2.1.12
To: Friends of Straight Arrow PR
From: Veronica Lennon
Re: February Newsletter
Our contact list of organizations that hire speakers now exceeds 500 prospects. Included are professional associations; corporations; colleges; graduate schools; think tanks; and private clubs.
We are now promoting Princeton Professor Aaron Friedberg (A Contest for Supremacy); Alex Sanger, Chairman of the International Planned Parenthood Council; Johns Hopkins Professor William Egginton (In Defense of Religious Moderation); Babson College Professor James Hoopes (Corporate Dreams); University of San Francisco law professor Bill Ong Hing an authority on immigration; Furman University Professor David Shaner (The Seven Arts of Change); Bill Holland (Cracking the New Job Market); Michigan State Professor Larry Busch (Standards); and Dan Morhaim, M.D. (The Better End).
This month, we will begin promoting Claremont McKenna College Professor Roderic Ai Camp (Mexico: What Everyone Needs to Know) and author Jonathan Lyons (Islam Through Western Eyes).
We could not be more enthusiastic about representing such an outstanding group of superb communicators.
Invest in the M
There is a saying in the venture capital business: “Invest in the D (development) and not the R (research).” We believe the best place to invest is in the M (marketing).
Authors are encouraged by their publishers to assume some of the marketing effort required to generate book sales; however, with shrinking royalties it is more difficult to justify the extra investment of time and money.
The truth is most books published appeal to a narrow market. An additional promotion effort should only be considered if the work is likely to interest a wider circle of book buyers and/or generate speaking engagements.
From our perspective, authors with breakout potential should understand the importance of maximizing interview opportunities. For this reason, we provide guidance designed to create the “WOW” factor that sells books.
The PR Ripple Affect
Perhaps the most enjoyable aspect of promoting authors are the surprise calls we receive from major media prospect long after sending the initial press release. This occured last year when CBS Evening News decided to do a feature story on our client Andrea Stanfield (Phony!).
We have also experienced delayed responses for other clients from media entities we never contacted! This usually occurs with media entities from Europe. So, one never knows when a press release sent to one editor, reporter or producer is forwarded to another.
Blending Agendas
Bill Hawkins had an interesting conversation with a producer at 60 Minutes recently which reinforced our belief in the importance of “blending agendas.” Authors focus on what they desire to communicate; however, in order to generate national media coverage, it is worthwhile to think about the needs of radio and TV programs. According to Bill, "Like most of the major television programs that focus on current events, 60 Minutes prefers stories with certain elements. Understanding their thinking helps us recommend the right clients.”
For more information on the assistance we provide in order to generate media publicity, please go to the Services section of this web site.
All the Best,
Veronica
Veronica Lennon
Partner