My First Book Debuts

the 'dear reporter' letter

or, how to get noticed by reporters

Writing a press release still has its place in the world of book promotion, but blasting a list of reporters with a copy-and-paste job is not one of them. Think delete. You'll still want to write a press release, and when you do use these distribution channels.

Website PR services
PR Web www.prweb.com/
PR Leap www.prleap.com/
USNewswire www.USnewswire.com

For emailing reporters, you'll want to send each one an individual email, custom tailored to them, even if you've never talked to them before. First, start out writing a "Dear Reporter" letter. That is a personal letter about the book from you, a recommendation from my publicist. As you copy and paste it into the body of an email message, you'll want to adjust, chop and refine, depending on who you're emailing.

For example, I often lop off the lead and try to further personalize the letter. I sent this to a guide on About.com who covers autism and led off with mention that I receive her online newsletter, which I do, and understood she reviewed books on occasion. Remember, sincerety counts.

Here's the "Dear Reporter" letter that I used as a model for all of the emails I sent, and yes, I say "Dear So and So" to reporters I don't know.

Dear [insert name],

Now is my time to share with you the advanced bound galleys of my book, Act Early Against Autism, which is set to debut March 4, 2008. The release of the book is timed to coincide with National Autism Awareness Month in April, an increasingly important educational movement at a time when one child in every 150 is diagnosed with this vexing brain disorder.

Act Early Against Autism is two books in one. It blends personal memoir with prescriptive advice based on my battle to "recover" my son, Leo, who is now eight.  On one level its message is to intervene as early as possible in order to redirect the course of a child's development, something many professionals told me was impossible. On another, it's about relationships as the core of human essence—how we form them and how we cannot live without them, especially those bonds we have with our children.

Chapter 1 traces the arc of Leo's story from his heartbreaking diagnosis to his almost miraculous recovery.  During these four years I experienced grief, dashed hopes, and the cruelty of others toward my child because he was "different."  I fought with the "system" over educating Leo, and I gave over my life while trying almost every therapy available until I found those that worked for him.   

The following chapters each open with a personal vignette that relates to the practical advice on the various topics that follow. I share my experience with various treatments and explain why it is important to stick with those that have the most scientifically proven strengths. I also disclose the bankruptcy our family suffered due to the expense of getting Leo the help that he needed and how we were able to reclaim our lives as Leo triumphed over his autism.

I know you will have many choices of books about autism to review in the next few weeks as National Autism Awareness Month approaches. Please consider sharing Act Early Against Autism with your audience.  It is both a success story and a practical guide for parents with children like Leo.   

Sincerely,

--Jayne

Jayne Lytel
[phone number] | www.jaynelytel.com

Monday: Set up a profile on ProfNet

shameless book promoter wanted

or, promoting your book: a different grind

One of the most common questions I'm asked from others is, "Are you going on a book tour?" Sometimes I think they're of the Dick Cavett era, and frankly, some of them are. "No, no no," I tell them. "That's not how you sell books." It's getting on TV (the long-shot is Oprah) and having something go viral on the Web or getting to the right bloggers.

Above all, however, is that your product is well-written and compelling. That said, the publishing houses won't always assign you a publicist. They just don't have the resources — both human and capital — to spend on every author. So, don't depend on getting one. I think I got one because Penguin paid so much darn money for my book that they're hoping for a good return. And, hey, so am I because I get more money if I reach certain sales benchmarks.

In any event, if you get a publicist you don't necessarily want to rely on him or her to pitch your book. If you know someone in the media, I'd reach out instead of passing the name on to someone who doesn't know your contact. In today's age of contact and email overload, the personal touch goes a long way in scoring at least consideration for coverage.

For me, here's how the process worked. Copy-editing completed in October and book totally done (Yahoo!) after I finish answering copy-editor queries. I got small breather, sort of. I had to begin compiling a media list. As a former journalist, I had come to know quite a few reporters and used them as leads. Another fortuitous event: the 30th reunion of The Independent Alligator, my college newspaper at the University of Florida in Gainesville. I reconnected with reporters from all of the country, many of whom worked on the newspaper with me. I gathered more business cards.

I then compiled a list of bloggers (not as many as you might thing, about 5), and asked another college roommate, who runs a boutique PR firm in Santa Monica, Calif., to help out with a media list. She came through with more names than I'll have time to pitch. Then there are enewsletters on autism, radio and TV shows, and a lot of crossed fingers in the hope that I'll get some publicity.

I also finished my website — www.jaynelytel.com — and launched my nonprofit, The Early Intervention Network: Enabling Families to Act Early Against Autism at www.actearly.org.

I'm eager to meet my publicist and score a meeting in late November. My editor and literary agent join in. We discuss strategy and I turn over my media list. I sit tight. The book debuts March 4. Bound galleys are delivered in December. We sit on them so they don't get lost in holiday mail.

It's now January 22, and I'm taking that list and sending out email to reporters. I'm spent.

Friday: What did I say to get media attention?