Working with a Publicist: A How-to Guide

So, you’re thinking about hiring a publicist. You’ve written a book, wrapped up a new album, perfected an art show - you’ve created something great and now you need help sharing it with the world. In walks the publicist. You find the one whose energy matches yours and you know they are going to help you take your project to the next level. The one who is going to make you famous!  

I say this with a twinge of sarcasm, although our goal as publicity professionals is always to do our best to raise awareness for your work. But we are not magicians, despite the magical elements of sharing your story. I’ve learned over the years that it’s difficult for some to understand what exactly a publicist does and what you can expect from your work together. I’m going to share some of my favorite (they are not my favorite) statements I’ve heard from creatives who are thinking about hiring publicity help:  

• Hiring a publicist is going to make me famous.

• I just hired a publicist, so I’m going to be featured in the New York Times as a bestselling author.

• My publicist will make sure all my events are sold out. Standing room only.

• I don’t have to do anything to promote myself because that’s my publicist’s job.

• Because I hired a publicist, I’m going to see PR results immediately. Publicity shouldn’t take time if it’s being managed by a professional.

These are just some of the common misconceptions of what working with a publicist means (every time I hear someone start to say one of these things, my eye starts to twitch and my brain goes black). This isn’t to say that we don’t try our hardest to get you on bestseller lists or make it so you’re recognized at your favorite local coffee shop, but it’s not guaranteed and it’s certainly not all on us. Working with a publicist means engaging in a partnership where both parties have a responsibility to the project. Meaning, you, the client, also needs to put the work in.

If you’re thinking about working with a publicist, I encourage you to mull over the following points first:

• Are you ready and willing to put in the work, too? This means being open to sharing your contacts and background with me, brainstorming angles to which we can pitch your project, sharing where you would like to be placed, and countless other things.

• Do you feel comfortable promoting yourself? I am no stranger to asking a client to pitch themselves on social media and/or in-person when the opportunity presents itself. You need to be comfortable talking about yourself and your work. If you have an event coming up, I can’t be the only one pushing details out to local media, etc. You need to be able to share news of the event with your personal contacts, too.

• What are your expectations, and are they realistic? Be knowledgeable about your creative field and what it takes to get where you’d like to be. For example, if your dream is to be featured in Oxford American, what kinds of authors have walked down this path in the past? Understand that realistic goal-setting is one of the many keys to success.

• Are you OK with the fact that a publicity campaign takes time? Meaning, more than one month, two months, or even three months. Getting quality publicity for your work will never happen overnight. One of the most important parts of PR is the art of connection, and connection involves more than one party’s agenda. It takes time to build relationships and work on coverage timing that feeds everyone’s needs. Just think about it, when has success ever happened overnight? Whether you’re a traditionally published novelist backed by a Big Five pub house, or self-published/with a small press, success still takes time.

• Are you ready to have fun? This seems like a silly question, but you would be surprised at how many people dread promotional work. You want to enjoy the process – if you don’t have a good time promoting what you do, why do you create? 

The best thing you can do for your relationship with your publicist is have open communication and realistic expectations. Know what you’re getting into and have an honest conversation with them about what you hope to get out of the project from the start. Be willing to put yourself out there and work with your publicist, not just stand on the sidelines and expect them to read your mind and/or do all of the work without any input from you. The best projects I’ve worked on are the ones where the client is excited to work together.

I’m wrapping up this post with another common statement I hear that I really do love. I frequently hear how surprised a client is to learn how much fun it is to work with a publicist. Being creative is fun and having someone to go on that ride with you? Even better. Enjoy it.

July Reading Recommendations

It’s officially the time of year where I don’t leave the house unless it involves ice cream or an air conditioned bookstore. July heat is about 10x worse when you’re 7 months pregnant, but I’ve got a great excuse to sit inside and get as much of my reading list taken care of before baby girl arrives as I can. I’ve got some good recommendations for y’all this month!

Tomorrow, and Tomorrow, and Tomorrow by Gabrielle Zevin

I originally wanted to read this book because its synopsis reminded me of Mr. Robot, one of my all time favorite TV shows about a computer programmer who also doubles as a hacker trying to fight the system. I can honestly say there are a lot of similarities, so if you’re a fan of the show, pick up a copy of this book from your local indie. The novel focuses on Sam and Sadie, a pair of childhood friends and gamers who walk through the many stages of life together building video games along the way. It could be labeled as a love story of sorts, although it’s not a traditional one. Sam and Sadie are extremely close, probably loving each other more than they love themselves or anyone else in their lives. They support each other through life’s more difficult moments (they meet in a hospital, so you know it won’t be an easy route forward) and also navigate various feelings of resentment, hope, fear, and love together. It’s an incredibly unique story that spans across 30 years, which allows readers to get to know the characters on a deeper level.

For fans of: Fredrik Backman

Beneath Cruel Waters by Jon Bassoff

I was fortunate enough to interview Jon on Charlotte Readers Podcast (listen here) about his ninth novel, Beneath Cruel Waters, which is one of the best psychological thrillers I’ve read in a long time. The book focuses on a family consisting of a mother, Vivian, and her two kids, Holt and Ophelia. Part of the book takes place in the 80’s when the children are younger, with the other part telling a more present-day story from Holt’s perspective. He’s moved on to become a firefighter after leaving his hometown, when he learns that his mother commit suicide. He returns home to try and make peace with his relationship with her and ends up uncovering a lot more than he bargained for when he finds a photo of a dead man among her things. Through reliving Holt’s childhood with him, and peering into both Vivian and Ophelia’s experiences, we learn exactly how much your own brain can hide from you. With themes such as generational trauma, grief, psychological abuse, and more, Beneath Cruel Waters is a story that will stick with you long after you read the last page.

