300 Seconds: The Communication Two-Way

two-wayI’m sure the event process at your store is a well-oiled machine. Once the event is on the calendar, you probably have a publicity checklist in place, don’t you?

  • Add the event to website calendar. Check.
  • Add the event to store Facebook page. Check.
  • Media release to local and area media. Check.
  • Door poster. Check.
  • Write and include a review in the weekly email newsletter. Check.
  • Schedule social media posts and tag author and publisher. Check.
  • Share store efforts with publicist. … :-/

Understandably, this follow-up step is sometimes forgotten, because we spend the bulk of our marketing time promoting our events to customers and media who can help fill the seats. But it’s also important to include your publicist in all of your communication efforts. After all, you not only want to show that you’re doing your best for this event, you also want to be considered to host future events.

There are several ways you can communicate your efforts with your publicists.

  • Remember when you posted the event on the store website? Send a link to the publicist to confirm the event details.
  • Even though your media list is updated quarterly, remember to add the publicist and sales rep to the recipient list when you send out the event media release.
  • Did you hang a poster on the front door or create an amazing store window or tabletop display? Take a photo and send it to your publicist and rep. (And then you can share the images on social media with the author and publisher tagged.)
  • Is the publicist not on the email list that receives weekly email newsletters from your store? Go ahead and forward any that contain mentions of the event, reviews, or inclusions in bestseller lists. Mention why you’re forwarding the email–‘We reviewed The Event Book this week!’ or ‘The Event Book made our bestseller list this week!’–so they know the forward was intentional and also so they do not have to search for the information.

Each of these follow-ups shouldn’t take more than 300 seconds. And you’ll not only provide the publisher with a little peace of mind regarding your publicity efforts, you’ll also hold yourself accountable for getting them done.

Beth Golay

Beth is a reader, writer, marketer and Books & Whatnot founder. Even though she knows better, she’s a sucker for a good book cover and will positively swoon if a book is set in appropriate type.

@BethGolay