It’s smart to want to become a thought leader within your industry. As you earn the trust of your peers, your good reputation will have a halo effect on your business. Decision makers outside of your industry want to work with the best, and your name will become one of the most familiar. Authoring a book can be a great way to elevate and expand your influence.
Chuck Hengel is already a highly respected thought leader in performance advertising. His company, Marketing Architects, hired us to publicize his book, “All-Inclusive TV: How Booming Brands are Re-Imagining TV Advertising.”
We wanted to keep Hengel’s and Marketing Architect’s names top of mind within the advertising and PR industries. So we arranged for a top PR industry magazine, O’Dwyer’s, to run this article by-lined by Hengel.
A by-lined article gives instant credibility. In this case, it says that the editors within the PR industry respect Hengel enough to give him the space to share his expertise with their readers. This gave him the opportunity to discuss his book as well as offer timely advice. His article also linked to his book on Amazon and Barnes & Noble.
While a book can elevate your reputation, don’t presume the media will want to book you for interviews specifically because you’ve written one. Millions of books are self-published each year. There are plenty of authors vying for the media’s attention.
Our PR strategists know that to have a successful book PR campaign, you’ve got to focus on the value of your message. Following Chuck Hengel’s example, come to the table with measurable experience to support what you’ve written. If you’re someone who has spent decades helping clients succeed, and now you’ve written a book on the subject, then you’ve likely got a mediagenic hook.
Only then will your book – your story – become the type of high-value content that attracts media attention. Only then will your book help you establish rapport with your target audience. Only then will your book help to elevate and reinforce your reputation and that of your business.
Even if you have not yet written a book, there are many ways to use media coverage and other marketing strategies to position you as an industry thought leader. Let’s talk about how we may structure a campaign for you and your business. Call us at 952-697-5269 or use this form to schedule a time to chat.