For fans of: Tana French and Lisa Jewell

Even Cowgirls Get the Blues by Tom Robbins

Okay, so this was a fun one. Some of you have probably read this before. it’s considered a classic written in the 70’s that my brother-in-law recommended and I’m glad he did. It’s the perfect summer read filled with humor and utter ridiculousness. It centers on Sissy Hankshaw, a pretty girl with incredibly big thumbs and even bigger dreams. Sissy becomes a hitchhiker, encountering plenty of interesting people and situations as she travels. I’m not going to lie, this is a weird book. But it has almost fantastical elements to it because it’s so outlandish and explores the idea of time + how you spend it in a really unique way. It’s worth a read simply for that reason.

For fans of: Kurt Vonnegut

‘Til next time - you can catch me reading inside with multiple popsicles on an hourly basis.

June Reading Recommendations

Summer officially starts tomorrow, so I think it’s safe to say that all vicarious readers are more than likely knee-deep in their seasonal TBR list. Cheers to that! I’m happy to share that I’ve read several books that have been on my radar for a while and they didn’t disappoint. I’ve picked three of my faves to share in this month’s post:

Klara and the Sun by Kazuo Ishiguro: This is a really incredible story, unlike anything I’ve ever read before. Told from the perspective of an artificial friend (AF), we follow an extremely emotionally advanced robot named Klara as she provides companionship to a sick child. Klara is more observant than most human beings and notices even the tiniest details about everyone she interacts with. One of the major questions you’ll ask yourself while reading this book is: can we teach ourselves how to feel certain emotions simply through observing? Another one is: what does it really mean to be human? Themes also include the overall meaning of love, friendship, trust, and companionship. I can’t recommend this one enough.

For fans of Haruki Murakami 

The Library Book by Susan Orlean: This was actually my very first Orlean book. A friend of mine recommended it to me years ago and finally, it made its way into my hands. Part memoir, part true-crime story, this book will keep you flipping its pages nonstop from start to finish. Through uncovering what really happened when the Los Angeles Central Library was caught on fire in 1986, Orlean remembers what connected her to libraries during different stages in her life. Something I really enjoyed about this book is that it wasn’t just about the crime itself, but it was also about the character behind the person who set the fire, Harry Peak. We learn more about him and his background through Orlean’s presented research, which allows readers to come to their own conclusions on how he was driven to commit such an act. The Library Book is a tribute to good research, giving us the facts that let us do the analysis. 

For fans of Cathy Pickens 

Still Points by Barry Lee Swanson: Fans of historical fiction, this is for you! Swanson crafts a beautiful, thought-provoking war-time love story centered on the life of one of his actual family members, Philip Zumwalt. Zumwalt is a vibrant and creative music teacher in a small Illinois town, when he meets Elinor Robinson. The two fall in love, stirring up dreams and big plans for the future. However, plans are put on hold as Zumwalt enlists in the Army Air Force during WWII. It’s incredibly heartbreaking and difficult to read in some places as Zumwalt finds himself in dangerous situations that cause him to question everything he thought he knew. The main themes in this book include sacrifice, love, and honor. If you’re anything like me, you’ll cry at least 7 times while reading it. 

For fans of Ariel Lawhorn 

So, we have a true-crime story, a historical fiction masterpiece, and a unique tale of love and what it means to be human. Depending on how adventurous I’m feeling, I might dig into a little horror next month. We’ll see!

May Reading Recommendations

May always seems to be the month that humid air decides to start creeping into our days, forcing us to decide if we want to stay inside where there’s A/C, or get as close as possible to a body of water. There’s simply no other way to survive a summer in the South. Luckily, both locations are ideal spots to read, so maybe I have yet another reason to be thankful for growing up in the Southern region. I always start mapping out my summer reading list in May, and if you’re the same way, you might find some of this month’s recommendations worthwhile.

Here we go:

The Maidens by Alex Michaeledes

If you, too, couldn’t put down Michaeledes’ The Silent Patient when it debuted in 2020, then you’ll love this novel just as much. It’s another fast-paced mystery/thriller with so many twists and turns that you can’t possibly know what the outcome is going to be until the final chapter. The story follows Mariana Andros, an intelligent therapist who is determined to find out who murdered her niece’s college friend. Mariana treks out to Cambridge University to help her niece recover from the tragedy and ends up in the middle of the investigation. She uncovers more than she ever imagined about the school’s culture – think secret societies, betrayal, and abnormal teacher/student relationships. All the components for an engaging summer vacation read.

For fans of: Harlan Coben and Gillian Flynn 

Conversations with Friends by Sally Rooney

I had to throw this one in here with the release of the new Hulu adaptation of this novel coming out over the weekend. I’m a huge Sally Rooney fan. Her stories move at a pace that allows the reader to really think about what’s happening, what the characters are learning about themselves and the people around them through dialogue. Conversations with Friends is about four people who find themselves in the middle of a complicated relationship with one another and shares what can happen when boundaries are pushed, feelings evolve, and bonds break. Much of the novel is conversational (which, given the title, makes sense) and makes you feel like you’re in the same room as the characters, ultimately observing the meaning of friendship.

For fans of: Anne Enright and Megan Nolan

A Little Hope by Ethan Joella

This is a quiet little book, Ethan Joella’s first. I read it in an afternoon and think you probably will, too. Joella created a great cast of characters living in a small town in Connecticut, whose lives are all intertwined in some way. At the center is Greg Tyler, who was recently diagnosed with a rare and aggressive cancer, turning his life upside down. Everything that Greg and his community once felt was certain, no longer feels that way. A Little Hope paints a picture of what human resilience looks like and reaffirms the idea that we all get by with a little help from our friends.

