Today, Norm Goldman Publisher and Editor of Bookpleasures.com is pleased to have as our guest Barbara Wall, professional book publicist and business media expert. Barbara is also Vice President with The Barrett Company Communications in Los Angeles.

Good day Barbara and thanks for participating in our interview.

Norm:

How did you get started as a book publicist and business media expert?

Barbara:

Norm, thank you for inviting me. I always loved to read, and found books to be much more entertaining than even TV! I was inspired enough to major in English at college, and teach English at the high school level. But, I also had a quantitative – business-oriented side and learned, through my MBA program, the importance of analyzing, researching and marketing any product or service that must compete in a difficult and changing environment – and that certainly describes the publishing industry today.

Norm:

What do you love most about working with authors in trying to promote and market them and what do you love most about being part of the book world?

Barbara:

For the most part, traditional areas such as working with book reviewers, and radio and TV personalities/producers have been extremely interesting, not to mention a lot of fun. But the challenge today is dealing with the digital world, which is moving at a pace that is astounding. For example, online social media dealing with book reviewers and literary bloggers doing author interviews didn’t even exist a few years ago, but now are quite influential. I am awe-struck by new formats where books are delivered.

Norm:

What is it like to be a book publicist in today’s marketplace?

Barbara:

It’s a very busy, but intriguing, career. Each author-client must be assessed individually, and his background and his book’s subject matter must be matched to appropriate media outlets. Aside from getting basic tools done (e.g., press releases, training for interviews, generic radio interviews, website, etc.) I think a publicist needs to be able to generate creative methods, ideas or venues where an author can get exposure. This can require “out of the box” thinking to come up with new and fresh ideas.

Norm:

What do you look for in an author you decide to represent?

Barbara:

Realism. An author needs to understand his or her place in the big scheme of things. If you’re a first-time author, know that you will make mistakes and that you have a learning curve in front of you. If you’re experienced or very seasoned, you still need to understand how much the world has changed in the past decade or two. Authors who have digested these realities will be poised to move ahead quickly with media outlets.

Norm:

What changes have you seen to the book publishing industry over the past several years and   where do you believe the book industry is heading?

Barbara:

Need we say it?? – the Internet!! The digital product world is, of course, extremely fascinating, but it would never have evolved at the rate it has, if not for that wonderful delivery mechanism, the Internet. The Internet has helped stoked and enabled electronic publishing, self-publishing, distribution, tablets (whether Kindle Nook, iPads, etc.), smartphones, etc. Even I occasionally read a book on my iPhone! Who would have foreseen this even 5-10 years ago? I love paper, but if an author isn’t prepared to go the e-book route and price accordingly, he or she will miss out on the future.

Norm:

Do you believe that many authors operate under certain myths concerning marketing and publicity? If so, please explain.

Barbara:

This is definitely a “mixed bag.” Some do, some don’t. Those authors who don’t operate under myths and try to view themselves and their books objectively as possible will be more successful in the long run. On the other hand, some authors believe, for example, that books will distribute themselves if they have a website and get posted on Amazon. Others believe that even with no experience or credentials that national TV personalities will want to interview them and discuss their books. These authors will have a difficult time until they come to terms with the realities of the marketplace.

Norm:

What do authors need to do these days to market their books and push sales?

Barbara:

Unless an author has written several books and is experienced with publishing houses or self-publishing, he or she needs to immerse himself in the industry and understand what is required of him to market and sell books. They need to invest time and effort, and yes, money, in marketing their books. Even authors with major trade publishers behind them need to stay abreast of trends and follow-up where their publishers leave off.

Norm:

What challenges or advantages does the new media landscape pose to authors? As a follow up, what challenges are you finding when it comes to marketing books?

Barbara:

The primary advantage, again stoked by the Internet, is the ability to reach millions more potential buyers in a reasonable time frame. Cable has also opened up many more media outlets than used to exist 30 years ago. The challenge is investing the time and energy in reaching out to these myriad outlets. Another significant challenge is the ever evolving technology that can change the marketing landscape significantly once a tipping point is reached. I believe we will reach that point with e-books sooner rather than later.

Norm:

Tell us something about your company, The Barrett Company Communications?

Barbara:

We’ve just celebrated our 20th anniversary! Our founder, Charlie Barrett, founded the company based on his extensive entertainment industry experience, across all sectors including television, films and music. Charlie got interested in developing publicity programs for books through his Hollywood celebrity clients, who in addition to their careers also wrote memoirs. From there, we expanded to all types of genres.

Norm:

How does your company promote and market your books?

Barbara:

We use a variety of traditional to cutting-edge techniques and programs in our campaigns, which are tailored to the author-client and his subject matter. For example, author appearances work well for celebrity or name authors or authors with compelling subject matter. Two of our clients fit this description: Carla Malden, daughter of actor Karl Malden and author of “Afterimage,” and Gary Fong who wrote “The Accidental Millionaire.” Other clients such as L.A. attorney Charles Rosenberg, who has written a fascinating legal thriller “Death on a High Floor,” will do better promoting himself (at least initially) through various Internet media/bloggers that cater to this genre, as well as his professional industry publications. Also because of his credentials including a Harvard law degree, being a commentator for the O.J. Simpson trial and various stints as a technical adviser on “law and order” type television, we will be able to pursue outlets interested in commentators on the Amanda Knox trial or the Michael Jackson/Dr. Conrad Murray case – where Charles can “plug” his book. The bottom line is that we work with what each author has to offer, and everybody has a unique background.

Norm:

Where can our readers find out more about you and your company?

Barbara: At our favorite spot: www.thebarrettco.com. Then feel free to call or e-mail us.

Norm:

Is there anything else you wish to add that we have not covered?

Barbara:

Norm, this has been a very thorough interview/Q&A, but I would again stress the importance of authors doing their homework – understand as much as possible about your content, who is or would be attracted to and interested in your book and how you think you would reach them. The author has to maintain an active role, along with whatever professionals he can afford to hire, in promoting and marketing his book. Most of all, writers need to figure out if they really want to be authors. Being an author requires constant thinking and planning. Successful authors don’t hang their future on one book – they are thinking 2 or 3 books ahead.

Thanks once again and good luck with all of your future endeavors.