For book/ebook authors, publishers, & self-publishers
What are Public Relations Retainers, PR Coaching
& Pay-Per-Placement Programs
“Never be concerned about the price until you know the value.”
I am always surprised by what people think public relations services cost. When I ask them what are
they’ll say to sell 10,000
copies. When I ask, “what’s your budget?” they’ll say really
don’t have one – but maybe $500 to $1,000.
For a campaign that sells 10,000? I don’t think so. If you could publish a book and spend $500 and sell $10,000 copies – you’re a miracle worker.
The fact is that you have to invest in your marketing (advertising AND public
The PR Coaching Model
Now, as a PR coach, I help people save money by showing them how to do it themselves. I lay out a strategy for them, critique their timeline and plans – and give them the resources and contacts to make it happen.
Things I do for clients as their coach:
imple – if they invest the time and
put forth the effort to really do what is required they’ll reach their
publishing goals. Coaching programs are typically $500 to $1,000.
I freely share
s my publicity strategies and contacts with authors so everyone can have access to PR , both basic and advanced so they can market their messages to the masses.
The Retainer Way
Then there are those who want to hire a publicist do the
ir entire publicity campaign for them – from writing the marketing materials ,
pitching media and scheduling interviews.
This type of client is usually a publisher who has a “brand” name author
print run of 20,000 or so books.
The cost of a typical PR campaign
like that $5,000 to $7,500 for three months – with no guarantees. what they can expect from these types of campaigns:
Pay-For-Performance or Pay-Per-Placement
Another approach that's getting an increasing amount of attention is pay-per-placement PR – which I have
for certain types of clients (usually after coaching). However, pay-per-placement
isn't for everybody. For one thing, if you are
pay-per-placement client – that’s all you get – you just get media. That means
no strategy development, marketing or other work that many authors may need for
an effective PR campaign. And if you’re not branded correctly, you won’t get
media – or the right media
The costs of a typical “pay-per-placement” program are:
Broadcast Media Interview
National TV = $3,500.00 (network)
National TV = $1,500.00 (Christian)
National Radio = $1,000.00
Satellite Radio = $750.00
Local TV = $500.00
Local Radio = $350.00 ($100 additional for promos/contests)
Print Media (either book review
, mention – full features are additional $250)
Newspapers or Magazines
Circulation 1M+ = $750.00
Circulation 100,001 - 1M = $600.00
Circulation under 10,000 - 100,000 = $500.00
What materials are needed get started?
Good photos & other marketing materials
- Copies of recent media coverage
- 10 copies of your book/vide
- Your biography or CV
- Copies of all news releases issued in the last 12 months
- Scripts of any speeches delivered over the past year
- Notes on what you regard as the most newsworthy events in the
–or they don’t pay. Our unique guarantee means pay only for results – PLUS if are with
those results, we will refund
entire placement fee.
We're backed by the experience and contacts in the industry.
We have had experience generating major media coverage for clients ranging from Essence and Ebony to radio tours in local
markets. Our niche is in the Africa
American Christian market – and if that’s your target – then it’s a good match. If not, the program won’t work.
The Difference and
synergy Advertising and Public Relations
When you pay the media directly – you know exactly when that ad will air or be published. With pay-per-placement, you’ll be notified but it’s not guaranteed – thus you’re not
billed until you get the media hit.
PR is not an exact science and you are really at the mercy of the media. It’s free when they cover you but you never when or if they will.
The best formula
: to buy ads in publications or on stations that are targeting your audience best – and then pitch the editor /producers
too. You’ll at least have exposure in the publication or on the station that
hits your main audience. Sometimes you’ll
get favor by being an advertiser and the station or publication will call on
you for editorial
The key to any successful promotional campaign is persistence and consistency. Whatever structure you use for your book
– make sure you know the expectations and limitations of each one. find the program that fits your lifestyle, budget and brand.
Pam Perry, www.MinistryMarketingSolutions.com, 248.426-2300
This is an excerpt from SYNERGY ENERGY
available on Amazon.com & in fine bookstores
and at www.pamperrypr.com
See the blog: http://www.ministrymarketingsolutionsblog.com
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