Directory Writing Workshops

 Writers Workshop: The Art of Publicity

Dancing Word Writers Workshop

with Rebeca Seitz

July 28, 2006

Hosted by: Anne McDonald

Dancing Word Interviewer

*This chat has been edited for clarity.

Anne McDonald: I'll open up in prayer, go over protocol and then introduce our guest.

Lord, thank You for a wonderful week. Thank You that Rebeca was able to get her book finished. Thanks also for keeping us all safe. Please be with us tonight. Guard and guide our conversations. May we be a blessing to You and to each other. In Jesus' name, Amen.

Protocol reminder: when the floor is open to questions, please type ? for questions, ! for comments and wait to be called on in turn. When you post your question, comment, please type ga. For those new to the chat room... “ga” means go ahead and keeps us from stepping on each other's toes.

Anne McDonald: Tonight, I'm blessed to introduce publicist Rebeca Seitz. Rebeca, welcome.

Rebeca Seitz: Thanks, Annie! Thrilled to be here.

Anne McDonald: Could you give us a bit of your background and then I'll open the floor to questions.

Rebeca Seitz: Sure! I'm the former publicist for WestBow Press, the fiction division of Thomas Nelson Publishers, the #1 Christian publishing house in the world. (Which, thankfully, I didn't know when I went to the job interview).

I left Thomas Nelson in May 2005 to form Glass Road PR - the only publicity firm in the country dedicated solely to representing novelists writing from a Christian worldview.

Today, we represent about fifty titles from nearly every major publishing house and have a staff of three publicists besides me.

Caracp: What should an unpublished author do to help develop a brand? Is it necessary to even have a brand that early in the process?

Rebeca Seitz: You need to know your brand before turning in your first book. For example...if you're a chick-lit author, knowing that in the beginning will help you provide positive, constructive feedback on everything from book cover to store placement of your book.

Anne McDonald: What do authors need to know when wanting to market their books?

Rebeca Seitz: First, know what audience would want to purchase your book. Every book has a core audience and then a less likely circle of readers, then even less likely, etc.

If you know your audience, you can look into the products they're purchasing, the movies they're viewing, the other books they're reading, and know in what types of media your book needs to be covered. You also need to know what products are like your book. For example, we have a book right now that has spiritual warfare in it. to publicize it, we sent it to those reviewers who loved The Exorcism of Emily Rose–same audience, so same reviewer.

Nikki: You mention reviewers. Do you send the books you represent to only certain reviewers? I have wondered about this. My books are full of dramatic tension and I don't expect lovers of romantic comedy to be crazy about them. So I was wondering if I should be selective in who I send the book too.

Rebeca Seitz: Absolutely. every single staff member of GRPR spends as much time developing relationships with reviewers - if not more - than he/she spends actually sending books out. That relationship is what folks pay us for - to know which person is going to give a good review of a book.

Nikki: Do you have any criteria for reviewers?

Rebeca Seitz: Yes. First, we look to see what books/movies he/she has reviewed in the past. Specifically, we love to find reviewers in the general market whose interests lie toward moral fiction. Also, we note what genre they review. If they've historically been reading mystery, we won't send them chick-lit. By giving the media rep this kind of respect for his/her work, we're afforded the same respect in considering our novels for review.

Anne McDonald: Could you tell us what Glass Roads does for their clients?

Rebeca Seitz: Sure! I'll try to keep this as concise as possible...Primarily, we provide our clients with publicity campaigns for their novels - getting the book reviewed in all forms of media (internet, broadcast, and print), securing interviews for the author, accompanying to major interviews (national broadcast), etc.  We also plan debut/launch parties for authors. Editing services, both content and line editing. And we write proposals for people, then send those proposal to agents with whom we have relationship.

Remade Gold: Just thought I'd comment that sometimes you get surprises. Annie's sent me some books I'd have never read on my own and I loved them.

