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Positioning Yourself for Publication and Good Press

By Kelley C. Chunn , Kelley Chunn and Associates

Congratulations! You've taken your expertise and put it in a book. Now you need to get the word out on a tight budget. When successful entrepreneur Maggie Melanson published her new book, Fly Fit, in November, she and her publicist, Victoria Veilleux got smart and partnered with Four Seasons Boston to host a classy press luncheon. It was a “win-win-win” for Maggie, Victoria and the hotel. They got positive exposure. And the media heard Maggie tell the story of Fly Fit in beautiful surroundings that underscoredthe travel theme of the book. (More on the book later.)

If you think you have no time to position yourself as an expert in your field, much less write and promote a book, think again. Busy Boston entrepreneurs including Vicki Donlan, Geri Denterlein and Colette Phillips have all recently published books on topics ranging from women and leadership to multicultural marketing. Writing is one challenge; marketing is another. Here are some tips on using your business expertise to market yourself – and your book:

-Respect the word. Word of mouth still reigns as the best marketing strategy. So work your existing relationships to generate buzz.

-Remember, it's not about the book. It's about branding and leveraging the book into a speaking career based on the credibility the book bestows.

Establish yourself as reliable source of news or information to the local media. If you're unsure or don't know the answer to a reporter's question, don't answer.

Conduct in-service training through seminars and workshops for the audience you are targeting. Send the announcement to the press. Post it on your web site.

Host a blog or podcast as a platform to share your expertise, promote your book and your upcoming speaking engagements.

Be consistent. Do six promotions a day. Snail mail a letter. E-mail a news release with your photo. Make a phone call. Do a radio interview. Make a speech.

Or follow Maggie Melanson's lead and take the press to lunch. Her first book, Fly Fit, shares simple exercises and helpful hints with health-conscious frequent flyers. It's designed to not only keep people fit and trim, but also to save lives. Maggie was inspired when, NBC correspondent David Bloom, died from deep-vein thrombosis (DVT). DVT occurs when a thrombus (blood clot) forms in one of the large veins, usually in the lower limbs as a result of long periods of immobility –such as
sitting on a long flight – and can later lodge into major organs and prove lethal.While Fly Fit deals with deadly DVT, the tone of the book is light and fun, focusing on fitness rather than fear. Pocket sized and affordable, the book includes entertaining and easy to follow tips.

Kelley Chunn & Associates (KCA) is a Boston-based 16 year consultancy certified by the Massachusetts State Office of Minority & Women Owned Business Assistance (SOMWBA). KCA specializes in multicultural and cause-related public relations and marketing. A Hub Zone business, KCA works collaboratively with the focus on strategic communications planning, branding, media relations, community outreach, audience development, event management and training. KCA is located at the Roxbury Center for Arts, Culture and Trade at Hibernian Hall in historic Dudley Square in Boston (www.kelleychunn.com).