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?

 

An Author’s PR Roadmap

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!

PR, marketing and promotion are not luxuries for authors, they are necessities.

The question authors need to ask is not if you should market, but when and how.
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. You are 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 the book and often overlook valuable PR and marketing opportunities that can be gained from marketing the writer themselves.
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, strategies and tactics. Whether you’re self-publishing or working with a traditional publishing house will change your approach.
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 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.
And remember, effective PR is effective storytelling.
And who better to tell a story than –
An author!

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.

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.

Podcasting, Fandom, and Media Specialization

Media placement is one of the core tenets of public relations, if not the main goal: we build clients into Brands through their exposure across a variety of outlets until they hit the threshold of public interest and become relevant (and then the real PR fun begins).

The endless evolution of media is one of the ever-changing trends that we have to be very aware of in PR; particularly since the 2000s, news and pop culture consumption has changed radically (and continues to). For example, the last five years have seen an abundance of articles bemoaning the “death of journalism” in the face of social media ubiquity and a pervasive click-bait-as-business mentality. Leading national newspapers continue to increase print subscription fees as consumers turn to the Internet, and even that online presence is constantly challenged by the instant accessibility of in-your-face Facebook algorithms that bring the news to you via right rails and friends.

In that same vein, we no longer turn to radio as much as we used to in booking exposure for clients. Radio shows used to be a default go-to, but as with the rest of media consumerism in 2017, the variety show model has largely been eclipsed by outlets that are tailored to specific interests and which are easy to digest on the go with a smartphone.

Enter the Podcast. A portmanteau of “pod” (iPod) and “broadcast” coined in 2004 by BBC journalist Ben Hammersley, podcasts snuck into the scene and enjoyed moderate interest among key early adopters until an explosion in the 2010s that cemented them as a popular medium, challenging traditional radio business practices. Of course broadcast radio is still prevalent: it’s an easy habit to flip on FM while driving to work in the a.m., and if we're talking local traffic, national news, and current hits, you're set.

But, so many of our clients—especially our authors and filmmakers who are just starting to take off—don’t have stories that fit immediately into that general news mold. Podcasts offer an hyper-accessible channel with the advantage of highly particular subject matter, if so desired. The host-guest(s) conversational structure that features in so many podcasts also means authentic connection and the chance to build lasting and mutually beneficial professional relationships. Plus, podcast audiences are already primed to be interested in show guests.

Why is that so important if the audience is just a niche community? Because if we can successfully identify appropriate channels, we win guaranteed exposure for clients in communities that will champion them, and amplify their presence enthusiastically and organically. In eternal HBO hit Sex and the City, leading lady Samantha Jones is a PR pro who pushes her then boyfriend Jerry “Smith” Jerrod to commercial success as an actor, gleefully noting of his confusion at the path his burgeoning career is taking, “First come the gays, then the girls!” Sure enough, his career takes off right on schedule.

Now we’re not that particular market here, nor would we perhaps be quite so flippant, but the wisdom holds: in this new age of Comic-Con as a media mogul instead of just a nerd haven, and Harry Styles as a critically acclaimed musical talent beyond a pre-teen dream*, we embrace and rely on fandom more than ever.

In 2017, fandom is not frivolous, it’s what comes first.

What we’re saying: if you’re an author or a filmmaker, don’t shy away from appealing to niche audiences, or starting off with exposure in smaller, more specific outlets (and if you’re working with your PR team, trust us, there’s a plan). Podcasts in particular are your friend! Find the communities that love what you’re doing and want to champion you, so that when it comes time to pitch yourself to bigger fish, those mainstream outlets will care because a quick Google search will show that everyone else already does.
*If you're dubious about One Direction's main man, check out NPR's Pop Culture Happy Hour or Panoply's Switched on Pop for more on Mr. Styles...speaking of podcasts.

An Interview with Philip Rebentisch, President of AMA Los Angeles

I met Philip at an event titled “How to Find and Retain New Customers,” presented by American Marketing Association (AMA) and the president of its Los Angeles branch—also known as Philip. The panel featured Ann Convery, creator of Speak Your Business™; Anil Punyapu, SVP of Sales at Cvent; Elizabeth Primm, Industry Director at Twitter; and Sean Kelly, Head of Sales at Spotify.

Philip was a great moderator. He kept the conversation moving, didn’t try to take over (as I’ve seen others do in the past), and ensured that the panelists and the audience stayed absorbed and engaged. His enthusiasm and passion for event, the AMA, and where the brave new world of marketing and creating is heading, was contagious. As such, I want to introduce you to him as well.

A brief bio: Philip was hired by NASA to create international educational television. Landing in Los Angeles after his contract expired, Philip became a staff TV writer-director for Rockwell International/Boeing, creating marketing and PR videos for NASA and Congress. From there he worked on his own video documentary projects, did freelance work including behind the scenes for HBO Comic Relief and a few shows for E! Entertainment. He then moved to the Internet, producing websites and creating content that eventually led him back to production work. He formed Wine Table Media to create digital video from concept to completion for CD, DVD, and Internet distribution. And, as earlier stated, he is now President of American Marketing Association Los Angeles. He’s also currently working as Director of Media Clearances for Manhattan Advertising & Media Law, Inc.