Rebeca Seitz: Right - there are some like Annie who have a cadre of reviewers. We trust the Annies of the world to know how to direct the books we send to them. Does that make sense?

Remade Gold: 0=)

Caracp: Are you seeing value to blog tours? They seem to be cropping up a lot.

Rebeca Seitz: We have a database of bloggers that we use to do blog tours and, yes, absolutely they have great value in getting word out about the book, in securing legitimacy for a new author in the community of writers

Caracp: As a relatively new blogger, what can I do to add value when reviewing a book? Have any tips?

Rebeca Seitz: There are two ways to add value to your blog: 1. do everything you can to increase your viewership. high viewership equals more attention for my author equals me trying harder to get on your blog. 2. do everything you can to ensure quality influencers are a part of your viewership. if you only have 5 people viewing your blog, but those 5 people are publishers, editors, or agents, then i'll still work hard to get on your blog

Anne McDonald: What changes are you seeing in the Christian fiction market, and how can authors best use this change?

Rebeca Seitz: The best, most welcome change in my book is that our base of genres has exploded. Ten years ago, we had prairie romance and spiritual warfare to choose from. Now we've got nearly every genre represented, and that kind of breadth gets us more media exposure, which always makes me a happy camper. But a lot of folks at the table also means that, at some point, there will have to be some winnowing. I think we're just starting into that phase now where the best writers are rising the top and getting bigger, better contracts - which makes publishers unable or unwilling to stick it out with so-so writers who produce lackluster sales.

Anne McDonald: You mentioned that Glass Roads does editing. Are you seeing stronger writing these days?

Rebeca Seitz: Hmm, tough question. We see horrible writing and fantastic writing - sometimes in the same day. I can almost always tell when a writer has been to a writer's conference - the writing is just better. I AM seeing better writing on the store shelves.

Nikki: What amount of money should one budget for hiring a publicist to get enough exposure to make a difference?

Rebeca Seitz: That's a really hard question since the answer depends on how in-depth you want the publicity campaign to be. If you're hiring a publicist on your own - with no help from your publisher - then budget about $5000-15,000.

GRPR is the only firm I know of, though, that allows the publicity contract cost to be split between the publisher and publicist - and allows for payment over time. I'm an author as well as a publicist, so I understand how difficult it is to know you need publicity but have a checkbook that hasn't gotten the message. :)

Nikki: Do you think the results should be measurable? Or is one never really sure what the impact was?

Rebeca Seitz: We're working with one of the major publishing houses right now to answer that question. With publicity, there's always a tipping point - the point at which the publicity has so impacted sales that the sales themselves are now generating more publicity. This happens, usually, when we get an author on “Good Morning America”, “Today”, “Oprah”, etc. I talk with Oprah's producers about once per month, keeping tabs on what they're looking for and what shows they’re working on.

But sometimes it happens when we do a lot of grassroots publicity - blogs, smaller radio shows, etc. then the national shows want the author because they keep hearing about it from their "underground" network

Keep in mind that you're paying the publicist to use his/her relationship with the media rep to get a review or interview - but that, at the end of the day, the reporter calls his/her own shots. we can't hogtie them to their desk chairs until they give up the interview slot. :)

And as far as knowing what your publicist did, you should absolutely know every step of the way what your publicist is doing. we provide weekly activity reports to our clients detailing who we contacted, when, and what the status is with that particular media outlet.

Lamp: At what point is it viable for a writer to begin to look for a publicist?

Rebeca Seitz: You should begin looking for a publicist as soon as you have your publishing contract in hand. Publicity campaigns begin 6-8 months prior to your book hitting the store shelves. If you get us involved earlier than that, we can even help guide you through choosing cover art, etc. from a media impact standpoint.

Anne McDonald: How do you help out with cover art? Do publishers allow authors to give input?

