Does the media still matter to get publicity to promote books and help authors get the recognition they deserve? Publicity expert Dan Janal shows there are many ways to use the media today.

1. Why Publicity Still Works
Dan Janal
Author U Extravaganza
May 3, 2013

2. Myth #1
• I’m not good enough to get publicity
• I’m not smart enough to get publicity
• There’s someone better on this topic than I
am

3. Myth Buster #1
• Reporters use the most interesting comments
from the people who respond
• Interesting trumps credentials every time
• You’ve written a book; you’re credentialed
• Most reporters wish they could write a book
• They hold you in high regard

4. Myth #2
• Reporters don’t want to hear from me
• I’m a nobody
• I’ve never been on Oprah

5. Myth #2 Buster
Reporters are looking for you!
• Need new sources
• Can’t quote the same old
people all the time
• Need new angles
• Need new ideas

6. Myth #3
• I don’t know where to find reporters

7. Myth #3 buster
• Many services connect you with reporters
– PR LEADS, HARO, Pitch Engine, etc.
– Find reporters on Facebook, Twitter, Media
Websites
– It’s never been easier to strike up a conversation
with reporters

8. Myth #4
• I don’t know what to say

9. Myth #4 Buster
• You wrote a book, you have more than
enough to say!
• You have to frame and mold your ideas to
meet the needs of the reporter
• Get a media coach to help

10. Does the media still matter?
• Eskimos have “30” words for “snow”
• There are “30” words for “media”
• It’s a whole new ball game with new rules
• Good news is that the new media helps you.
• Better news: There is no bad news.

11. Earned
Media Paid Media
Owned
Media
Social
Media/Shared
Media
Conversations
Prospects
Clients

12. Earned Media
• Articles written about you
by reporters
– Generated by PR
LEADS, HARO, PR
firm, Reporter’s ingenuity
– Build credibility
– Build visibility
– NEW
– You earn media in
• Social retweets
• Search engine listings
• Create discussions
• Add nytimes, google

13. • Anyone can produce content
• Reporters/Media provide context, not just
content
• They act as a filter from all the data and info

14. Paid Media
• Sponsored articles
– Press Releases
• Printed on media websites –
so you get credibility
• Indexed on Google – so you
get found
• Read by prospects – so you
get sales
– Ads, PPC, banners
– Sponsorships
– Results

18. Press Release Myth #1
• You have to have “news”
• False: You have to be interesting
• Solution: How to articles can be turned into
press releases

20. Press release tips for new books
• Don’t focus on the book
• Focus on the content
• Weave in book details
• Use keywords
• Share your results

25. • Google ranks press
releases high on search
results
• What would your
prospects think of your
if they saw Wall Street
Journal as first listing for
your topic?

26. • Steve Juetten, financial
planner, author
• Steve's email list has
grown by 42%
• Queries for new business
have jumped
nicely. Steve's sell cycle
is fairly long, and he is
very pleased with the
number of new, qualified
prospects he is meeting.

27. Owned Media – You as Publisher
• Content Is Your Foundation
• Create your brand
• Create content for life
• Create evergreen materials
– Blogs
– Articles
– Press releases
– Pictures
– Infographics
– Ebooks
– Website
– Webinars
– Teleseminars
– Transcripts
– Slideshare

28. Social Media
• Original thoughts
• Links to your blog posts
• Repurposing of others’ comments and articles
• Benefits
– You are a publisher
– You are a personality – not a faceless brand
– Your comments are indexed on Google

29. Shared Media
• Content you share with social media friends

30. A typical email box – shared media

32. CommProBiz

34. Everyone is a publisher
• You publish on your blog and social media
• You publish your own books
• You re-publish other people comments and
articles (isn’t that what a publisher does?)

35. Clever Ways to Take Advantage of the
Media and Get Visibility

36. Become a reporter’s BFF
• Follow reporters
– Blogs
• Comment on articles, blogs, editorials and letters to
editor
• Add relevant info
• You’ll stand out from the crowd
• You’ll be the first person reporters reach out to for
comments
• Twitter, Facebook, LinkedIn
Get to know your target reporters

37. Get active on Google+
• Google search engine
indexes Google+ posts

38. Google Authorship
• Simple command adds
your picture and
number of Google+
circles you are in to
Google searches
• Add the “rel author” tag
to your articles, blog
• Benefit:
• You stand out visually
• You have social proof

39. Add keywords to articles
• Google thrives on
keywords
• Use free Google Ad
Words tool to find
popular words
• Work the words into your
content
• Headline and first
paragraph are most
important
• 1 link per 100 words: best
practice

40. Tell the world you got media!
• Put articles in book
proposals, sales
kits, speaker promo
packs
• Put links to articles on
your website
• Don’t bury it!
• Use a dedicated “media
page” to display all your
media mentions

41. Tell reporters you are a media darling
• Let them know where
you’ve been quoted
• If you’re good enough
for Oprah, you’re good
enough for me!
• Reporters don’t want to
be burned. They want
to quote people who
know how to play the
game

42. Fill out your profiles
• Amazon author page
• LinkedIn
• Social media sites
• What’s your sm
persona?
– Professional?
– Whimsical?
– Emotional?
– Irritating?
– Anonymous?

43. Use your media in your intro
• Jack Canfield
• “Behind the empire Time
Magazine called the
"publishing phenomenon
of the decade" is
America's leading expert
in creating peak
performance for
entrepreneurs, corporate
leaders, managers, sales
professionals, corporate
employees, and
educators.

44. Make it easy for reporters to find you
• Add a media section on
your website
• Laura Stack
– Earned articles
– Press releases
– Articles she wrote
– Questions to ask her
– Pictures in different
formats
– Much, much more
• The Productivity
Pro.com

45. If a reporter contacts you…
• Drop everything and
reply to them
• They are on deadline
and will go to the next
person if you are “too
busy”
• Alert support personal
to get you

46. Publicity still matters
• Builds credibility
• Enhances visibility
• Helps make sales
• Shows the world that
you are the expert that
you are

47. Final Reason: Google
• Get into to the mind of
a person searching for
Google.
• What are they looking
for?
• How do they refine
their search?
• Will they find you?

48. My Invitation
• Two hours of coaching with me
• Learn how to find your unique media message so
reporters want to write about you and review
your book
• Find out how to create the best keywords so you
can get found on Google
• Media training so you know what to say to
reporters and how to say it
• We’ll create your 12-month editorial calendar so
you always know what to write about. Never
have writer’s block again

49. • Normally, $300 per hour or $600 for 2 hours
• Show special – only $295
• Offer expires when Author U Extravagannza
2013 show ends

51. • If you’d like
slides, please put your
biz card in my fishbowl.
• You’ll also get my
weekly publicity tips
newsletter
• I never sell my list
• Write “no news” if you
don’t want newsletter

52. • For info, go to:
• http://www.PressReleaseSender.com
• 952-380-9844