You can promote your book through the media when times are tough, when times are good, or at any time at all. It doesn’t matter a bit. The techniques below will work anywhere, anytime. Don’t worry about journalists learning the plan. They know the rules too, and will be happy to play along. Always remember, journalists are your friends. They are just like pets. If you are nice to them feed them the right food, and ensure that they have what they need, they will repay you with loyalty, returning to you over and over again.
I have never met a journalist who wasn’t delighted when someone gave them a story that would appeal to their audience. If you make journalists happy, you can in turn benefit from masses of publicity (though the journalist will call it “objective reporting”). One word of warning, however. Never, ever, thank a journalist for providing you with coverage. By all means praise their journalistic skills and balanced view. If they ever think that they are acting as your unpaid publicist, they can turn very nasty.

There’s no such thing as a free lunch, they say. Actually, they are wrong. With my journalist badge on, I have had plenty of free lunches, though a sausage on a stick, a curled up tuna sandwich and a glass of lukewarm chardonnay barely pass muster. Journalists are invited to no end of events, including (but not limited to) press conferences, product launches, restaurant openings, boat trips and even the occasional night club. Very few of them lead to a good story about the company who invited them along. On most occasions, the assembled hacks will talk about anything, other than the pretext on which they were invited. Later on, they will dig the press release out of the press pack, re-word a few of the sentences, add a little spin of their own in a punning headline, and hand it to their sub-editor. This is not the way to get free publicity.

Let’s look at things another way. Despite the ubiquity of the Internet, there are more print publications than ever before. Every specialist trade and interest has its own stable of magazines and newspapers. It is easy, yes easy, to get an article printed. Here is your plan.

Firstly, investigate the sector you want to be published in. Use the internet, go to a library (yes, they still exist), and make a list of at least half a dozen.

Secondly, contact the deputy editor (because the editor is busy, and the deputy is ambitious), preferably by email, asking whether they would be interested in an article from you, Praise the magazine, mention your topic, include references to your previous articles and books (if any), and make it clear that you know payment will not be offered. If you pick six magazines, at least one or two will be interested. You will be asked for about five hundred words (a bit less than the length of this article) and a high resolution picture. Your payoff? A mention of your name, and a link to your website. Don’t write a long advert for your book or business, since that will be rejected. Be objective, and show your expertise about your industry.

What about local radio? That is an extremely good option, for a number of reasons. To begin with, it has a very loyal audience. You can also target the time when your customers are likely to be listening, with just a little forethought. Again, you need to show objective expertise, not overt promotion, in order to get on air. This time, it’s a three-step process. Step one is to listen to the radio for about an hour, at the time you have picked when your customers are likely to be listening. Make copious notes about the presenter, topics covered and guests interviewed. Step two is to make a connection between what you have heard and your business. Step three is to phone the station editor (you’re selling your voice too), and explain the connection, while offering to come on air as a future guest. More often than not, they will say “yes”.

Getting on TV is a little tougher, but can be done. However, if you start with local radio, you will find that you make such good contacts that TV offers will come to you. It may take a while, but if you stick with it, and become known as a reliable media expert, you will get the call.

So how much has all of this “promotion” cost? In monetary terms, nothing, which is the best price I know. It will take commitment, and a little time, but you have both of those, don’t you? Good luck.