For fans of: Sarah Vaughn and Cameron Wright

If you have books for us to add to our summer reading lists, don’t hesitate to let us know and we’ll share with our listeners, too. Happy (almost) summer reading!

April Reading Recommendations

April is Sexual Assault Awareness Month, so my mission with writing this post is to dive into survivor stories that educated and moved me. We’re fortunate to have so many courageous people coming forward to share their experiences overcoming the trauma that sexual assault experiences cause, to raise awareness for survivors and current victims. This is what helps us get closer to putting an end to this behavior altogether. Yet another thing storytelling does for us – creates conversation around, and raises awareness for, important causes.

Here are my favorites:

Tell Me Everything: The Story of a Private Investigation by Erika Krouse: This book is part memoir, part true crime, written by an award-winning fiction writer turned private investigator. Erika Krouse began working for a lawyer from her hometown on a case surrounding a local college’s recruiting process for their D1 football team. Krouse uncovers an astonishing culture that preys on college women, led by a group of powerful men in college sports. As she works her way through the case, she also processes her own experiences with sexual assault. She was abused by a person in her family who she refers to as X throughout the book. This is an educational, emotional, and satisfying read, that made me cry tears of sadness and then joy until the very end.

Beads: A Memoir of Falling Apart and Putting Yourself Back Together Again by Rachael Brooks: This is a book that needs to be stocked in college campus bookstores everywhere. Written by NC author, Rachael Brooks, Beads share her survivor story as a fresh UNC Chapel Hill graduate. Brooks was heading out on her next adventure in Washington, D.C. when she was violently raped in the back of a car that pretended to be a taxicab. What followed were years of courtroom battles, traumatizing encounters with law enforcement, searching for the right coping mechanisms, facing the person who assaulted her, and more. Beads is a story of bravery, told through the eyes of a woman going through the difficult process of healing and ultimately, surviving.

Know My Name by Chanel Miller: Chanel Miller was the young woman at the center of the high-profile Brock Turner rape case, where she was assaulted behind a dumpster in a dark alleyway. At the time of the courtroom case, she was known only as Emily Doe. In her memoir, we learn who Miller is as she reclaims her name and identity through the power of words. Miller battled difficult emotions such as shame and depression in the aftermath of the rape trial (where Turner was sentenced to a minimal 6 months in prison). Know My Name is about surviving excruciatingly painful experiences – not just how we do that, but that it’s possible.

For those of you who are interested in how you can support survivors of sexual assault, I encourage you to visit the nation’s largest sexual violence prevention organization, RAINN here.

Until next month, happy reading!

March Reading Recommendations

Spring has sprung! With each season, I always come up with a new excuse to spend extra time reading. This month, it’s the warmer temps, fresh springtime air, and sunshine that make me want to grab a stack of books and plant myself under a tree. There’s nothing better than finding a reading tree to sit under with a good book and, in my case, both of my massive Goldendoodles to snuggle up with.

Two out of three of this month’s selections are longer, so I kept this list shorter. Here we go:

Bird by Bird by Anne Lamott

I read Bird by Bird every spring. It’s the perfect book to lift a creative person out of the winter cave of darkness, and into the springtime light. Part writing guide and part memoir, Bird by Bird shares actionable tips to help writers get words from their minds onto the written page. One of the hardest parts about writing is finding the inspiration and motivation to write. Lamott helps us overcome some of the difficulties of being a writer with simple techniques, shared in her classic quippy style. One of my favorite exercises from this book is to write about your school lunch experiences. Who knew how much you could learn about yourself, and the people around you, by reminiscing on the dreaded cafeteria days? By studying ourselves, we study the world around us, which allows us create meaningful stories.

For fans of Laurie Colwin 

The Secret History by Donna Tartt

This book has been on my TBR list for approximately 12.45 years, and I just now was able to turn the final page. It’s long, at a smooth 544 pages, but it’s very, very good. The novel follows a tight-knit group of Classics students at a high-end New England college as they navigate their way through life led by their devoted professor, Julian. When their passion of Greek history leads them to do a terrible thing, each student walks down a path that brings them to their own individual reckonings. This novel is a thorough piece of writing on human nature and ultimately, good vs. evil. How does one cross over the line of being a good person, to being a bad one? Are any of us 100% evil? These are all questions you will ask yourself after you’ve finished The Secret History.

For Fans of Anthony Doerr 

Circe by Madeline Miller

If you’re a sucker for Greek mythology, this one is for you. Madeline Miller crafts a magnificent tale, giving one of the most misunderstood enchantresses the story she deserves. We learn about Circe’s upbringing and life experiences, giving us more background on why she decided to start poisoning the men who sailed to her island. You will recognize a number of characters in her story, from the great goddess of War, Athena, to the beloved literary traveler, Odysseus. The biggest takeaway from reading Circe is that we are much more than our actions – everyone has a story.

For fans of Natalie Haynes

April is Sexual Assault Awareness Month, so next month’s recommendations will highlight books that share survivor stories. First up on my reading list is Erika Krouse’s Tell Me Everything. ‘Til next month!

February Reading Recommendations

So far, February hasn’t let me down in terms of good books. Maybe it’s the slow-paced, chilly days we experience as winter (finally) wraps itself up, but this month I’ve had a strong preference for quiet, thought-provoking stories.

