Becoming Semi-Famous by Headline Books / Zoom Into Books

“Thank you so much, Burke. I recommended you to an ex-astronaut who has a new book out. Hope he contacts you. You’re the best!” —HOMER HICKAM, New York Times best selling author “I’m so proud to have Burke Allen as a key member of Team Landau. He really gets P.R. and knows everyone in the media; it seems like any time I go to do an interview with a TV station, radio station or newspaper, they know Burke. And his attention to detail and hard work are awesome. He’s my boy… love him.” —LANDAU EUGENE MURPHY JR., America’s Got Talent winner and best selling recording artist

National Conference of Personal Managers National VP BURKE ALLEN brings decades of expertise in media, marketing, PR, and entertainment. He has a rich background as a radio and TV host, top-rated morning show personality, station owner, broadcast consultant, voiceover talent, podcaster, and media trainer. His Washington, DC-based ﬁrm, Allen Media Strategies, represents national and international musicians, Rock and Roll Hall of Fame members, Tony-nominated Broadway talent, reality TV personalities, bestselling authors, and more. Burke has managed hundreds of concert and media tours, appearances, and campaigns, securing his clients exposure across major TV, radio, print, and online outlets. Author of Becoming Semi-Famous, Burke has contributed to industry publications, won a Billboard Award, and spoken at events for Pollstar, Morning Show Boot Camp, and other major conferences.

A Publicity Primer on Mastering The Media Without Having To Be Arrested, Involved In A Scandal or Otherwise Embarrassing Yourself and Your Family

Burke Allen “Burke Allen’s Allen Media Strategies is as good as it gets!”

—ANDREW KLAVAN, Hollywood screenwriter and award-winning best selling author

BECOMING SemiFAMOUS A Publicity Primer on Mastering The Media Without Having To Be Arrested, Involved In A Scandal or Otherwise Embarrassing Yourself and Your Family

Burke Allen

Founder of Allen Media Strategies

Headline Books, Inc. Terra Alta, WV

Becoming Semi-Famous A Publicity Primer on Mastering The Media Without Having To Be Arrested, Involved In A Scandal or Otherwise Embarrassing Yourself and Your Family by Burke Allen copyright ©2025 Burke Allen All rights reserved. No part of this publication may be reproduced or transmitted in any other form or for any means, electronic or mechanical, including photocopy, recording or any information storage system, without written permission from Headline Books, Inc. To order additional copies of this book or for book publishing information, or to contact the author: Headline Books, Inc. P.O. Box 52 Terra Alta, WV 26764 www.HeadlineBooks.com Email: mybook@headlinebooks.com ISBN 13: 9781958914625

P R I N T E D I N T H E U N I T E D S TAT E S O F A M E R I C A

To my late parents Stan and Pat, who never understood how I could just talk and get paid for it. To my kids, Cristin, Michael, and Burke2, for tolerating my lectures and late nights away. And to my constant companion my microphone, which was my ticket to get me out of my small town, the same small town I’ve spent the rest of my life trying to get back to, if only in my mind’s eye.

Contents Introduction....................................................................................... 7 Chapter 1: Why Do Media for Authors?...................................... 10 Chapter 2: What is Media in Today’s World?.............................. 12 Chapter 3: Attracting Media Attention........................................ 15 Chapter 4: Developing Your Message........................................... 17 Chapter 5: Getting Your Message Out.......................................... 19 Chapter 6: Maximizing the 4 Types of Media.............................. 25 Chapter 7: Homework.................................................................... 30 Conclusion....................................................................................... 32

Introduction This micro book is designed to show you how to generate buzz and sales for your book with free exposure on TV, radio, print, and online platforms. This is how famous people do it; whenever they have a book, a new movie or TV show, a new album, or a cause they want to get attention for, you’ll see them on talk shows, hear them on podcasts, and radio interviews telling stories and plugging their pet project. You can do it too, without the hassle of being famous and never getting a minute’s peace (I’ve worked with a lot of famous people, and believe me when I tell you that fame isn’t what it’s cracked up to be). Instead, you can be “semi-famous” and reap the same rewards, just by reading this short book. You might be wondering why this book is so short, and I’ll you: I want to cut to the chase. My goal is to give you the essential tools you need to start generating buzz and selling books—quickly. I’ll be sharing the earned media techniques I’ve developed over more than three decades in media, marketing, and public relations. I also want to make it clear how what I’m teaching you is different from the typical advice you may have encountered. There’s a lot of, well, let’s call it noise out there. Some people might even use a stronger word—maybe “crap” is a bit too crass, but there’s no shortage of bad advice that simply doesn’t work. 7

