Monthly Archives: February 2017

Media Tour: Watch for Barbara Paterson’s New Book This Coming Month!

A media tour is a series of interviews with newspapers, magazines, and/or broadcast stations to promote you and your new book. Tying in this type of publicity with a bookstore signing or an evening launch (reading) is a great way to increase traffic to the event plus establish yourself as an author. This is exactly what PPG’s latest author, Barbara Paterson, is going to be doing over the next six weeks to promote her new book titled Malignant Memory. Click here to view details of Barbara’s upcoming event through McNally Robinson in Winnipeg. 

You don’t have to be J.K. Rowling to stir media interest. All you need is a good angle. For example, if you’re from Manitoba as Barbara is, you may want to promote yourself as an “up and coming Manitoba author” to the media in that province. Or, as another example, if you’ve published an historical fiction or non-fiction work about a particular region, you can contact the media within that region for an interview.

In Barbara’s case, we are promoting her as a doctor with an interdisciplinary doctorate in nursing, psychology and education, as well as a master’s degree in post-secondary education. She served as a professor at the University of Manitoba, the University of British Columbia, the University of New Brunswick, and Thompson River University until her retirement in 2013.

Malignant Memory paints a portrait of how to put one foot in front of the other in the face of unimaginable trauma. It shows there is power in bringing dark secrets into the light, particularly in the face of acceptance and forgiveness and how bad times can become an opportunity to gain strength. The stories of abuse, trauma and grief in the book are based on actual accounts Dr. Paterson received in her work as a nurse and a researcher; they are real-life narratives of survivors of residential schools, adults who experienced profound childhood trauma and people facing life-threatening illness.

Once you reach J.K. Rowling’s level of renown, a press release with a one-liner such as “Announcing the latest release by…” is about all you’ll need to generate buzz and arrange interviews for yourself. Until that day comes, placing a personal phone call to request an interview is much more effective than any press release, fax, or email alone. Or you can hire an experienced publicist through Polished Publishing Group (PPG) for even more impact.

Who do you contact to book an interview? It varies depending on the media: you’ll want to talk to the book review editor when contacting a newspaper; your best bet is the news editor at a radio station; and you should ask for either the producer of the morning show or a community events reporter at a television station.

Each time you complete an interview, it’s a great idea to ask for a copy of it so you can continue promoting it even further. For example, you can scan a copy of a newspaper article to display on your blog; or you can ask for copies of your radio/television interviews in a YouTube-compatible file format and then post them to your YouTube channel like PPG did here:

There are many effective ways to sell more of your books … from readings, to bookstore signings, to trade shows, to speaking engagements. A timely media tour will complement all of these events to make them even more successful.

Good luck to Barbara on your upcoming media tour! We wish you all the success in the world!

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Why Do We Use Social Media Marketing? What’s the Point?

Kim Staflund: founder and publisher at Polished Publishing Group (PPG) and author of the PPG Publisher’s Blog

As you know, I’m a strong proponent of social media marketing and am always telling my authors to use it in conjunction with blogging so they can sell more books. You may be asking yourself why. You may be one of the many people who ask, “How do you monetize it? How do you make money using social media marketing?” If you’re one of these people, then you need to read this blog entry because it will clarify a few things for you.

There are experts out there who will teach you specifically how to earn money using Twitter or YouTube or whatever other social media platform. But I personally use these websites in a different context. I use them as advertising tools. I use them to drive more traffic to other e-commerce sites where I sell my books and various other services (e.g. personalized and customized sales coaching for authors). I discuss these advertising strategies in much more detail in Successful Selling Tips for Introverted Authors if you wish to learn more.

I want to give you a couple of examples to help explain. Take a look at PPG’s Twitter page here. And take a look at my personal author Twitter page here. Every single day, one or two different tweets are sent out to our respective Twitter followers from these pages. Sometimes, events are being promoted. Other times, positive book reviews are being shared. We post our blog entries and links to the opt-in pages for our email campaigns here. And, occasionally, a link to where our books can be purchased online are being tweeted, too. It’s a mixture of everything, and it’s done on a daily basis.


Consistency is key. Regular advertising is all about creating top of mind awareness—staying in front of your prospective readers/customers so that, when they’re in the market to purchase what you’re selling, they’ll recall you (your book, your services) above all the rest.

We live in a wonderful world where we don’t have to pay thousands of dollars to achieve this anymore. Where we used to have to buy expensive newspaper, radio, or television ads to reach our target markets, we now have the Internet which allows us to reach an unlimited audience free of charge. All it takes is the time you have to build your subscribers, followers, likes, et cetera, on the various social media platforms.

Why do companies with prominent brands such as Coca Cola and Disney and Nike advertise regularly? Because it works! It allows them to stay top of mind for you—their prospective (possibly repeat) customer. And that’s what social media marketing can do for you and your book over time.

Go ahead and follow us on the two above-mentioned Twitter pages so you can watch how we do it. It may provide you with some inspiration for your own Twitter page.

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2017 Polished Publishing Group (PPG). All rights reserved.