What Book Promoters Are Looking For: The Author Press Kit

By Jodie Cain Smith

My first phone conversation with the Director of Public Relations for my local library system surprised me. I introduced myself, told her the title of my novel, and of my interest in scheduling author events with the local libraries. Instead of asking what my book was about, her first question was, “Do you have a press kit?” “Yes,” I told her, then asked, “Would you like me to email it or bring you a printed copy?” She chose the latter and a face-to-face meeting.

That one phone call brought a critical element of book marketing into the spotlight:  In order to sell books, we must sell ourselves. Readers buy into the worlds their favorite authors create, but promoters often use the author’s world to sell books. A press kit does that.

From site to site, author press kits vary, but the best, most interesting ones allow a promoter to see inside the author’s life. Several months ago, after consulting with my agent and scouring my favorite authors’ websites, I created my press kit, which includes:

1.  All current contact information including all social media links. (Duh!)
2.  Media clips and files. This may be a video or audio reading, an interview or author chat, a book trailer, links to online or PDF articles regarding you and your work, and/or any other media that brings you and your work to life.
3. Photos. Include family photos, current and past project research photos, cover art, and photos that inspire you.
4.  A look behind the curtain. Don’t just cut and paste the same bio you send to every publisher and media outlet in your universe. Include those interesting tidbits that make you unique. On my friend’s Shaun McCoy’s website, I learned that along with being a writer, he is a damn good chess player, a former Mixed Martial Arts fighter, and a professional pianist. Now, there is a complex individual who would surely bring something interesting to the fictitious conference I’m promoting.

Also, don’t forget to:
1. Prominently display your press kit on your website with a button labeled PRESS KIT.
2. Keep your press kit updated. Check contact information, bio, and links to ensure accuracy.
3. Maintain easy access to your website or Webmaster in order to make updates.

So, with my shiny press kit and two copies of my novel, I sat across the table from Ms. Public Relations and began my pitch. The meeting was a success. Events should be scheduled soon and my novel is being added to the library collection.

For most of us, the small press, indie, and self-published authors of the world, this is what success looks like:  Selling yourself and your work to one library, one bookstore, one media outlet at a time. A press kit will make the sale easier. And because no author actively promoting herself or her books has time to reinvent the wheel, check out mine at www.jodiecainsmith.com. Use it as a template. Now, go forth and rule the literary world.