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The strategies I’m sharing in this book are proven. I know this because I’ve been on the receiving end of countless media pitches during my 30-plus years in radio, television, and online media— some good, and a lot that weren’t. Instead of wasting your time and money on ineffective strategies, I’m going to give you real, actionable media advice that actually works. Now, let me tell you a little about myself and my company, Allen Media Strategies. I’ve been in the broadcasting industry since the 1980s. I started out as an on-air talent when I was just fourteen years old in my hometown of Logan, WV, deep in the Appalachian mountains, and worked my way up the ranks to roles like music director, program director, operations manager, and small market radio station owner in two markets. I enjoyed a successful career as a Billboard Magazine awardwinning broadcaster with companies including CBS Radio in various markets, including Huntington and Charleston WV; Savannah, Georgia; Salt Lake City, Utah; Las Vegas, Nevada; Orlando, Florida; Roanoke, Virginia; and Washington, D.C. I’ve hosted a podcast since the early days of the medium in 2010 called The Big Time Talker Podcast and have interviewed thousands of authors, celebrities, and subject matter experts for the show. I also spent five exciting years with one of the nation’s—and the world’s—leading broadcast consultancies, where we guided radio stations on the best practices to maximize their ratings and revenue. In 2005, I founded Allen Media Strategies, which has since become one of North America’s most influential boutique media, marketing, and public relations firms. We specialize in helping authors—whether self-published, small press, or major publisher, and other subject matter experts, including filmmakers and national touring artists—create buzz and sell their books, concert tickets, and valuable expertise not just for the short term but for years to come. In fact, some of our author 8

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clients have been with us for over two decades. I spent lots of time traveling with our top clients for their most high-profile media and personal appearances and speaking to large groups of authors and influencers. There are two main reasons why I wrote this micro book: 1. To encourage you to work with me and my team at Allen Media Strategies to help you get massive, free exposure for your book. 2. To motivate you to take action by showing you that the techniques in this book actually work, with or without me, so you’ll be more inclined to see the results of your hard work. If we end up working together, that’s fantastic. But if we don’t, that’s okay, too. As long as you generate a lot of buzz and sell a lot of books, I’m happy. I realize that not every author wants to do the level of media outreach that I suggest, and that’s fine. Some authors only want to do so much with their books, and that’s completely up to them. Whether you’re aiming for widespread exposure or just a little more visibility, I’m here to help either way.

Chapter 1

Why Do Media for Authors? Many authors believe that once their book is written, the hard part is over, and the rest will take care of itself. They assume that people will magically discover their book, and it will somehow become a New York Times bestseller or even be adapted into a movie starring a major actor. Unfortunately, that’s not how it works. Here’s the reality: On average, Amazon reports that over 1,200 books are released every day globally. That’s a staggering number. So, while writing your book may have been a monumental task, it’s only the beginning of the journey to success. The real work comes in promoting it. This is where media exposure becomes critical, especially earned or free media exposure. Whether you’re a fiction or non-fiction author, media coverage is one of the best ways to get your message out there and help people find you. More than just selling books, media exposure helps position you as an expert or storyteller worth paying attention to. But what does it take to attract media attention? First, it’s important to understand that media professionals are looking for stories that appeal to their audiences. Whether you’re doing an interview on TV, a radio segment, or writing 10

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for a blog, you need to provide value to the media outlet. This is often referred to as earned media—coverage you earn by providing a compelling story or message that resonates with the outlet’s audience. It’s not just about selling your book; it’s about being someone they want to feature because you have something unique and valuable to offer.