That said, drumroll please, find my February favorites below:

The Magnolia Palace by Fiona Davis

The magic of Fiona Davis’ new novel lies in its cast of characters. The story is told from the perspectives of two women who are tied to the mysterious Frick family mansion in different ways. One woman lives and works in the mansion as a private secretary in 1916, and the other stumbles across the landmark in 1966 while on a modeling shoot. Throughout the novel, both characters’ lives intertwine as they uncover family secrets hidden within the Frick mansion’s walls. Part mystery, part family drama, The Magnolia Palace will keep you entertained all the way through.

For fans of Marian Kamali and Mirielle West

The Friend by Sigred Nunez

This was my very first Sigred Nunez Book! At just 226 pages, this is a quick story that will linger in your mind long after you devour the last page. At its core, The Friend has two themes that hold hands throughout the novel: grief and friendship. When a writer’s dear friend passes away, she reluctantly adopts his Great Dane, Apollo. The dog is a constant in her life as she navigates her way through the healing process following a heavy loss. Apollo grieves the loss of his master just as deeply as the writer herself. They form a bond like no other through this shared experience. Warning: you will cry approximately 18 times while reading, but it’s totally worth it.

For fans of Ellen Cooney and Joan Didion

Beautiful World, Where Are You? By Sally Rooney

Sally Rooney is one of my very favorite writers. Beautiful World, Where Are You? is similar to her other books (Normal People, Conversations with Friends) in its conversational tone and willingness to dive into contemplative topics such as life after death, addiction, depression, and meaningful relationships. The novel follows four individuals who are looking for something. Every other chapter reads in the form of a letter between best friends, sharing their innermost thoughts about what makes the world beautiful. Big ideas are shared in a quiet whisper throughout this story. I took notes the entire time.

For fans of Sheila Heti and Stephanie Danier

South of the Border, West of the Sun by Haruki Murakami

Haruki Murakami is the King of my Heart. He knows how to string words together in a way that even his longest novels feel like poetry, introducing ideas and concepts that will live in your brain long after you’ve finished the book. South of the Border, West of the Sun is in part a coming-of-age story, following young Hajime through life as he learns who he is during his developmental teenage years. We’re with him as he experiences his first love, makes his first mistakes, learns his dating style, gets married, and makes his way back to his first love again. It’s a beautiful book that will make you smile quietly to yourself as you read, remembering all your own “firsts.”

For fans of: Ishiguro Kazuo and Alice Hoffman

Spring is coming! March 2022 brings long awarded novels from authors such as Rebecca Searle, Melissa Fu, and Kate Quinn. Lots of good stuff to come and I can’t wait to connect with y’all about it. Have recs you’d like to share with our podcast family? Share them in the comments!

January Reading Recommendations

Winter is the ultimate reading season. There’s no doubt about it. Gray skies, snowstorms, hot drinks warming our hands – the perfect recipe for a day inside reading a good book. One of my goals in the new year is to share new books each month that you can consider adding to your reading list. Every book I recommend will be one that I’ve read and loved – no shots in the void.   

First up, for those of you who like mysteries with a cultish twist, you will want to pick up a copy of A History of Wild Places by Shea Ernshaw immediately. Ernshaw crafts an entrancing tale about Travis Wren, a man who can access memories through touching objects. This unusual talent makes him an excellent private investigator. When he’s hired to find a missing girl, he also disappears in the forest he suspects she got lost in. A History of Wild Places is quest to find truth and community - with plenty of surprises along the way.

For fans of Lisa Jewel and Emma Cline.

Up next is Station Eleven by Emily St. John Mandel. Trigger warning – this is a pandemic story. It had been on my TBR list since it was published in 2014 until I finally read it at the start of the new year. At the center of the novel is the traveling symphony, a group of musicians fighting to keep art alive in a post-apocalyptic world. This is an astonishing, emotional story about human resilience. It hits extremely close to home given the state of our world over the last two years. The fact that that she was able to create a story about the collapse of civilization and have readers walk away feeling hopeful, speaks to Emily St. John Mandel’s talent.

For fans of Rumaan Alam.

My most recent read was The Maid by Nita Prose. Prose is an all-star editor who has helped a ton of NYT bestselling authors rise to fame, so it’s a real treat to be able to read the story she’s had floating around in her head. The Maid is told from the perspective of quirky hotel maid, Molly (think Eleanor Oliphant), as she finds herself in the middle of a murder committed a room that she’s responsible for cleaning. I felt angry, scared, curious, overwhelmingly happy – a wide range of emotions while reading this book. With an endearing cast of characters and a clue-like feel, this one is a must-read that will keep you glued to the page until the very end.

For fans of Agatha Christie and Gail Honeyman.

The last one I’ve got for you this month is We Are Water by Wally Lamb. Wally (we are clearly very close and are on a first name basis) is my all-time favorite author, so I have no choice but to include one of his novels in our first recommendation posts. We Are Water is a story about the ways in which a broken family copes with a dissolving marriage. It’s very much about strength and resilience in the face of tragedy. It’s sad but uplifting. You’ll laugh, you’ll cry. Another read that will gift you with a full range of emotions – but, I’ll warn you, grab a box of tissues before diving into this one.

For fans of Johnathan Franzen.

It looks like there are a ton of new releases on the horizon, which I’m totally excited to read and report back.

**This post was originally shared to Charlotte Readers Podcast’s community blog.

Reaching your PR goals in 2022

A lot has changed since I last posted to this blog, with the biggest thing being that it’s an entirely different year! One of my top goals for 2022 is to post more frequently here. I’ve learned a lot about creativity in the public relations industry over the last two years (has it really been TWO!?) while we’ve constantly had to adjust to new norms. For those of you embarking on an adventure that includes sharing your work with the world, and/or creating + maintaining your creator brand, I want to make sure I’m offering content that helps you with that. What good is learning something new if you can’t share that knowledge with likeminded individuals?

