Dana Kaye
More and more, I’m discovering that being a publicist is a lot like being a P.I. (well, without the badge, gun, and cool hat). To know how much traffic a website receives, to find a phone number to a producer or casting director, or to figure out which bookstore does the best signings, all require investigation.
Blog Traffic – When obtaining blog reviews for my clients, I only pitch high-traffic sites. But most bloggers don’t post their stats right on the front page. So how do you know who’s visiting the website? Some bloggers post their Google subscribers; that’s always a good indication. Anything above 300 is pretty solid. They also post links to their Twitter and Facebook. Check to see how many followers and friends they have. The more friends and followers, the more visits their blog gets. If it’s a blog like Hey, Dead Guy, where no stats or links are posted, look at the comments. Are there at least 3-4 comments on every post? Another good sign of high-traffic.
Contact Info – I have a couple contacts at Oprah, one at Craig Ferguson, and another at CBS Sunday Morning. How did they become my contacts in the first place? No, it wasn’t a friend of a friend, I didn’t meet them at a networking event and despite what the restraining order says, I did not climb in through the window of Harpo Studios and sneak into Oprah’s office. I simply called or e-mailed them.
Obtaining big media contact information can be tricky, but with a little digging and a lot of cold calling, you can obtain the pertinent e-mail addresses and phone numbers. If you’re lucky, they’ll have everyone’s name, title, and contact info in the “About Us” section of a webpage. If that isn’t the case, call the main line and ask to be transferred to the appropriate person. When they ask who is calling, state your name and title in that, “They’ll know who it is” tone. More often than not, you’ll get through.
Bookstores and Signings – There are hundreds of independent bookstores across the country, but how do you know which ones are good for signings? Step one: Look at their website. Who else is signing there? If they have lots of big-name authors in your same genre, it’s a good sign. Step two: Google them. The bookstores that get the best turnout always have listings or ads in the local papers. If nothing comes up, it means they don’t do a lot of promotion for events. Step three: call them. Do they know who you are? Do they sound excited when you tell them you’re an author? My policy is to never sign at a store that doesn’t want you there. If bookstores aren’t supportive of your work, they won’t draw a crowd.
Really, all the information you need is available to you. You just need to do some digging. And a cool hat wouldn’t hurt.