Chapter 2

What is Media in Today’s World? When we talk about media, we tend to think of traditional outlets like TV, radio, and newspapers. But today’s media landscape is far more diverse, and as an author, it’s essential to understand the full spectrum of media opportunities available to you. Here’s a breakdown of the different types of media in today’s world: 1. Television • Traditional TV includes local news, national news networks, and daytime talk shows. These are the more familiar outlets, but TV has expanded to include: ■ Cable TV (CNN, Fox News, etc.) ■ Streaming platforms (YouTube, Netflix, Hulu) ■ Online video on platforms like Vimeo or even Facebook Live Television is incredibly powerful because it combines both sight and sound, making it a great medium for conveying emotion and visual storytelling.

Burke Allen

2. Radio • Radio, like television, has expanded beyond AM and FM stations. Now it includes: ■ Podcasts—one of the fastest-growing forms of media, which often reach highly targeted and engaged audiences ■ Satellite radio (SiriusXM) ■ Streaming radio (like Pandora, iHeartRadio, and Spotify) ■ Audiobooks are also a popular way for authors to reach audiences who prefer listening to reading Like TV, radio is powerful because of the emotional connection you can make with your voice. However, it requires you to communicate effectively through voice alone. 3. Print • Traditional print media includes newspapers and magazines. But like other media types, print has also evolved: ■ Digital versions of newspapers (like the New York Times online) ■ Digital magazines ■ Blogs—whether personal or corporate, blogs have become a major force in influencing reader opinions ■ White papers, reports, and research—if your book touches on more scholarly topics or business insights Print media is still relevant, especially since the digital counterparts often reach even larger audiences. With online content, articles can also last indefinitely, giving you longterm visibility. 13

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4. Online Media • Online media encompasses a wide array of platforms: ■ Social media (Facebook, Twitter, LinkedIn, Instagram) ■ Websites—including guest posts, blog features, and interviews ■ Podcasts, which fall under both radio and online categories, are now mainstream ■ Influencers—key figures on YouTube, Instagram, TikTok, and other platforms who can review or feature your book The good news is that the possibilities for exposure are far broader today than they were even ten years ago. But the challenge is navigating this landscape to find the most effective ways to tell your story and reach the right audience. Paid vs. Earned Media There are two main types of media exposure you can pursue: 1. Paid Media—You pay for advertisements, commercials, or infomercials where you have complete control over the message. 2. Earned Media—You pitch your story to a media outlet and earn coverage because they find value in what you have to offer. While paid media can be expensive, earned media can be incredibly powerful and far more credible because it comes from a trusted third party. In this book, we’ll focus on earned media exposure.

Chapter 3

Attracting Media Attention Attracting media attention can seem like an overwhelming task. However, the key is to start by asking yourself a crucial question: What do I have to share that people will still talk about after I’m done speaking? To get the attention of media outlets, you need to craft a message that is: • Unique • Compelling Your message has to be unique in that you can’t be one of a hundred other authors or experts discussing the exact same content in the exact same way. Unless you’re the leader in the category, you’ll get “lost in the sauce.” Your message also has to be compelling; it has to appeal to a large portion of the media outlet’s reader, viewer, or listener base. Once you’ve honed your message, your next goal is to appeal to the emotional or financial interests of the audience. I like to think of this as pulling on two key strings: • Heartstrings—Appealing to people’s emotions. Stories with a human element, like charity work, challenges 15

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overcome, or personal success stories, tend to resonate deeply with audiences. Purse strings—Addressing economic concerns. These stories could relate to how trends or events impact personal finances, business practices, or industry growth. Media loves stories about money—whether it’s saving it or making it.

You need to understand that media professionals aren’t giving you exposure simply because they like you or want to help you out. Their goal is to provide their audience with content that is engaging and informative. The better they do this, the more successful their media outlet becomes—attracting more viewers, listeners, and readers, which in turn increases their advertising revenue. So, to get media attention, you need to help them do their job. Here’s a quick example: • If you’re promoting a cookbook, you might pitch a story about affordable meals during an economic downturn (appealing to purse strings). • If you’ve written a memoir about overcoming adversity, you might pitch an emotional story about triumphing over personal challenges (appealing to heartstrings). In both cases, the story you’re sharing isn’t just about you— it’s something that helps the media outlet provide value to their audience.