I’m using this space today to map out PR goals that can help you this year. I’m not a huge fan of the term “resolutions” because for some reason, it feels like there’s a lot of pressure tacked onto the back. I firmly believe that goal-setting should be a fun, motivating way to get where you want to be.

Goal 1: This might seem like a no-brainer, but think outside the box. We’re all dealing with Zoom burnout, uncertainty of going out in public, or maybe just overall exhaustion from current events. It’s important to make your creative projects feel fun again. How can you do that? Through connecting. There are a ton of different ways you can collaborate with people in your niche that will feel fun and fulfilling. Join platforms such as:

Reddit: This is a great tool for community building and getting general feedback. You might think of Reddit as a place where people either argue, or are simply asking questions about trivial matters, which can be the case. But it’s also a great place to engage in productive discussion about something you care about. From a PR standpoint, look for threads that discuss parts of your niche. There are literary fiction threads, author threads, photography threads - you name it. You can build a surprisingly big following through networking on Reddit. Don’t sleep on this one!

Medium: I love Medium. It’s a such a unique platform that allows writers to build their networks + readership, and make extra income along the way. If you’re a writer, there are tons of digital publications on Medium that will help you build your thought leadership and audience. Take a deep dive and see if this is something you can incorporate into your publicity plan.

YouTube: YouTube is the second biggest search engine in. The. World. That fact should be enough to get you exploring. Join YouTube live events, ask questions, “like” pages that fit within your creative niche (i.e. nonfiction writers, landscape photographers). Hey, if you feel comfortable, make your own videos sharing YOUR expertise and work. Optimize your channel page and bring visitors to your website to learn more. This is a great way to show the artist behind the work, add personality to your brand, and create community along the way.

Goal 2: Take a class, or join a group of creatives in your local community. Whether you’re already a part of multiple different groups or not, add another one to the mix. You never know who you will meet in group or classroom settings! Maybe you’ll look to your left and see John Grisham. ;)

Goal 3: Don’t put all your eggs in one promotional basket. With the ever-changing social climate, putting all your efforts into one form of publicity isn’t a smart move. For example, if events is your favorite part of the PR process and that’s the ONLY thing you’re willing to do, you’re going to be disappointed with the outcome of your campaign if that component is no longer a possibility. Keep your mind open to different tactics and opportunities.

A personal goal that I have is to post to my blog 2x monthly. One piece will focus on PR and what’s going on in that part of my world, the other will be some sort of entertainment highlight. Y’all know I love my books and TV….! I’m excited to keep connecting here and cheers to a sparkling, fun 2022!

XX,

H

Why Starting Small is a BIG Move

I think it’s important to dream big. Really, I do. I can think of a decent number of clients off the top of my head that would say to me, “Hannah, you JUST told me to start small.” This is also true. Starting small is the key to the door that leads to your Big Dreams.

More often than not, one of the top goals I hear during my initial discovery calls is to be included in the New York Times Book Review. Or featured on Good Morning America. Maybe the Ellen Degenerous Show. Do I love and respect all of these outlets? Yes? Do I think it’s a good place for a creator/entrepreneur (yes, they are the same) to begin the journey of sharing their story? No.

Why?

You’ve gotta make ripples in order to make waves. A classic saying that is 100% true. Make ripples in your direct community, share your story with local organizations, book clubs, newspapers, radio shows - the people who are physically around you and are very likely to support you long after your product launch. This is how you begin. While smaller news outlets may seem less appealing, this is how you reach your community on a larger scale.

Questions to ask yourself as you’re conducting outreach:

1. Where are you from and what are the top 5 most trusted media outlets in that area?

2. Where did you attend college and do they have a university newspaper?

3. What story is your book/painting/photograph/song telling and are there podcasts about this specific subject?

4. What organizations do you belong to and will they be willing to share my work with their audience?

5. Where do you live now and what groups are you affiliated with?

6. Are there opportunities to submit contributing articles to publications near you?

7. Where does your story take place (or what does your painting/photograph depict)?

Start there. These are short, simple, get-right-to-the-point questions. If you start with these, you will rack up interviews and media placements to add to your portfolio. Podcast interviews and audio clips will help showcase your speaking style/expertise to bigger, more will known events and outlets, allowing them the opportunity to get a feel for your speaking style + level of expertise.

Another bottom line is that people care about what’s going on within their communities. Pushing your work in your local market speaks to a shared experience you have with your customers - where you live. Speaking for myself, I love to know what’s happening in the James Island community. We go to a farmers market up the road every Sunday to support local artisans AND pick up products we love. It’s a win win.

Speaking of, do you have a local market near you? Just another idea….

In short, it’s important to dream big. We need to dream big and we deserve to do so. But, you will not simply arrive at your ultimate dream without putting in the work, which leads with starting small. Connect with your community, dive into the market around you, and build your portfolio. The Big Dream will follow and you will have fun along the way.

XX,

H

Pitching to Podcasts

Hello! It’s me! I’m back on my blogging grind after falling off a bit due to the whirlwind that came with re-entering the public world. I felt especially inspired to write this post on podcasts firstly because I’m lucky enough to work with one of the best in the game, Charlotte Readers Podcast, that has taught me a great deal about how, and what, to pitch to podcasts. Secondly, I saw an awesome + interesting stat on Twitter yesterday:

“It looks like this fiscal year, podcasting is going to be up at least 30 percent from last year. It has rebounded, and it’s definitely where we see the most growth in the future.”

— Bryan Moffet, COO at National Public Media, a subsidiary of NPR.

