry, hosting events like open mics and music/art festivals, and uniting the artistic community together.

What was the impetus to start the company?

In 2012, I dropped out of college after my freshman year and decided to take a year off. During my year off, I traveled to Paris and lived in the city for six months in order to learn French and gain new experiences. Paris was nothing like I imagined, though. Prior to leaving America, I believed Paris would be a lovely trip—full of riding bikes to pick up fresh baguettes, meeting nice people who would show me around the city, and basically all those other cliché, overly happy moments you see in movies.

Although I was very grateful for the opportunity to live in a beautiful city and have this experience, it was more difficult than I thought it would be. Fortunately, I stumbled across a weekly bilingual open mic that took place in the basement of a bar. This open mic inspired me more than I can describe—it was where I felt the most comfortable, and it took away all my fears related to the cultural differences. I was not only able to meet many influential people, but I was also able to really understand the power of poetry and writing in general, regardless of language barriers.

That inspiration followed me back to the states and eventually became one of the main reasons I started The Altar Collective. I wanted to provide a stepping stone and platform for writers. I have been way too lucky to be surrounded by such amazing artists, and I wanted their voices to be heard.

Prior to Paris, I helped a friend run a weekly open mic down in Long Beach, CA. That experience plus my year living in San Francisco and being exposed to groups like Quiet Lightning also really pushed me to create my own press.

What is the most interesting aspect of publishing to you?

My favorite part of publishing has been working with artists. Our poetry anthologies have introduced me to so many talented poets. Some poets flew in from Chicago and New Jersey to participate in our monthly open mic/book release shows, and we still keep in touch. Working with our featured writers, like author Kris Kidd and musician Inch Chua, was an amazing experience, as well. I love getting to know each artist we work with; picking their minds and being able to dive into their writing/art is a real honor.

What has surprised you the most?

People love poetry, contrary to what many believe. Before I started The Altar Collective, I kept hearing that poetry didn’t have a market, that it wouldn’t sell. However, I found that there really is an audience for poetry, and that audience is hungry for quality poetry and a community surrounding it.

What are some of the book you’ve published and what was it about those writers that spoke to you?

Years ago, when I was focusing on pursuing photography, I met another photographer/model named Kris Kidd. Kris and I became friends, and over the years, I realized that not only was he a talented photographer, but he was an amazing writer. After starting TAC, I approached him about his writing, and within a few weeks, we had a manuscript of his essays organized and edited. The manuscript, which would become I Can’t Feel My Face, was a collection of essays about Kris growing up in Los Angeles and his struggles losing his father, joining the modeling industry, and growing up in general. Kris was a friend before we worked on this collection, but working with him on I Can’t Feel My Face allowed me to dive deeper into his struggles and his suffering. Although the essays have a very specific tone to them, they really speak out to what it’s like growing up in Los Angeles.

We published his most recent book, Down for Whatever, in June 2016. I loved working with Kris on Down for Whatever because it shows his growth. It is his first poetry collection, but each piece shows strength and vulnerability, and watching him grow up as both an artist and a writer has been an amazing experience.

Another experience I really enjoyed was working with Singaporean musician Inch Chua. Inch went through all her diaries and chose entries from each one, then compiled a new diary of sorts. I loved getting to know her on a deeper level, and her story of traveling from Singapore to America to continue pursuing music was not only inspiring, but a story I felt like every girl should hear. Inch doesn’t let anything get in her way—if she’s passionate about it, she will achieve it, and that is a message I stand by.

Your also currently studying at Emerson College. How do you juggle your various responsibilities and interests?

It has definitely been difficult, but it’s a challenge that I’ve enjoyed so far! I’m currently in graduate school at Emerson College, studying Publishing & Writing. It’s a great program so far and I’ve learned a lot about the publishing industry that has helped me think about the future of The Altar Collective.

I also work at MIT in patent law during the day, and act as managing editor for Write Bloody, another fantastic poetry press that has been a major influence of mine since I was 13. Going to school, working two jobs, and running TAC while living in a new city has been exhausting at times, but I am so happy to be able to have each experience. Each teach me a different lesson and reveal new skills, so it’s nice to be able to dabble in different areas—it keeps me going!

You also write. Tell me a bit about your works?

Writing has been a therapeutic activity for me since I was a little kid. I’ve mostly been writing poetry, and some of my work can be found in Quiet Lightning, The American Library of Poetry, and Nostrovia! Poetry’s Fuck Art, Let’s Dance.
What are your top two pointers for writers looking to publish their works?

If you are seeking out a publisher, I highly advise working with a press that you love and trust. Go for one that makes you feel like family and makes you feel comfortable.

Never, ever, ever let anyone take advantage of you—financially, creatively, etc. The publishing industry is great, but there are a lot of people out there that are just looking to gain profit off of your art. Protect your work, protect your heart, and never let anyone alter or try to change your work against your will.

For more information on Katie and The Alter Collective, visit www.thealtarcollective.com