Chapter 4

Developing Your Message A great media pitch or press release needs to contain several key elements to ensure that it grabs the attention of the person receiving it. First, it’s important to understand the difference between a media pitch and a press release. Media Pitch A media pitch is typically shorter, usually around three paragraphs, and deals with a single topic. Here’s how to structure a successful pitch: 1. Subject Line: The most critical element of your pitch is the subject line of your email. It needs to be concise (seven words or less is ideal) and compelling enough to make the recipient open the email. Mention your expertise and the topic you’re addressing in a way that piques curiosity. Example Subject Lines: • “Expert Available: Author on Tips for Small Business Survival” • “NASA Astronaut Talks Space Safety Amid New Missions”

Becoming Semi-Famous

2. First Paragraph: The opening should briefly touch on a hot topic or news story that’s currently relevant. You want to immediately show that your pitch is timely and topical. 3. Second Paragraph: This is where you explain how you, as the expert or author, can contribute to the conversation. What is your point of view? How does your experience or expertise add a unique perspective? If you have a somewhat controversial or unconventional opinion, that can help catch the outlet’s attention even more. 4. Third Paragraph: Here, you’ll offer credentials that back up your expertise. Be brief but powerful, showcasing your qualifications. Include links to your website or previous media appearances that demonstrate your authority on the topic. Always include your contact information in every pitch (email and phone number) so the media professional you contacted can easily reach you. Press Release A press release is a longer, more comprehensive document than a media pitch. It covers more background details, can include quotes, and may contain embedded images or charts. While a press release can include more information, it’s crucial not to overload it with unnecessary details. Focus on the key points that will grab attention. Press releases can be published as-is by media outlets or serve as the basis for a reporter’s story.

Chapter 5

Getting Your Message Out How to Find the Right Contacts The internet has made it easier than ever to track down media contacts. Along with sources like LinkedIn, utilize these tools to help you contact the right person to help you with coverage. • Radio: Radio-Locator.com is a fantastic resource for finding radio station information. It allows you to search by market, format, and even signal strength and lists station website links. Once you identify the relevant stations in your search, focus on the morning shows of music stations—this is often where interviews and guest appearances happen most often, especially for softer topics and lifestyle-related books. For more news-driven and current events topics, the radio format where, by far, the most interviews happen are “news-talk” stations. The trick here is that most of those stations have primarily nationally syndicated, out-of-market hosts, so you’ll have to dig and find the handful of local talk shows in those markets. Most station websites have either direct email contacts for show hosts or a contact form that you can fill out. Pitching national shows requires a broader content 19

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topic, and usually, you’ll need to find the producer of the national show, which requires an extra level of online detective work. Television: TV stations generally list their staff, including assignment editors, under their “About Us” or “Meet Our Team” pages. These editors are crucial because they are responsible for deciding which stories make it on air. When you fill out the contact forms on the TV station’s website, it often goes straight to the assignment editor. Many television stations also have a “catch-all” email address that goes to everyone in their news department. It’s often something like “news@wxyz.com.” Keep in mind that most TV stations have multiple assignment editors so that they can provide content for all the different newscasts that air, from the early morning, shows that begin at 4:30 am to the late-night 11:00 pm newscasts. You can also email relevant reporters directly, especially if they’ve covered topics related to your book’s themes. Always remember to drill down to make your pitch locally relevant. For example, if you’re writing a book about speed traps around the country, research the biggest local speed trap in that market and then reference how unlucky speeders can avoid going to the specific traffic court in that city. Print: For print, it’s important to focus on journalists who cover your book’s subject matter. Local newspapers, magazines, and trade publications often have reporters who specialize in specific topics (e.g., business, health, lifestyle). Most publications have contact forms or direct email addresses listed for their reporters. You can also subscribe to services like www.connectively.us, which has taken over the longtime HARO (Help a Reporter Out) service. Connectively connects journalists seeking expert

