I will resist the urge to say that it’s never been tougher to get attention in the media, although it is true, as media fractures, merges and, to some extent, dwindles.  In reality, though, it’s always been tough.

I was a journalist 20 years ago, and when in the producing studios chasing news, we were often tasked with looking through book pitches.  In our spare time.  Which meant maybe 4am on a Wednesday, when world events had slowed for a time.  When PR people called to pitch their authors, we fondly called it the “flack attack.”

Fast forward to present time, and I own and run a PR firm.  Spurred by a lifelong love of books and perhaps a small taste for a challenge, I’m now that “flack” that overworked journalists so often seek to avoid as they write their stories and increasingly do the jobs of more than one person.  Oddly, rather than being daunted, I find it challenging to find clever ways to bring the great ideas in books to the attention of reporters.  That said, I think there are a few ground rules that can make standing out from the crowd just a touch easier.

Be Useful- Your book may be great, but that rarely qualifies as news in itself to a journalist.  Mike Hofman, of Inc. magazine, said this at a recent conference, and I wholeheartedly agree with him.  Journalists are interested, though, in the new ideas those books bring to the conversation and the expertise of the author, which might help the journalist’s reader or viewer.  Learn the difference.  Pitch the idea.  Bring new thoughts, ideas and concepts to the discussion.  You’ll be far more likely to land coverage.

Be Relevant- If you happen to have the good luck of publishing a book about ethics when the Enron scandal broke,this point will be self-evident.  A book that releases with a hot news story on the same subject will benefit greatly.  In the absence of it, you and your publicist need to look at the news of the day and ise ways for your message to fit with what’s going on in the world.  Please note that I do NOT mean force fit your book’s idea into the news of the day.  The tie between the book idea and the news event must be immediately evident, or it’s sure to be discounted as a cheap ploy for play.

Be Available- Journalists work under a myriad of deadlines.  You, as an author, should be courting them and working hard to become a good source for them.  This includes being available when they need you.  Be liberal with your time – when possible – if the media wants to speak with you, and offer to share your cell number should they ever need your expertise in the future. Ideally, this will land you in the rolodexes of journalists for years to come.

Acknowledge- Few authors take the time to thank a journalist for covering their book, conducting an interview, having them on air or even taking the time to meet and discuss whether their ideas might fit with their media outlet.  Always follow up with a quick note or email thanking the journalist and offering to be of service down the line.

Much has changed as we bring 2010 to a close.  The media is morphing, and the way we consume information is changing daily.  But the ways of getting attention, by and large, stay the same.  There is some comfort in knowing that coverage is still there, and there are still creative ways to get it.