What Should I Look For In a Publicist?
by Mary Ellen Gross and Sharon Goldinger

How do you choose the right publicist for a book? As you or your authors interview publicists, consider these questions:

1. What are the publicist's specialties and subspecialties--nonfiction (cookbooks, New Age, gardening, self-help, business, etc.) or fiction (science fiction, mysteries, romance, etc.)? Does he or she have any preferences? You need a publicist who is comfortable with the material in your book.
2. How does the publicist's phone voice sound? Does he or she project energy and enthusiasm? If he or she doesn't sound excited about the project, how will anyone else become interested?
3. Does the publicist have experience in both handling grass-roots and national campaigns? These two kinds of campaigns are very different and a good publicist will know which kind is appropriate for you. For example, if you already have a national reputation, a national campaign will probably be the best fit. If you don't, a national campaign may be a waste of time and money and a local campaign may be best--at least in the beginning.
4. Does the publicist ask you lots of questions about the book before offering suggestions? A publicist who jumps in with advice before even hearing about the book may be using a cookie-cutter approach for every book.
5. Can the publicist identify the book's target audience and media? Does he or she have different pitches and angles for different target markets? Ask to see specific examples of other campaigns in which the publicist analyzed a project's target markets and used different pitches for different markets.
6. Does the publicist seem to place too much emphasis on longtime contacts? Publicists' contacts are important, but in today's fluid industry, with people in the media constantly changing positions, a relationship with a particular media entity (a magazine or a radio station, for example) is probably more important. (Keep in mind, too, that persistence is often more important than contacts.)
7. Ask, "How do you stay current with all the changes taking place in the industry?" Good publicists review trade publications frequently and call contacts to update their media lists for every new project.
8. Is the publicist conducting online media pitching? E-mail and fax blasts? Using e-mail and the Internet are yet more ways to reach people and inform them about your book.
9. Does the publicist pitch to book/reading groups? These groups are full of people who are very interested in learning about new books, especially if those books are targeted to their interests.
10. Does the publicist work in nontraditional methods of selling books (seminars, catalogs, corporate tie-ins/premiums, special sales)?
11. Can the publicist "think out of the box"? Ask for examples of other campaigns using creative pitches and angles.

The right publicity can bring attention to a book, generate thousands of dollars in sales, and bring radio, television, print, and online interviews. No wonder most authors consider a good publicist to be an essential part of the publishing team!