By Melissa Sileo
Like lightening, the media will rarely strike twice – unless there is a considerable amount of time in-between.
It’s often a natural tendency for an author in the throws of book marketing to be watching the Today Show or reading the New York Times, see a story or article that parallels their expertise, believe it crucial to get in touch with the producer or writer who covered the story so that they may capitalize this opportunity. If the story is in the can, as they say, the opportunity has already been missed. Once a story has run, the media has for all intents and purposes has moved on. Simply put, if they dwell on the same story, their audience will be ‘changing the channel’ to a media outlet covering something else.
If an author is adamant about making contact with the media associated the story, they can take a passive approach, sending a letter or email noting that they read the article or watched the story, and would ask if the media contact would kindly consider the author for commentary in the event that the story turns into the series, or if a follow up is planned for the future, bring sure to note the fresh angle that they can bring to the table.
In the meantime, authors and book publicity professionals should always be looking two steps ahead. Instead of perceiving the news as isolated stories, think of the rollout of news stories throughout the week as a trend – and try to predict what comes next.
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