When you offer a story to the media, you must keep three target audiences in mind: the media outlet, the audience of that outlet and yourself.

The term, “free publicity,” may sound perfect to you. The media outlet, on the other hand, cares more about the interest or relevance of the story. They will not respond well if you ask them for some “free publicity.” A good pitch address the three audiences in specific ways:

The media outlet: The reporter or producer will be interested in the timeliness of your information, the credibility of what you offer and how clearly the story idea is presented. Be sure to offer several options on how you can help, and give several ways to contact you if they need more.

The end-user: Whether the end user is someone reading a newspaper, flipping through a magazine or watching a television news program, his or her needs are very important. So take the time to think about how your information will help or give valuable information to those who might be interested in your book.

You: Good media coverage helps your book in two ways: it gives you valuable exposure and establishes your expertise to the media. Make sure that the information you offer the media shows why your book is the best choice on the topic and connects with your central message.

The challenge of publicity is balancing the needs of your three target audiences to meet all of their needs. If you keep these targets in mind, you will be able to create effective publicity to grow your business.

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