Rebeca Seitz: Most publishers allow authors to give input–I say most because I'm sure there are those who do not though I haven't run into any of them yet. :) Your editor will probably ask you if you have any ideas regarding the cover, then he/she will send those ideas on to the graphic design department. They'll come up with some cover ideas for you to view, which your editor will probably send to you. You give them constructive feedback (I think we should replace the heart since this is a book about friendship, not romance, etc.) and continue working with them until everyone has a cover they can live with.

Anne McDonald: I was told some time back that book signings weren't a good means of publicity. What is your take?

Rebeca Seitz: Book signings in and of themselves are not a good way to obtain publicity. Book EVENTS, such as debut parties, launch parties, lectures, book club showings, etc., are almost always a good idea because we can get local media to cover them.

Anne McDonald: If an author wants to set up some of their own publicity, do you have some tips for them?

Rebeca Seitz: Sure! First, you'll need a professional-looking press release. Ask if your publisher is willing to put it on their letterhead. Media rarely take anyone (author or otherwise) seriously when they're calling to book an interview for themselves.

Second, learn the outlet that you're pitching. If you think your book is perfect for Town & Country, why? Is it because it's about a wealthy heiress who goes on holiday to London, loses her purse, and ends up marrying a duke? Yep, that would fit. :)

Also learn the outlet's lead time - for instance, if you want to be reviewed in Publishers Weekly, your book must be in their hands a minimum of four months prior to the book's pub date. observing lead times affords media the respect they deserve, especially from someone seeking media coverage

Third, follow up

Fourth, follow up

Fifth, follow up

Media reps are extremely busy folks and have forty gagillion ideas running through their minds at the same time. This is why we hear of little people disintegrating in Times Square - all the ideas hit each other at once and the person just went kaput

Anne McDonald: lol

Rebeca Seitz: When you follow up, be NICE, "Hey, it's Annie, just calling to see if a decision had been made about the review for Saints and Sinners. It's the one with the bright red cover about two folks that get lost in a maze in France. Ring a bell?"

Anne McDonald: What tips do you have for authors doing radio interviews? Should they have something written out and memorized?

Rebeca Seitz: That depends upon your personality - I'm a wing it kinda girl who would go nuts if she wrote things down. I drive organized people batty. :) But if you're scared, or if this is your first interview, go ahead and write some of your main points down in case you need a quick reference.

A big help in a radio interview is smiling when you talk - the smile comes through over the air. Unless, of course, you're Bob Liparulo and have just wiped out half earth's population with a plague. Then only smile if you want the little white wagon to come and take you away.

* Remade Gold laughs at the Liparulo comment....then realizes it's true....

Anne McDonald: What if your mind goes totally blank during an interview? Any ways to save face?

Rebeca Seitz: Repeat the question back to the interviewer - which buys you a few seconds. You can also use phrases like, "Wow, Bob, that's a great question. I hadn't thought of that angle," which also buys you a few seconds. And, if it comes to it, it's always ok to just say, "I don't know."

Anne McDonald: Of course that won't work if they ask what your book is about. LOL, but great tips.

Rebeca Seitz: If they ask what your book is about and you blank, tell them your caffeine hasn't kicked in yet. ;)

Remade Gold: If they ask you what your book is about, and you don't know; can't you just say "Guess you'll have to just read it"?

Rebeca Seitz: No, never ask an interview if he/she has read your book and never tell them to read it. that's the bane of a lot of media reps' existences because they just cannot read all the books they're interviewing authors for.

Anne McDonald: What do you look for before taking on a client?

Rebeca Seitz: We look for a few things. 1) Is the story good? Engaging? Entertaining? Well-written?  2) Does it have media potential? Can we conceivably get our media reps to connect with this book? What are the story angles? 3) Do we have enough lead time to accomplish the goals while respecting media reps' deadlines? 4) Does it fit in well with the GRPR family? Can it be put with one of our other books for a trend piece (national broadcast outlets like trend pieces) or does it fill a niche we do not have coverage for yet? 5) is it published by a reputable publisher? 6) Is the author willing to work with us? We have some drama kings and queens, but we can only take on so many of those or all my staff would quit. :)

Anne McDonald: You mentioned Drama Kings and Queens, are there things authors should be aware of to not come off as a DK or DQ?

