The role of the publicist

Today, my guest is Tom Robinson, an independent publicist (as opposed to an in-house publicist at a publisher) based out of Nashville, TN and representing such great authors as Tasha Alexander, CJ Lyons, Laura Caldwell, and JT Ellison. Tom and I not only share a great love of writers and the art of writing, but we share the same hometown: Pensacola, FL. When we’re not chatting about the state of the publishing industry, we’re comparing lists of favorite places to eat along the Gulf Coast. I asked Tom to cover the basic question of the role of a publicist, a question that continually comes up in the discussion of writing and publishing.

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By Tom Robinson
Independent Publicist

tom-robinsonSo what does the independent publicist do for an author?

It’s a question which gets asked up front when I talk with an author for the first time. It should always be the first question.

The objective is to promote the book (assuming I’m approached when the author has a new release on the horizon) and the author’s branding so that the name has recognition beyond the new book. Those are the important goals. I said “assuming” the author has a new release. I’m also seeing authors who want to continue publicity efforts while they are between books to stay in front of readers.

But let me get back to authors with a new book.

In a nutshell: from meeting with the author the publicist develops a plan to work from that will outline the use of press material, the engagement of blogs, interviews, reviews, social media, online advertising all geared to the author’s targeted audience. Social media has opened up the publicity avenues by leaps and bounds. It is an extremely successful messenger when used correctly.

The independent publicist is often extending the efforts of the publishing house. In-house publicists are usually juggling several titles. They are often understaffed and burning up long work weeks.

Beyond the plan implementation, it’s essential for the publicist to make follow up contact with targeted media outlets. That’s where so much effort is spent.

When the project is completed there should be a cross section of media coverage.

My job has seen incredible change since I first worked exclusively with authors seven years ago. I think it will continue to change, just as the publishing industry changes. But the goals will remain the same—promote the new book and the author brand.

Tom Robinson is an independent publicist for authors. Located in Nashville, TN. Robinson, a media veteran of more than three decades, works with authors of mysteries, suspense, and thrillers as well as authors of non-fiction and children’s books. He now also has his first cookbook author which is resulting in an expansion of his culinary attempts. You can find him at www.authorandbookmedia.com

Pinterest

Here’s another promotional tool that will drive you crazy. I just learned about Pinterest, where you pin up pictures online that relate to your book, your characters, the locations in your story, your vacation in New Guinea, your restaurant meals, or your life in general. This acts as an online pinboard that other folks can view. If someone spots a photo on my board they like, they can share it. You tell what the picture means and people comment on it. At least, this is my understanding so far.

pinboard

But who owns the rights to the photos you post? What happens, for example, if I imagine a character looking like Richard Dean Anderson in Stargate: SG1? Can I just copy his photo off the Web? According to one person I asked, yes I can, if Pinterest attributes the source. In some cases, though, I’ve cut out photos from magazines of celebrities or people on society pages and scanned them into my computer because they look like my characters. Can I use these photos? I doubt it, because I don’t have the people’s permission. It seems safer to provide your own pictures.

This promises to be another time consuming promotional activity. I’d have to learn how to use the site, determine a theme for each board, and upload the photos. Do we really need more work to do? Or is this a great promotional opportunity we might be missing if we let it go? There’s always the pressure to jump on the next cart that wheels along. But hop on too many wagons, and you might fall off.

Oh, and you have to request an invitation to join this site. Then you register using your Facebook or Twitter account. This is what the site says:

How Pinterest Works
After you have created an Account (defined below) to become a Member of Pinterest, you may use the Services to create, view and follow visual collections. In order to create a visual collection, you may (i) upload images from your computer by selecting the “Add a Pin” section of the Site, (ii) use the Application to take and upload images, or (iii) install and use our “Pin It” browser toolbar to upload images, by following the instructions provided on the “About” section of the Site. Please note that your visual collections will be publicly viewable by all visitors to the Site and Application. In order to follow the visual collections of other Members, you may search for other visual collections via the Site and Application and select the option to “Follow” such Members. http://pinterest.com

Here are some tips, kindly shared by another author on one of my listserves:
http://www.authormedia.com/2012/02/01/3-ways-authors-can-use-pinterest-guilt-free/
http://www.authormedia.com/2012/02/02/set-up-your-author-pinterest-profile-in-10-easy-steps/
http://www.authorems.com/2012/pinterest/
http://savvybookwriters.wordpress.com/2012/01/29/how-can-pinterest-increase-your-book-sales/

So do any of you already participate in Pinterest? Or would you do it now that you’re aware of this site?

Pinterest

Here’s another promotional tool that will drive you crazy. I just learned about Pinterest, where you pin up pictures online that relate to your book, your characters, the locations in your story, your vacation in New Guinea, your restaurant meals, or your life in general. This acts as an online pinboard that other folks can view. If someone spots a photo on my board they like, they can share it. You tell what the picture means and people comment on it. At least, this is my understanding so far.

pinboard

But who owns the rights to the photos you post? What happens, for example, if I imagine a character looking like Richard Dean Anderson in Stargate: SG1? Can I just copy his photo off the Web? According to one person I asked, yes I can, if Pinterest attributes the source. In some cases, though, I’ve cut out photos from magazines of celebrities or people on society pages and scanned them into my computer because they look like my characters. Can I use these photos? I doubt it, because I don’t have the people’s permission. It seems safer to provide your own pictures.

This promises to be another time consuming promotional activity. I’d have to learn how to use the site, determine a theme for each board, and upload the photos. Do we really need more work to do? Or is this a great promotional opportunity we might be missing if we let it go? There’s always the pressure to jump on the next cart that wheels along. But hop on too many wagons, and you might fall off.

Oh, and you have to request an invitation to join this site. Then you register using your Facebook or Twitter account. This is what the site says:

How Pinterest Works
After you have created an Account (defined below) to become a Member of Pinterest, you may use the Services to create, view and follow visual collections. In order to create a visual collection, you may (i) upload images from your computer by selecting the “Add a Pin” section of the Site, (ii) use the Application to take and upload images, or (iii) install and use our “Pin It” browser toolbar to upload images, by following the instructions provided on the “About” section of the Site. Please note that your visual collections will be publicly viewable by all visitors to the Site and Application. In order to follow the visual collections of other Members, you may search for other visual collections via the Site and Application and select the option to “Follow” such Members. http://pinterest.com

Here are some tips, kindly shared by another author on one of my listserves:
http://www.authormedia.com/2012/02/01/3-ways-authors-can-use-pinterest-guilt-free/
http://www.authormedia.com/2012/02/02/set-up-your-author-pinterest-profile-in-10-easy-steps/
http://www.authorems.com/2012/pinterest/
http://savvybookwriters.wordpress.com/2012/01/29/how-can-pinterest-increase-your-book-sales/

So do any of you already participate in Pinterest? Or would you do it now that you’re aware of this site?