Did you know that the media prefers author interviews over most sources? That is because authors, who tend to be experts in their field, are eager to promote their books and, as master storytellers, make for interesting interviews.

Many authors believe they should receive coverage just because they have a book. However, media outlets prioritize topics that resonate with their audience and can boost their viewership.

If you’ve struggled to secure interviews or are looking to perfect your media appearance, this article is for you.

Understand Why Media Is Important

Media, including TV, online interviews, radio, and podcasts, holds significant importance for authors due to several factors. Exposure to the right media outlets can result in an increase in book sales. For us independent authors and publishers, having our work featured in a reputable outlet can enhance our credibility. Regular media coverage can grow your brand and establish you as a thought leader in your field.

Target the Right Outlet

Journalists often complain about receiving pitches unrelated to their topic. It is vital to research the appropriate outlet and pitch the appropriate journalist. If you send your pitch to the wrong journalist, they will delete it.

Once you’ve identified the appropriate outlet and journalist, conduct further research about their audience. If your book is about gardening, you may notice that their topics focus more on flowers rather than vegetables. If your book covers both, tailor your pitch to the media outlet’s most popular topic.

Perfect Your Pitch

Sending a pitch letter via email is mandatory for all media outlets. A pitch letter is a one-page explanation of your topic’s news value and why they should consider your story. The pitch letter should consider the audience's editorial focus and highlight the most compelling aspects of the story.

Whether writing for TV or online, include potential visuals that are unique and not stock photos; for radio, incorporate a relevant hook and available sound bites.

In addition to emails, you can subscribe to online sources to pitch to journalists. Some sites even offer forever-free subscriptions. Here are the most popular sites to consider:

• Help a B2B Writer (helpab2bwriter.com)
• Featured (featured.com)
• Qwoted (qwoted.com)

Speak in Sound Bites

Sound bites are snack-sized, memorable phrases that summarize a complex issue. You can create sound bites to clarify your target audience, relay the book’s core message, or discuss the talking points. And there are several ways you can craft them. Here are a few:

• Analogy: Driving down Hollywood Boulevard is like riding through a sewer in a glass-bottom boat. —Author unknown
• Aphorism: A bit of fragrance always clings to the hand that gives you roses. —Chinese Proverb.
• Acronym: F.A.S.T. Fix American Schools Today.
• Comparison: Bad Love Strikes is like “Raiders of the Lost Ark” meets “The Goonies.”

A good sound bite should be 10, 15, or 30 seconds long, use bold, action words, and draw emotion. To ensure your sound bites come off naturally, practice with mock interviews and seek feedback from trusted friends, family, and colleagues.

Dress for Success

The best colors for television are jewel tones, black, and navy blue, with solid blue being especially recommended. The same color scheme applies to online interviews, but remember to choose colors that contrast with your background. Doing so ensures you stand out and look more professional.

For TV appearances:

• Avoid patterns, especially small ones that could create a moiré effect.
• Wear minimal jewelry to avoid distractions.
• Steer clear of pure white, which can be too bright on camera.

For online interviews:

• Make your background clean and professional.
• Position your camera at eye level for the most flattering angle.
• Test your lighting to avoid shadows or glare.

It is advisable to dress comfortably and confidently for a radio interview. Even though listeners can't see you, that confidence will come through in your voice.

Prepare for the Interview

Thorough preparation is key when it comes to interview questions. Research common questions in your field and practice your answers out loud so you feel comfortable speaking about them. Familiarize yourself with current events related to your topic and prepare a key list of points you wish to convey.

If you encounter difficult questions, remain calm and composed and avoid becoming defensive or argumentative. And if you do not know the answer, it is OK to say so. You want to professionally bridge back to your key points, so practice redirecting questions to topics you are prepared to answer.

Finally, while most journalists do not request interview questions, there are a select few who do. Therefore, you should only offer questions when requested.

Inform Your Network

Letting your network know about your appearance can increase its impact. Remember, increasing viewership is the media’s goal, so promoting your appearance can benefit both parties. Announce the opportunity on social media, your email subscribers, and local groups. If possible, create a social media event with a link for viewing or listening.

Set up Your CTA

To maximize the impact of your media appearance, have a call to action (CTA), ensuring it is clear, concise, and simple to remember. If you are interested in book sales, refer viewers to your book landing page or preferred retailer. If you are looking to grow your email list, send them to your site with the offer of a free chapter or giveaway.

Follow up After the Interview

You should send a thank-you note to the host or journalist in addition to responding to the social media engagement resulting from your media appearance.

Measure the Impact

Track book sales before and after the interview. If you provide a unique link, you can track book sales much easier. Also, be sure to measure social media following and engagement as well as email list growth. Collect feedback on your performance from trusted sources and note areas for improvement.

By following these guidelines, you will be well-prepared for your media appearances, maximizing their impact on your author brand and book sales. Remember, each appearance is an opportunity to connect with your audience and share your message effectively.

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