Rebeca Seitz: For the most part, our authors are downright amazing to work with. They recognize that their writing talent is a gift and that, in the long run, they're servants in a massive kingdom.  Keep that in mind as you walk this road to authordom - God's path for you is very important, but no more or less important than the path someone else is walking.

There's a great Chris Rice song that I listen to when I'm getting all puffed up...one of the lines says, "Come on, Becky, let's go for a ride. If I'm driving too fast, then I apologize. But there's a world out there that we've left behind FULL OF SOULS AS IMPORTANT AS YOURS AND MINE."

I'm headed to Sudan with DiAnn Mills later this year for Moody Publishing and every time I get scared about the trip, I remember that my sister's path in Sudan is just as important as my path here in America.  And I remember something Pamela Clements (assoc. publisher out at Thomas Nelson) told me a couple of years ago when I came to her office beyond ticked that a media rep wouldn't interview my author. She said, "Rebeca, it's just a book. In a few hours, we'll go home from here to our families and personal lives and tomorrow we'll come do it all again. Remember that. It's just a book."

Lamp: Is it difficult to perform a marketing campaign when a book's content is not familiar to readers–such as a story set out of the country–and therefore the book is not easily accessible to the general population? How do you overcome these barriers, if they are indeed barriers?

Rebeca Seitz: We did a campaign for a book like this last year - Chateau of Echoes by Siri Mitchell - that is set in the French countryside. We found French magazines and magazines intended for an audience with larger household incomes (since those families tend to travel) and sent the book there for review. The setting is not a barrier - it can be turned around to be a help. Also, what's the story? Are there universal themes of love, loss, betrayal, etc? Play those up to the usual media list.

Laura: I loved Chateaus of Echoes.  That was a beautifully written book.

Rebeca Seitz: YAY! I'll pass that along to Siri. She's got a new one out called Kissing Adrien - read it last week and loved it.

Leanna: Wow (regarding the Sudan trip) :)

Rebeca Seitz: It's a scary, thrilling, exciting thing. Diann and I are stoked that Moody purchased her next Sudan book and is sending us there for research. Which isn't to say I'm not petrified some days. :)

Anne McDonald: Any other questions before we do the drawing? Okies, Ellie is going to draw the name for tonight's prize...a box of 20 books donated by Rebeca

EllieSchroder: Ok, pulling name from the hat...And tonight's winner is...Lamp!! Congratulations Lamp!

Anne McDonald: woo hoo!

Rebeca Seitz: YAY!! WOO HOO! Congrats, Lamp!

* Remade Gold gives an ovation

Barbara Warren: congrats lamp

Lamp: Thank you very much. 0=)

Anne McDonald: Congrats, Lamp

* Lamp bows

* Batty hugtackles

Leanna: Congratulations!

Laura: Congratulations, Lamp

CherylR: congrats Lamp!

Ellie Schroder: Happy reading, Lamp :)

deborahpiccurelli: Let me say that out loud: Congratulations, Lamp!

Anne McDonald: Rebeca, thank you so much for coming tonight and sharing your expertise. We'll have to have you on again.

Ellie Schroder: Yes, Rebeca, must have you again.

Rebeca Seitz: Thanks so much for having me on tonight. I LOVE talking about publicity, the ins and outs, etc!

Barbara Warren: Great chat, Rebecca. Lots of information.

Rebeca Seitz: You're more than welcome. Thanks for the invite. I'm off to my celebratory steak dinner now.

Rebeca Seitz

Congratulations to

Andrew Salmon

for winning

a copy of Fiction 101

for a box of

20 different CBA books