Ever dreamed of seeing your book featured on national TV? Hold that thought. Jason Jones, experienced publicist and founder of public relations firm Jones Literary, reveals why local media is your golden ticket to publicity success. In this eye-opening episode, Jason joins
and me to shares insider tips from his book, Landing Local Media: An Actionable Guide to Help Self-Published Authors Book Local Press, that will transform your approach to book marketing.The Local Media Advantage
You've poured your heart into writing a book, but now what? If you're like most authors, your mind jumps to big-name shows like the Today Show. But here's a reality check: those shows are exceedingly difficult to land, especially for first-time authors.
Jason explains:
"Those shows are nearly impossible to land because the competition is just so impossibly fierce. But you're not ready to do those shows if you've never done media before."
Instead, Jason advocates for a smarter approach: start local. Here's why:
1. You're always relevant at home
2. Higher chances of becoming a regular guest
3. Opportunity to gain experience and polish your interview skills
4. Create clips to showcase your media presence
Think of it like leveling up in a video game. You don't face the final boss right away – you build your skills gradually.
Navigating Big Media Markets
But what if you live in a major city like New York or Los Angeles? Isn't local media just as competitive there? Jason acknowledges the challenge but maintains his strategy:
"It's going to be a little tougher for you to break into Chicago or LA or New York, but still the same strategy."
His advice? Get even more granular:
• Pursue local podcasts, especially those with video components
• Gain on-screen experience in lower-pressure environments
• Remember: even big market local producers can be your gateway to national shows
Practical Tools for Media Success
Jason's book "Landing Local Media" isn't just theory – it's a practical guide filled with actionable steps:
• Building an effective press kit
• Crafting compelling pitches
• Preparing for interviews
• Maximizing post-interview opportunities
The Most Overlooked Aspect of Media Preparation
When asked about common mistakes authors make, Jason highlighted an often-overlooked factor: flexibility.
"Can you get off work? What if the local NBC affiliate calls you and wants you on the show tomorrow morning, can you get off work? Who's going to watch the kids and take them to school?"
His advice? Be ready at a moment's notice:
• Have flexible work arrangements
• Prepare childcare backup plans
• Keep a media-ready outfit pressed and ready
• Have book copies on hand
Remember: "Whoever says yes first is going to get the gig."
The Press Release Myth
Here's a surprising revelation: Jason hasn't sent a traditional press release in years. Why? Because they're outdated for authors. Instead, focus on:
• Personalized emails to producers
• Positioning yourself as an expert, not just an author with a new book
• Explaining why your expertise matters to their audience
As Jason puts it: "Your book is not news. Nobody cares that you wrote a book except your mom, you know, your neighbor, your colleagues at work. Nobody cares."
Harsh? Maybe. But it's the reality of media today. The key is to focus on the value you bring to their audience.
What We Learned About Landing Local Media
Jason Jones' insights flip the script on traditional book publicity. By starting local, you're not settling – you're strategically building a foundation for bigger opportunities. Remember:
1. Local relevance is your superpower
2. Experience trumps book sales for media opportunities
3. Flexibility and preparedness are crucial
4. Position yourself as an expert, not just an author
5. Focus on audience value, not your book's novelty
Ready to transform your book publicity strategy? Dive deeper into Jason's wisdom by checking out his book Landing Local Media. It's time to stop dreaming about national TV and start dominating your local media scene. Who knows? That local interview might just be your stepping stone to the big leagues.
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Resources
➡️ Gear & software recommendations for creators: https://livestreamuniverse.com/resources
Ross’ Links:
➡️ Ross Brand on Substack:
📚 100 Livestreaming & Digital Media Predictions, Volume 5 - book by Ross Brand: https://geni.us/100v5
📚 Video Podcasting Made Easy - book by Ross Brand & Kevin Kolbe: https://geni.us/vidpod
➡️ Livestream Universe website: https://livestreamuniverse.com
➡️ Executive BrandCast - podcast strategy & production services: https://executivebrandcast.com
➡️ For help with publishing your book, contact me at https://livestreamuniverse.com/contact
Dale L. Roberts
🎬 Main YouTube Channel: https://youtube.com/@dalelroberts
🎙️ Podcast Channel: https://youtube.com/@selfpubwithdale
📚 Networking for Authors: https://amzn.to/3C7pxDa
📚 Advertising for Books: https://amzn.to/40lK0OI
📚 Advanced Self-Publishing for Authors: https://amzn.to/3YpzdAt
📚 Self-Publishing for New Authors: https://amzn.to/40sz3eo
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