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opinions with people like you, and their introductory service, as of this writing, is still free, with paid upgrades available. If you’re a strong writer and have a unique point of view on a particularly hot topic, consider pitching an article submission with a compelling title your readers would find interesting. Most outlets have a word count that they’re looking for you to stay under, so try to figure that out prior to submission, and remember to include your byline. Many newspapers, digital and print, still have letters to the editor opportunities that, if crafted properly, can still include a subtle but not overt mention of your book when properly worked into the letter’s narrative to provide context to the letter. Online: Online media outlets, including blogs and digital magazines, are vast, but don’t let that overwhelm you. Tools like Podchaser, Matchmaker, and Blogarama help you locate podcasts and blogs by category and influence. When pitching to bloggers or podcasters, remember that they may not have a staff, and responses can be slower. However, many podcasters and bloggers are more likely to feature niche content, so if your book caters to a specific audience, they may be a better fit than a larger media outlet. You don’t have to be on a huge podcast with millions of listeners; you do have to be on podcasts that will be interested in your book, product, or service.

Developing a Media List Once you’ve identified the right contacts, you need to organize them. This will become your media list. Use a simple, sortable spreadsheet to track: • Outlet name • Contact name (journalist, producer, editor, etc.) • Email address or contact form link 21

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• • •

Date of contact Follow-up date Response (yes, no, or pending)

Your media list should be a living document that you update regularly. As you continue to send pitches and press releases, track the results. This will help you determine which outlets are more receptive to your pitches and which ones require more effort or a different angle. Also, note that working media professionals move around a lot. You’ll want to keep up with them as you develop relationships and they move from market to market. When to Follow Up Persistence is key in media outreach. If you send out a pitch and don’t hear back after a week, it’s okay to follow up politely. Here’s a simple formula for a follow-up email: • Subject Line: “Following Up on [Previous Pitch Title]” • Opening: “Hi [Name], I just wanted to follow up on my email from last week regarding [topic of your pitch]. I thought your audience might be interested in hearing more about [your expertise/book/angle].” • Closing: “Please let me know if you’d like any additional information or if this is a good fit for your audience. I’m happy to adjust the pitch to better suit your needs.” If you still don’t hear back after your second (or at most third) follow-up, move on. If the story in the news cycle that you’re trying to tie in has passed, don’t send that second or third pitch and risk being blocked by the media pro (think holiday pitches or hot topics in the news). Don’t be discouraged—many media professionals receive hundreds of pitches daily, so it’s rarely personal. Sometimes, it’s simply a matter of timing.

Burke Allen

Being Prepared for Responses Once you get a “yes” from a media outlet, it’s important to be fully prepared for the opportunity. Here’s a checklist to help you make the most of your media appearance: • Know Your Talking Points: Write down 3-5 key messages you want to convey during the interview. These should be succinct, memorable, and directly tied to your book. Practice delivering them in a natural way so they don’t sound rehearsed. • Practice Your Pitch: Whether it’s a TV appearance, podcast, or radio interview, practice how you’ll deliver your pitch. Keep it short and engaging, and make sure it’s tailored to the specific audience of the outlet. If you’re doing a television or Zoom interview, practice in front of the camera to ensure your body language is comfortable and confident. • Prepare for Different Formats: Be ready to adjust your approach depending on the type of interview. For TV and online interviews, visuals matter— wear simple, solid colors and avoid distracting patterns. For radio and podcasts, focus on the tone and clarity of your voice. Print interviews may involve detailed, written responses, so make sure you can summarize key points effectively and accurately. • Share and Promote the Interview: After the interview, share it on your social media, website, and any other platforms you use. Media exposure often has a snowball effect, where one successful interview leads to more. By promoting your appearances, you increase your visibility and potentially attract additional media opportunities.

Becoming Semi-Famous

Conclusion Building a successful media campaign for your book requires effort, but the rewards can be significant. By targeting the right outlets, crafting a compelling message, and staying organized, you can achieve valuable media exposure that can help you sell more books and establish yourself as an expert or authority in your field. In the next chapter, we’ll explore how to maximize your impact across the four main types of media: television, radio, print, and online.