This is something we should have all seen coming. Podcasts are fun, informative, and most importantly, convenient. I mean, we can listen to shows about a wide range of topics recorded by experts whenever we want. We can be running, walking, driving, riding a unicycle (just me?) - you name it. We can do virtually anything while listening to podcasts of our choice. This is why they’re climbing in the ranks of media outlets.

A lot of my clients enjoy their podcast interview experiences more than with other outlet simply because they feel more casual. It feels more like a conversation with someone who truly cares about their work and its subject matter. Which, that’s the ultimate key to podcast media placements - finding the show that fits the exact consumer market of the project.

For those of you considering incorporating a podcast tour (when you’re on a slew of shows talking about your work or area of expertise), this is the checklist I use when considering whether I should pitch a project or client to a show:

1. Does the host’s background showcase interest in the genre or subject matter of this book?

2. What does this podcast’s listenership look like?

   1. Where are they located?

   2. What are they interested in?

   3. What age demographic are they?

3. How many episodes have they recorded?

4. Have I listened to 2 or more of their released episodes? Does the client feel like a good fit?

5. What is the host’s conversation style?

6. What would my client be able to bring to the table?

7. Why would they be a good fit for this specific show?

8. What are three topics the client could speak on to benefit the show and its listeners?

I will literally write out the answers to each of these questions before reaching out to the host. I like to be super sure that the podcast is a good fit for the project I’m working on, because if it isn’t, it’s a waste of everyone’s time. The host, the client, and mine.

Once you have the answers written out to each of these questions, building the pitch is easy. You know you and/or your client is a good fit because you’ve done the research. Now, you just have to make your case. I’m throwing it back to middle school english class, but it’s all about the who, what, when, where, and why. Tell them who you are, what your area of expertise is, the relevancy of the subject matter you’re proposing, where your target audience is/what they look like, and why you think you would be a good fit for the show. Compile your research and let it roll.

Don’t ever reach out to a podcast without doing the research first. It shows and it’s not a good look. When it comes down to it, it’s about making sure a podcast partnership benefits all parties involved. It’s a collaboration! A way to share our stories with the right people. As I always say, is there anything more magical?

Because of the rapid growth of podcasts, I’m excited to share that I’m now offering podcast tour coordination packages! Yes! A shameless plug! You knew I had to! But in all seriousness, this is something I’m incredibly passionate about because of the wonder that is podcasts. It’s a great way to get your story out there on a global scale, build relationships, and have a few laughs along the way. To learn more about this, click here.

I’ll do my best to meet you back here next month with more tips and crazy ideas!

XX,

H

For Authors: How to Use Your Website to Effectively Share Your Story

One of the most commonly overlooked brand storytelling tools is a website. It seems like a given that authors would have a website up with the launch of their books, or ideally, before their first book is even published. You would be surprised how many storytellers skip this step and move straight to social media marketing, using a Facebook or Instagram pages as their “website.”

 This is a big mistake. While I’m an advocate for social media use as a part of any branding strategy, it’s only one piece of the storytelling puzzle. You need a website.

Websites are umbrellas that cover all aspects of the author brand. It’s a one-stop shop that should share all published books, bio + mission statement, blog posts, writing samples and/or portfolio, contact information – everything about you, your work, and your brand should be there. Loud and clear, your website needs showcase it all. Visitors should be able to easily (key word: easily) find everything they need as soon as they arrive at your home page.

Having a website is like having an online threshold. You can decorate it, change it however you like, and it opens up the line of communication between you and your audience. It’s a great way to get feedback.

While building your site, here are five things to make sure you implement:  

1.     It should be clean and easy to navigate. Don’t clutter your pages with content stacked on more content. This creates an experience for visitors much like walking into a messy house – overwhelming.

2.     Make sure the style fits your brand. Are you a romance writer? Think about a soft color scheme that matches the tone of your books. Horror film director? You may want to look into something darker and spookier. Creating a brand is creating an experience. Your website is the front door to that experience.

3.     Use effective keywords in your site copy to help search engine optimization (SEO). Research what your readers are searching for on Google and cater your website copy to fit those results. SEO is your best friend in book marketing.

4.     Calls. To. Action. Have a lot of them. You’re selling an experience here, whether it’s a product, blog post, or contact form. Encourage engagement with you, drop buttons linking out to your writing, demo, newsletter, contact form, film – the name of the game here is backlink.

5.     Have fun and make it inviting. Again, you’re selling an experience, your experience. You’re building trust with your audience through offering an authentic experience long after they’ve walked through your digital threshold.

Your website is yours. Make it authentic, use it to share your ideas, get to know your audience better, and most importantly, communicate. Just please don’t skip this step.

Looking for inspo? Here are five author websites that I think are extremely effective at sharing the writers’ brand narrative:

David Sedaris: Notice how clean his website is. This is the definition of a one-stop-shop.

Roxane Gay: Another clean, welcoming experience for the visitor. Through colors and creative copy, you can immediately tell who Gay is and her writing style.

Craig Nova: Nova’s website is a little darker, which speaks to the subject matter of his books perfectly. He also showcases an excellent use of calls-to-action that don’t feel overwhelming, but just right.

Joan Didion: This is possibly the best author website I’ve ever seen. You’re immediately greeted by a picture of Joan herself, sharing a quote that speaks directly to her bodies of work. Brava!

Matt Haig: Clean, yet colorful, and filled with important information. Plus, how can you not want to stay on a site that has “books are our maps” as its tagline?

That’s all for now! Happy website-ing.

XX,

H

One Year Later: Reflecting on Publicity in a Pandemic

We’ve officially arrived at the one-year anniversary of when COVID-19 hit the United States. As I’m signing documents and marking down dates, I find myself getting confused. I mean, wasn’t it just March 2020? Wasn’t I just scavenging grocery stores for toilet paper, stocking my freezer with Trader Joes goods, and gearing up for hibernation?

