Use Expert Sources To Generate Local Book Publicity – by Sandra Beckwith…

on The Book Designer:

When Champion Products sponsored the Women’s Basketball Coaches Association’s Player of the Year Awards for the NCAA’s five college divisions in the U.S., I was responsible for publicizing the award nominees in their hometown media.

To get the most publicity possible for the authentic athletic wear brand and the athletes, I used what marketers would now call a “hyper-local” approach.

Another publicist probably would have created one press release naming all 25 nominees and sent that announcement to a mass media list. But I knew that with publicity (as with many other things), personalization was the key to success.

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