Chapter 6

Maximizing the 4 Types of Media There are four primary types of interviews you can aim for: television, radio, print, and online. While they share some similarities, each type of media has unique characteristics, and understanding how to navigate each of them can maximize your exposure and impact. Television Interviews Television interviews can take place either in a studio or out in the field. Studio interviews often come with distractions— cameras, lighting, crew members, and background noise. In the field, the chaos can be even greater as reporters conduct interviews on location, often in noisy or distracting environments. Whether you’re in a controlled studio or out in the field, it’s important to stay focused and deliver your message clearly and concisely. Since COVID-19, many TV interviews have shifted to Zoom or similar video-conferencing platforms. While this is more convenient because you can stay at home, it presents its own set of challenges. To deliver the best possible interview: • Lighting: Make sure your lighting is good. Natural light from a window can work well, or use a ring light to ensure you’re well-lit. 25

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Audio: Clear audio is essential. If possible, invest in an external microphone rather than relying on the built-in mic on your computer or phone. Setting: Ensure your background is clean and professional—avoid clutter or anything distracting behind you. Wardrobe: Avoid wearing clothes with loud patterns or bright, distracting colors. Solid colors usually work best.

If you’re in a studio setting, it’s also important to know where to look (usually at the interviewer, not the camera) and to keep your body language relaxed and open. Radio Interviews Radio interviews focus entirely on the auditory experience, so your voice and the clarity of your message are paramount. Here are a few tips to ensure a successful radio interview: • Quiet Space: Conduct the interview in a quiet space with no background noise. Put a “Do Not Disturb” sign on your door, silence your phone, and eliminate any other distractions (like barking dogs or delivery people knocking on your door). It’s important that your surroundings are as silent as possible. • Technical Setup: If you have access to a landline phone, use it—landlines typically provide clearer sound quality than cell phones. If you don’t have a landline, make sure your cell phone signal is strong. For even better quality, ask if you can do the interview via Zoom, Teams, or another platform that offers superior audio. • Voice Delivery: Your voice is your most powerful tool. Pay attention to your enunciation, tone, and pacing. Vary your pitch to keep the audience engaged—sounding enthusiastic and passionate about your topic can make a 26

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big difference. Avoid speaking too quickly or too slowly, and don’t sound monotone. Before the interview starts, practice delivering key points to ensure you’re ready and comfortable with your content. Print Interviews Print interviews are often conducted over the phone or via email. While they might seem easier because you don’t have to worry about being on camera or delivering audio, they come with their own challenges: • Pacing: Print journalists often ask questions slowly and take time to jot down notes or type while you speak. This can make the interview feel a bit disjointed or awkward. Be patient and give clear, concise answers, even if there are pauses on the other end. • Misquoting: Since print journalists often write by hand or type your responses, it’s more common for them to misquote you, either through paraphrasing or transcription errors. To minimize this risk, try offering to send them additional written material, such as a press release, or follow up with an email outlining key points you want to make sure are clear. • Supplementary Materials: Offer to send photos, charts, or other visual elements that might accompany your story. This can expand the size of your interview and make the article more engaging for readers. • Print and Online: Be sure to ask if the article will appear in both the print version and the online version of the outlet. Online articles often reach a far larger audience, and they tend to have a longer shelf life than print articles. You can also share and promote online versions of the article on your social media and website. 27

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Online Media and Interviews The world of online media is the fastest-growing segment in earned media, with podcasts, blogs, and social media playing an increasingly significant role. Podcasts, in particular, have exploded in popularity in recent years, offering a tremendous opportunity for authors to reach niche audiences. Here’s how to make the most of online media: • Podcasts: Most podcasters are not professional journalists—they often have day jobs and run their podcasts as a side hustle. While they may be less polished interviewers than TV or radio hosts, this can work to your advantage. You have a greater opportunity to steer the conversation and make sure you get your key points across. However, be prepared for less structure and spontaneity. A podcast host might go off on tangents or ask unusual questions, so be ready to adapt. Focus on bringing the conversation back to your book and your core message when needed. • Audience Size vs. Quality: While some podcasts have massive audiences, don’t overlook smaller podcasts that may have fewer listeners but a highly targeted, passionate audience. For example, if your book is about classic cars, a podcast with a small but dedicated audience of car enthusiasts might generate better leads than a large general-interest show. • Blog Interviews and Guest Posts: Blogs remain a strong source of earned media. Some bloggers conduct interviews via email, while others may invite you to write guest posts. In either case, focus on delivering valuable, insightful content that aligns with the blog’s audience. Afterward, share the blog post on your social media channels to maximize exposure. • Social Media and Live Streaming: Increasingly, online 28

