I launched my book, Any Color but Beige, with a solid public relations program last September. The combination of my modest budget and previous professional experience enabled me leverage this into some good coverage that included two TV interviews, print and digital coverage in several newspapers, blogs and e-zines, and a couple of speaking engagements. I also learned that, although several of the media were interested in the book, they felt no sense of urgency to write about it. The reason: memoir is a genre they call “evergreen.”
Evergreen is both a good and a bad label. It’s good because the media can make use of (promote) your book at any time. It’s bad because they could put your book on a pile underneath copies of more current evergreen books. So when it comes to generating lots of coverage for your book, your story has to be two things: topical and urgent.
With that in mind, I have decided to make a second attempt at a PR program – this time promoting the book as a life story, love story and an international dating story – just in time for Valentine’s Day. Of course, this time I will put a slightly different spin on it.
This year, author Cat Larose suggests sending yourself a dozen red roses or a bottle of pink champagne on Valentine’s Day. It’s the colorful thing to do, says Larose. After all, you cannot truly love anyone else until you love yourself.
I’m hoping that relationship and lifestyle editors and program directors in search of a fresh angle for Valentine’s Day will seize upon the story and feature it on or around the big day. In conjunction with that, I have secured a “Meet the Author Sell and Sign at Chapters on St. Catherine Street in Montreal on Saturday, February 11th at 2:00.
It will be interesting to see if this new spin generates some additional media coverage and results in sales.
Timing, as they say, is everything. Let’s see if that’s true.