Philip hosts the newly launched, Get The Word Out! a monthly digital video program exploring marketing, advertising, PR, tech, and content creation in Los Angeles. He will be interviewing yours truly on June 21, on how effective PR is effective storytelling—but more on that in a later blog. As Philip’s bio states, “He’s still a content guy, he’s still curious, and still hungry.”

We chatted about the AMA, marketing, content creation, and why taglines pop into his head at 5:00 a.m. on Saturday mornings.

Tell me a bit about your background in marketing.

My career has centered on television and film content. In my junior year in college I formed a production company that produced cable commercials, music videos, and event coverage. After creating international educational television for NASA, I worked for Rockwell International/Boeing creating PR and marketing videos for the Space Shuttle and Space Station programs. When I formed my digital video company, my clients were a sports production company and nonprofits such as The American Heart Association, Aquarium of the Pacific, and the Flying Samaritans. My philosophy then and now was to tell stories to raise funding donations. For the last few years I’ve worked the legal side of the advertising business trying to prevent clients from getting into copyright or trademark issues with their advertising campaigns.

What are the major changes you’ve seen in the field over the years?

The major change is of course the digital revolution and the rise of social media. My perspective is that it has taken several years for clients to realize that marketing is no longer a “push-based” operation, it is conversation-based due to social media. The power of marketing is in the hands of the consumer, and I don’t see this changing anytime soon. Marketers must provide a reason for consumers to pay attention, and a siloed, push-messaging approach is as relevant as dial-up modems.

You’re President of American Marketing Association, Los Angeles. First, congratulations. Second, how did you first become involved with the AMA?

It’s a funny story. I knew nothing about the AMA until one day when my neighbor was on chapter panel and he wanted a friend in the audience. I showed up and was impressed with the level of the discussion. I started attending events, became an AMA member, and often asked questions during the Q&A sessions. It’s my nature! After a few months, I was literally tapped on the shoulder by the president at the time who invited me to join the board. I did and it has made an enormous difference in my life.

How would you describe the AMA?

We help people become better marketers! The AMA is the largest marketing association in the world with over 30,000 global members and its tagline is Answers in Action.® As an AMA member, you have access to a diverse wealth of information in the form of research papers/case studies, webinars, seminars, magazines, podcasts, and national conferences just to name a few benefits. The local chapters exist to further those benefits and provide the networking and educational opportunities for their community. The Los Angeles chapter is currently the largest chapter on the West Coast with nearly 400 members.

What is the Association’s primary mission?

Our chapter’s tagline is: AMA Los Angeles. Network. Educate. Volunteer. Move Forward With Us. This tagline popped into my head at 5:00 a.m. on a Saturday morning (like all good taglines) and it truly represents our primary mission. Leveraging the resources of the national organization, we provide professional, meaningful networking opportunities; create high level, diverse educational programming to chapter members and the LA marketing community; provide pro bono community outreach services; and help people move forward in their careers. We refuse to waste anyone’s time at any event, and we take this responsibility very seriously.

How does someone become a member?

It’s very easy! Go to the national AMA website at www.ama.org and sign up! Now through June 10, 2017 our Spring membership drive is underway so you can save on membership fees. You become a national AMA member and then select your specific chapter membership.

What are some of the benefits of becoming a member?

Free admission to all our educational events to start! We are the only AMA chapter that does not charge admission to our monthly educational events. In addition, you have access to the national AMA resources which include continuing education certificate programs. To sum it up, the AMA is focused on helping develop the individual’s skills, not a top-down, company based approach. Going forward, there is a new emphasis of being part of a national (and global) organization, and AMA Los Angeles helped lead the way in the re-branding effort.

You’ve launched a new TV show called Get The Word Out!. Tell me a bit about that.

Los Angeles is a media-centric town, and we felt it was important to represent that element as a chapter. It goes straight to the membership value proposition. Our communication goals for this year were to launch a blog, podcast, and video programming. Get The Word Out! is a monthly digital video program exploring marketing, advertising, PR, tech, and content creation in Los Angeles. Got a good story to tell about your business? Then get the word out about it!

What is the focus and format?

I host the show on the WCOBM.TV multi-channel network and we’re always seeking interesting stories and people. Los Angeles has always been a town about invention, or even re-invention, and we’re curious about the myriad of topics out there from Silicon Beach to Hollywood, with fashion and music included! Each show consists of four separate, 10 minute interviews exploring that guest’s personal or company story. The show streams live on WCOBM, Facebook, and YouTube at 4:00 p.m. on the third Wednesday of every month and is then available on demand. Find us at https://www.wcobm.tv/gtwo.

What is on the horizon for you and AMA Los Angeles?

This year is going to be even more focused on the membership value proposition. In other words, we want to ensure that membership provides the benefits that are important to each member. For example, we’re launching a new executive programming track for members only to learn from and network with local marketing executives in an intimate, exclusive format. We’re excited! We’ve also developed partnerships with the other West Coast chapters where LA members may attend events in San Francisco, Portland, Seattle, and others as if they are a member of that chapter, and vice versa for us.

Learn more about the American Marketing Association (and become a member!) at ama.org.