Last March, I spent most of my work days cancelling events and coordinating with media outlets to accommodate their shifting editorial calendars. My mind was taken aback at all of the things that were being taken away from my clients and their stories. No book tours, no interviews, no book festivals or writing retreats, no nothing. I hadn’t allowed myself to cross the line form being sad to using that sadness as motivation, and to be honest, I didn’t cross that line for a while.

April 2020 was a month of adaptation. Adapting to being at home all the time, transitioning in-person meetings to virtual, in-person events to virtual – learning how to “be together” while physically apart. Something we could have never predicted we would need to do, or fully prepared for. Having said that, I would say the last year has been all about learning and putting forth our best efforts to continue connecting with each other. Thinking about and looking out for one another. Once I got my mind wrapped around this idea, the drive started to set in.

I feel incredibly grateful to work in a field that celebrates storytelling, an art form that feeds the human heart. We needed stories over the last year and as soon as I got over the initial shock of what was happening, I knew it was time to get to work. Time to deliver stories to the people who needed them. Everyone needed them. I needed them.

I’ve learned more about publicity technique in the last year than I have in my 8 years of working in this business. We had to get creative in how we connected with people, really look for new ways to do this. In reflecting on all that I’ve learned, I’m grateful for the following publicity tactics as we navigate a different kind of normal:

Zoom: I’m sure you expected this one! I, and I’m sure many others, experienced extreme Zoom burnout by the end of 2020. So. Many. Zoom. Events. Looking at the screen all day is tiring, and it certainly doesn’t replace the buzz you get from being in the same room as other people. But, I’m not sure what we would have done without it over the last year. It gave us an option, an opportunity rather, to really be with our people. Through Zoom, we’ve had the unique ability to look at everyone’s faces a little bit closer – see their reactions to discussions, readings, concerts. We could see their creative spaces in the backgrounds. We could see the impact. It feels personal to me. I’m grateful for that.

Social media: Social media gave us the opportunity to connect with each other in a fun, valuable way. With the bulk of my clientele being writers, something we found valuable was the use of Instagram Lives and poll features. We were able to really engage with audiences this way. With more time at home, came more writing for my people. More writing means needing more feedback, which through social media, we were able to get quickly.

Email marketing: OK, OK, this one is controversial. As a marketer, I love email marketing. I love receiving email marketing, I love crafting email marketing – maybe I am, in fact, a marketing email. I know a lot of people who didn’t love the emails they’d consistently get from brands. For me, the pandemic motivated me to get super creative with how I communicate marketing messaging. The key that it should never read as a marketing message. This year, it was easy to write authentic notes to readers because really, we just wanted to connect. Email campaigns were built from that drive – to connect with our friends, family, readers – and give them the gift of a good story. All the while checking in on them, seeing how they were doing.

The last, and more important, thing I’m grateful for as I look back on the last year, is for my writers. They helped keep me sane with their stories and general creativity, pushing me to pivot and reframe my methods. With each person I work with, I grow and I learn.

After everything we’ve all collectively been through over the last year, if there’s two things I’m sure of, they are that storytelling is a crucial part of the human existence, and we can do anything if we do it together.

xx,

H

5 Questions to Ask Yourself When Planning a Book Launch During COVID-19

During consulting calls with authors getting ready to release their next book, one of the first questions I’m asked is always, should I wait until the pandemic is over to do this? Honestly, it’s a good question to ask yourself and your team. It’s important to acknowledge where we are and figure out if it would be better for you and your book if you just waited. You don’t want to rush something just to get half-assed results.

I can hear the soft hum of The Clash’s “Should I Stay, or Should I go” in the background as I type this post. Because that’s really the question, isn’t it? Should you go with the original publication date and release plan despite the changes in the publishing climate, adapt to the new normal, or hang back and wait for better days. For example, when you’re seeing people in the world rather than through a computer screen. Your publisher is telling you to push your release date back, so you should – right?

Not necessarily. I’m fortunate to have worked with a lot of indie authors and small presses, allowing me the opportunity to learn a good bit about audience growth. How to start from the ground and build your way up – go from having zero readers to fostering a large audience. Through these experiences, I’ve learned that my answer to the “should I stay, or should I go” debate, it’s almost always, go. The key is identifying which vehicle is going to get you to your final destination: a “room” full of readers.

Right now, digital marketing is that vehicle. Social media promotions, email marketing, virtual events, online giveaways. In other words, using every avenue possible to connect with readers and get to know them better through the digital sphere. This is how we’re able to continue building relationships even though we can’t gather in person. We actually get to know our audiences a lot better through digital marketing because of analytics, tracing consumer actions being taken and seeing which pieces of content connect most with the people who are actually buying your books.

The problem that I have with continuously pushing pub dates back is that we don’t really know how long the COVID-19 era is going to last. What we do know, is that you have a good story that you’ve put your heart into creating. We also know that people need good stories now more than ever – stories are our saviors. Writers have an important job.  

All this being said, I’m not saying that timing is a minimal component of a PR campaign. On the contrary, it’s huge. Everything needs to work together like a clock. Media placements should be scheduled to correspond with book launches, upcoming events, award announcements – you know the drill.  If you don’t have a plan in place, you should wait until you do. But, if you’ve been planning on and looking forward to putting your book out there this year – do it. There are plenty of creative ways to share your story despite the strange times we’re living in.

