How to Pitch Your Book to the Media
By Marissa DeCuir
Steps for finding the right media contacts, writing a great pitch, and getting better engagement
How do books get covered by digital magazines, newspapers, TV talk shows, and radio programs? Publicists spend a lot of time cultivating relationships with specific media contacts to help their authors’ books get the recognition they deserve. After more than a decade of helping our clients secure coverage in top outlets like The New York Times, NPR, Good Housekeeping, Cosmopolitan and many more, I have some time-tested strategies that will help you find, pitch, and get more responses from the media outlets you want to reach.
But first, what is a “pitch”? A pitch is a succinct, persuasive email sent from a publicist (or you as the author) to a media contact about a book, for the purposes of getting that book “covered” or featured in some way by the outlet.
Media contacts can be more traditional, like newspaper and magazine editors, journalists, radio hosts or TV producers. Your “media” target list should also include diverse, influential content found online: thematically digital publications, podcast hosts, YouTube series, social media influencers, and other platforms for readers.
Here are some tips for getting more responses from the media about your book:
Think outside the book and book editors, and demonstrate how your book correlates with timely issues within the news cycle. Journalists are under a lot of pressure to cover trending news items, and it can be hard to churn out fresh content to feed a 24-hour cycle. Find ways to relate your work to trending news and position yourself as an expert on the topic — give them something to work with, something they know readers want to hear about right now!
Know exactly who you’re pitching. Major media outlets have extensive lists of reporters, all of whom cover different topics, or “beats.” Use search engines and the outlet’s search function to find out not just who is writing about books, but who is writing about subjects pertaining to your book. Review some of their recent coverage to be sure that particular journalist is a great fit.
Send personalized pitches. Generic mass emails do not work. You are more likely to get a (favorable) response if you do a little research first in order to pitch the best contact for your work. In your pitch, let them know why you are pitching them specifically (for example, by referencing something they’ve written in the past that pertains to your book). Be personal, persuasive, and polite.
Pitch multiple contacts. Major publications tend to have sections for books, news, op-eds and human interest pieces/features. When one door closes, you may still be able to get another one to open by pitching a different section and type of coverage.
If you’re submitting your book for a review or monthly list, submit early. Most national publications consider books within a 3-6 month window prior to publication. We call this “lead time,” and it’s something to be very mindful of when approaching outlets for book-specific coverage. Outlets plan coverage in advance, and they have long reading queues. While some opportunities exist post-publication, the sweet spot is lining up coverage in advance of your launch date, so submit early, and follow up as necessary.
Coordinating media opportunities takes time, practice, and hard work. I hope these tips are useful as you begin your own media outreach.
A former award-winning journalist, Marissa DeCuir now helps authors share their stories and messages with the world as president of Books Forward publicity and Books Fluent publishing. Under the 20-year-old JKS Communications brand, the companies are committed to elevating voices, breaking barriers, and promoting books that empower, inspire and move the world forward. Interested in what's possible for your book sales and building readership? Check out our services, tell us your goals, and get a customized publicity campaign tailored just for you: https://booksforward.com/