The Online Press Kit

Guest Post by Susanna Carr

For years I didn't have a press or media kit on my website. Other authors had online press kits but I didn't think it was a priority. I soon discovered that it's better to have one before the first reporter contacts you.

After my first interview with a reporter I was scrambling to meet the newspaper's deadline as I converted my headshot and book cover into compatible files for the news article, compiled a few review quotes and found some quick facts about romance fiction. The next time a reporter approached me for an interview I was able to send them to my online press kit. All the information she needed was available with just a click of the mouse.

The Basic Press Kit:

You don't need a lot to start a press kit. The most essential parts are:

Official bio: This should be no more than three sentences. Summarize what you write and mention one or two noteworthy achievements. If you have a news angle or hook, add that instead.

Photos for Publicity Purposes: Include a headshot and the cover of your most recent book. Make them available for download. My site offers the pictures in both mac and pc formats.

Publicity contacts: If someone wants to make a publicity request, direct them to the publicity department of your publisher.

Gradually add more features once you notice a pattern of what journalist need. Get a copy of the publisher's press release for your latest book and add the PDF to your media kit. Link to your coming soon page for upcoming releases or post some of your best review quotes. Don't hesitate to retire some features if your media kit becomes cluttered. The goal is to give the most important information in a quick and easy-to-read format.

Be aware that the media isn't the only audience for your press kit. There are a few industry professionals who need a quick snapshot of who you are and what you have accomplished.

The sales manager-friendly press kit

A sales manager or representative is the publisher's employee who persuades bookstores to buy a big order of your books. I once asked a senior sales manager who handled the big chain accounts how long he had to talk up an author's book. He says he had 5 minutes per book. How does he get the information about the author? He looks at the author's website. Make it easy for him by adding a few things to your press kit:

Awards: Let the book buyer know that you are an author to watch by showing how many writing contests your books have won. A full list of the awards might make their eyes glaze over, so just mention the most prestigious ones.

Fast facts: If you have a publishing background, hit a bestseller list, or have a strong marketable platform, now would be a good time to mention it. Add anything to show the sales manager and the bookstore that you are a good investment.

The agent and editor-friendly press kit

I once had an editor who kept up-to-date on my achievements by visiting my website. Even though I e-mailed the information to her, it was easier for her to click onto my site and glance at my media kit. If you want to make your press kit agent or editor-friendly, add these features:

Career highlights. If your agent is shopping you around to publishers, this will help her with her pitch. Your editor will love to know your track record with audio, movie and foreign rights when she has to convince the publishing team to support your book. Have an impressive sales record or millions of copies in print? Don't be shy in saying so. Is one of your books the all-time bestselling title for your line or publisher? Don't assume that your agent or editor will have instant recall. Remind them by adding that to your career highlights.

Printable booklist. Organize it chronological order. Keep it simple and only include the title, publisher, publishing date and ISBN. Add the genre, series name, or format if applicable.

Reviews. Choose a few that praise you as an author as well as those that talk about specific books. Pick carefully because these will wind up on every press release and on the back cover of your next book.

The conference coordinator-friendly press kit

Most of the time an author submits a workshop idea to the conference committee. This group will visit your website to get a better understanding of what you can provide for their event. The conference coordinator will look at an author's website before approaching their publicist or publisher with an invitation to be a guest speaker. If you want to increase your profile at writing conferences or reader conventions, have the following available on your media kit:

Workshops. Give them a short overview of your workshops or speeches. Let them know if you completed a course with Toastmasters or if you have recommendations from other coordinators. Do you have extensive public speaking experience? Offer a link to a list of your previous speaking engagements.

Future events. Add a calendar of your upcoming events, both online and in-person. Indicate that you are in demand and that they need to contact you right away or you'll be snapped up by another conference.

Pictures of speaking engagements. Add a few snapshots of you at the podium, participating in a panel or using visuals when leading a workshop. Show them that you are adaptable, interesting and the perfect addition for their next event.

The publicist-friendly press kit

Want to be the author that the in-house publicist calls on to talk to the media? You need to prove that you are capable and professional. This is the time to showcase your expansive experience with:

Video clips. If you have been the subject of a televised interview, or have an interview uploaded on a video channel, add that in a prominent place on your media kit.

Podcasts. Whether it's been on radio or online, link the podcast so the publicist can hear a sample.

PDFs. Collect the newspaper clippings and magazine articles that feature you. Convert them into a PDF and post them on your press kit. Keep it in a small image that you can click on to enlarge and read.

Don’t forget online media! Link your guest appearances, articles and interviews that have been featured on blogs, e-newsletters and websites. Demonstrate that you are a multimedia darling.

If you want your press kit to cater to all of these audiences, consider which group is the most important to you and add the relevant facts at the top. Most authors don't have all of these features because their professional goals don't include working with the media or public speaking. Think about what you want to achieve with the press kit and keep it ruthlessly edited and updated.

Susanna Carr is a national bestselling author of sexy contemporary romance. Her current book, The Year of Living Shamelessly, is available in print and digital formats. Visit her website at www.susannacarr.com.

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