God, I’d love to get featured on the Today Show and HuffPo, and NYTimes. Wouldn’t anyone? To have you and your book gushed over, sending tens of thousands of new readers to the bookstores.

How does anyone get that kind of coverage?

Sure, the rare random person might skip the line and get featured somewhere big. But the reality is that most authors’ names will never grace the pages of the NYTimes. You don’t need to in order to get glowing interviews that bring in new readers.

Let’s talk strategy.

Get Big by First Getting Small

The journey to national media coverage often starts in your own backyard. Local and niche media are your first stepping stones. Not only are they easier to access, but they also provide the credibility and buzz that larger outlets look for when considering who to feature. 

Building a solid foundation of smaller press hits creates a track record that makes you more appealing to bigger media outlets. It shows that you’re newsworthy and that your story resonates with an audience.

What They Need

First, the editors and producers need to hear about you and your book. Do you just hope and pray that they stumble across you on the shelves at The Strand?

Hell no.

Any media outlet looks to fill at least three needs:

• Is it timely?
  • Does your book tie into something happening right now? Whether it’s a holiday, a trending topic, or a current event, timing is everything. Your pitch should make it clear why your story needs to be told right now.
• Is it relevant?
  • Relevance means your book has to matter to their audience. If you’re pitching to a local news outlet, what about your story will resonate with people in that community? For niche blogs or magazines, how does your book fit into the conversations they’re already having?
• Is it special?
  • What sets your book or your personal story apart from others? It could be your unique background, the process you went through to write your book, or even a quirky character that stands out. Your pitch should highlight what makes you different.

Meet Your Local Editors

Local media is always on the hunt for new stories. Guess what? By just being an awesome author and local, you become a story. Local news loves to showcase those hometown heroes who are striving and ‘making it.’

How do they hear about you? It starts with building relationships. Engage with local journalists on social media, attend community events, and become a known entity in your local literary scene. When the time comes to pitch your story, they’ll recognize your name, making it easier for your pitch to stand out.

Pitch Perfect

Crafting the perfect pitch is an art form. Your pitch should be concise, compelling, and tailored to the outlet you’re targeting. Start with a hook—a compelling sentence that grabs attention and makes the reader want to learn more. Follow with a brief overview of your book and why it’s a great fit for their audience. 

Make sure to personalize your pitch. Mention previous articles or segments that align with your story, showing that you’ve done your research and aren’t just mass-emailing every journalist you can find. And don’t forget to include a clear call to action: do you want an interview, a review, or something else? Be specific about what you’re asking for.

Leverage Your Small Wins

Once you’ve secured some local or niche media coverage, leverage it. Share those articles, interviews, and reviews on your social media, in your newsletters, and on your website. This not only boosts your credibility with your audience but also with bigger media outlets who might be more willing to take a chance on you if they see others already have.

Keep in mind, publicity is a marathon, not a sprint. Building relationships, getting your name out there, and climbing the media ladder takes time. But with persistence and strategy, your small wins can snowball into the kind of coverage that dreams are made of.

Keep the Momentum Going

Getting one piece of media coverage isn’t the end—it’s the beginning. Each interview or article is a new opportunity to share your story, connect with readers, and build momentum. After each press hit, evaluate what worked and what didn’t. Refine your pitch, update your media list, and keep reaching out. 

Stay engaged with the journalists and producers who cover you. Share their work, send them a thank you note, and keep them updated on your progress. You want to be top of mind when they’re looking for their next story.

Remember, every bit of coverage counts. Whether it’s a blog post from a local book club or a segment on the evening news, each one adds to your credibility and brings you one step closer to that dream feature on the Today Show.