It’s been a little while since we’ve updated our media lists. These lists are not only a great tool for your own use, but also for publicists trying to garner publicity for your bookstore events. It helps save money on postage, duplicate book deliveries, and time if you are able to provide the most current contact information. It should take around 300 seconds to give your media list a once-over.
Give your list a quick glance to see if anyone retired or moved on to a different market. Then take just a few minutes to call those on your list to verify that the contacts you have are still appropriate. If your local newspaper is large enough to have a book page and a children/family writer, be sure to include names for these individual specialties. And news directors at radio and television stations tend to change often, so be sure to call them. For each individual listed, include the name, title, e-mail address, phone and fax numbers, and mailing address.
Once you’re finished, add an “Updated 04/18/17” footnote, then save it as a PDF. Now the list is ready to send to any publicist who might be sending an author your way. When you send it to the publicist, remind them that this is to replace the previous list. Otherwise multiple books might be sent to one media outlet.
If you have a bit more time to devote to marketing today, it’s also a good time to look at your own press release email list, which should include the names you just updated on your media list, but also weekly, daily, and specialty newspapers in your area. (Here’s an updated list of state, regional and national press associations. Most press association websites have a list of members available to help you build your media list.)
If you email media releases, errors can leave a long-lasting digital trail. Be sure to look at the reports from the latest releases you’ve sent, especially the bounce report. Some emails bounce because a mailbox might be full, or the recipient’s email service might have some other temporary glitch. But if an email address consistently shows up in the bounced field, the media person has probably moved on or you have a bad address. A quick web search or a phone call will yield the correct address for press releases.