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interviews are conducted via live streaming platforms like Instagram Live, Facebook Live, or YouTube. These formats allow for real-time interaction with the audience, including answering questions on the spot. Always be prepared for this spontaneous element and have a strong, engaging presence on camera. In addition to doing interviews, actively engage on social media by sharing clips or links to your media appearances. Use your platform to create ongoing buzz for your book and keep the momentum going. Key Takeaways: Each media format—whether television, radio, print, or online—requires a different approach, but all offer tremendous potential to help you reach new audiences and generate buzz for your book. By understanding the nuances of each format and tailoring your approach accordingly, you can maximize your exposure and build lasting connections with media outlets.

Chapter 7

Homework This micro book has provided you with a wealth of information in a short space. Now, it’s time to put it into action. Here are a few things you should do right now if you want to generate buzz and, ultimately, sales for your book through free or earned media exposure on television, radio, print, and online outlets. 1. Identify Your Target Audience: Take the time to think deeply about who your book is for. Be specific. Don’t make the mistake of saying, “Everyone from age 8 to 80 will love this book.” Instead, visualize your target audience as a dartboard. The bullseye is your most important audience—those who are most likely to resonate with your message. Aim for the target, and if you hit the concentric circles around it, those are the icing on the cake. Once you clearly define this target audience group, you can begin going after media outlets that cater to them. 2. Choose the Right Media Outlet: Based on your book’s subject matter, determine whether television, radio, print, or online media will offer you the best opportunities for exposure. Ask yourself: 30

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3. 4.

Is there a strong visual component to your story that makes it ideal for TV? • Does your book lend itself to a more auditory experience, where your voice and storytelling shine? • Is there an emotional or technical angle that would work well for print interviews, especially if you have a lot to say? If you’re not sure, think about how you can adapt your story to each medium. Do Your Research: Spend time researching media outlets that align with your book and its audience. Remember, there are plenty of niche outlets that might not have a huge audience, but the quality of that audience can be more valuable. For example, a podcast with a few thousand passionate listeners in your book’s genre might generate more interest than a large general-interest media outlet. Craft and Send Your Pitch: Using the tips provided earlier, write a compelling media pitch. Focus on your unique angle, make it topical, and include a great subject line. Then, start sending your pitches to the media outlets you’ve identified. Don’t get discouraged if you don’t get a response immediately—follow up politely after a few days and continue refining your pitch as needed. Keep Dripping Out Content: Persistence is key. One great interview can create a ripple effect, but that doesn’t mean you should stop there. Keep reaching out to other outlets, refining your message, and looking for new opportunities. Drip content out consistently—don’t overwhelm outlets with too much at once, but stay on their radar.

Final Advice: Don’t give up. Dr. M. Scott Peck, author of The Road Less Traveled, famously set a goal to do at least one media interview every day. This strategy helped keep his book alive for 31

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many years, eventually turning it into a classic. If you send out a few emails and don’t get responses, don’t assume there’s no interest. Go back, rework your pitch, and try again. Was your subject line compelling enough to make them open your email? Did your pitch grab their attention quickly? Was it brief, clear, and to the point? Evaluate, adjust, and keep moving forward. The more consistent you are, the better your chances of success.

Conclusion If you’d like additional help, more advice, or a dedicated team to back you up, we’d love to learn more about your book, product, or service. We have lots of free resources available to help you on your journey at our Allen Media Strategies website www.allenmediastrategies.com. If you’re ready to take the next step, call or email us for a free, no-obligation consultation to see if we’re a good fit to assist you in your journey. Thanks for reading!

A Publicity Primer on Mastering The Media Without Having To Be Arrested, Involved In A Scandal or Otherwise Embarrassing Yourself and Your Family

Burke Allen “Burke Allen’s Allen Media Strategies is as good as it gets!”

—ANDREW KLAVAN, Hollywood screenwriter and award-winning best selling author