So, in part this post about adaptability. Making sure you know that you can adapt to the way things are as long as you’re prepared to do so. Questions you can ask yourself as you decide when you’re going to publish your book:  

1.     What are my favorite parts of a book campaign? (i.e. in-person networking events, traditional book tour, social media marketing)

2.     Am I willing to explore digital publicity avenues?

3.     Do I have marketing help?

4.     Do I enjoy connecting with readers on social media?

5.     Am I interested in virtual events?

These are all important questions to consider. I mean, if you have zero desire to be present on social media and in-person events are your bread and butter, you will not want to release your book right now. You won’t have fun doing so and sharing your story should be fun. Just wait it out.

If you love the internet and look at social media as a unique opportunity to reach readers that you probably wouldn’t otherwise, there’s nothing holding you back. The world is your oyster. You’re ready to put your work out there and we’re ready to read it.

XX,

H

Social Media: Does it Really Matter for Book + Author Publicity?

Before the onslaught of the COVID-19 pandemic, I would have answered this question with a heavy yes. Now, during the COVID-19 era, it’s an “ummmmm YES,” Alexis Rose kind of ‘yes.’ If you watch Schitt’s Creek, you understand the weight of this confirmation.

At first mention of the words “social media” to a client during the planning stages of a PR campaign, 99.9% of the time I get a groan, eye roll, and sometimes an entire head roll. As in, they will throw their head back and roll it full circle around their neck. Long story short, they don’t want to mess with it. It’s time consuming and tedious and they just aren’t interested. 

But, let’s circle back to the initial question. Does social media really matter to your publicity plan? The answer is quick and simple. Yes, it is crucial for your publicity plan, especially in the digital age we’re living in. As in, the internet is the #1 way we can come together, while apart, now more than ever.  

Here’s why:

It will market both your books and brand if done effectively, because ultimately social media is a networking tool used to build community. If you consistently create, distribute, and engage with relevant content, you’ll see valuable relationships form and your readership will grow exponentially as a result. A great way to do this is through joining and engaging with several of the 10 million active Facebook groups. Check out the following to get you started:

1. Writers Helping Writers

2. The Write Life

3. Writers Unite

Social media content humanizes marketing messaging. It gives you a platform to share not only your work, but thoughts on other things such as current events or entertainment. It’s a way to showcase that you’re not only an author with a book to sell, but a human being, too. This is huge for audience building because readers want to connect with the person behind the product or story. Share YOUR story. What inspires you, how you write, where you write - the key word here is authenticity.

Quality content encourages engagement, feeding your reading and writing community. Social media offers a direct line of communication between you and your readers, giving them the opportunity ask questions and receive answers from you personally. Being able to respond to your readers and comment on their thoughts will add a lot of value to your relationship with them. A few ways you can do this:

1. Go live. Partner with another author and have a book discussion on Facebook or Instagram live. Social media users can ask questions in real time, engage with the event one-on-one. This is also a great cross-promotional activity that allows you to connect with another author/organizations following.

2. Run polls on Instagram and ask your readers questions. What was their favorite part of your last book? Which cover design do they prefer for your forthcoming novel? Helping your audience feel like they are part of the process shows them you value their thoughts, creating brand loyalty.

3. Engage with your fellow authors on social media. Comment on their posts, feature their books - really hone in on your community of authors and build lasting relationships. This will help you in the long run as you further your writing career.

If you’re looking for an easy hack while taking the social media plunge: Pick one platform. Just one. You don’t necessarily need to be on Facebook, Instagram, Twitter, Pinterest, and all the works. Utilize one that you’re most comfortable with and have fun with it. Ask yourself: Which app do I open most for personal use? If it’s Instagram, use Instagram. If you value your relationships on Facebook, maybe it’s Facebook.

In the long run, social media has the power to build authentic relationships and expand your readership on a global level. Just dive in. It’ll be great!

XX,

H

The Spellbound Story

With my job being to catapult stories out into the world, I feel like it’s important to share my own with you. I decided to call my business Spellbound PR because I think storytelling is utterly spellbinding. Whether it’s through a book, song, painting, film, you name it, a good story totally entrances its audience. It’s almost impossible to break away because it’s somehow become a part of you. I love that.

Let me give you a little background:

I was cast into the creative PR industry by the ultimate fairy godmother, my great friend and mentor, Cindy Campbell. She was a superstar Publicist for artists and she showed me how to swim in the publicity pool in a way one could only hope for when they dip their toes in the water for the very first time.

I watched as she helped skyrocket passion projects such as books, albums, paintings, anything at all, and deliver them to people’s eyes, ears, and minds. Here’s the thing, Cindy viewed art as magic, which is a mindset that I fully believe in. Believing is the secret. How do you get your stuff into the right hands? By believing in it that much. Also, by focusing on branding, targeted media outreach, social media content, and email marketing. Oh, and website strategy. But really, it starts with believing.   

For the last eight years I’ve worked with some of the most creative and driven people I’ve ever met, all of whom made things that brought a little piece of me to life. A piece that I didn’t even know existed prior to meeting them. By “them” I’m not referring only to the creator, I’m referring to the work. The characters. The lyrics. The imagery. From authors to journalists, filmmakers to musicians, the one thing they all have in common is their ability to evoke feeling through storytelling.

As one of my favorite writers, Wally Lamb, says, “what are our stories, if not the mirrors we hold up to our fears?” Yes, they are that. I feel like this is a good time to tell you to read I Know This Much is True, my favorite book to date.  

Art, no matter in what form, provides different lenses through which we can see the world; see ourselves. Stories change us, if we let them. Spellbound PR was created based on this idea and drive to bind your stories to those open to changing, learning, and flying.

I also feel like it’s important to share that I own three wands, which really helps with the whole “spellbinding” thing.  

XX,

H