Book promotion opportunities worth waiting for.

Sometimes, book promotion efforts provide instant PR opportunities. For example, when I reach out to the media with story pitches via email, I can often snag media interview opportunities within minutes. A radio interview, which can be arranged very simply and easily (given the right topic and the right pitch and, generally, the right set of circumstances) can provide almost instant gratification for authors and publishers. It's quick to arrange, quick to air, and quick to result in book sales.

Now contrast that with, say, a newspaper interview which can be quickly booked but may result in delayed gratification. Gratification is still gratification, and we'll take it, since it's all part of how book promotion works. But sometimes that delay is enough to make a book publicist, who loves instant gratification as much as the next person, wince just a little bit.

Here's what happened. A client of mine, Gerald Kolpan (author of Ballantine's novel, Etta), was fortunate enough to score an interview with a reporter at The Oklahoman, a top newspaper with a daily circulation of 179,703, on June 10. Gerald, who diligently set up a Google Alert so he'd find that article and others, was disappointed to note that his interview (and, in fact, the whole article on the subject of Butch Cassidy and his sidekick, Sundance) had never made it into print.

And then -- how cool is this? -- Gerald found the article online. It quotes Gerald and mentions the title of his novel, Etta. So, finally, the time and effort he put into doing an interview for The Oklahoman has paid off.

Delayed gratification? You bet. But gratification? For certain. This book publicist is tickled to see Gerald Kolpan's interview finally has turned into an article with a major daily newspaper, and that wincing that I mentioned earlier? Well, it was real enough ... but it's turned into an ear-to-ear grin.

The lesson for authors and publishers? Book promotion opportunities are well worth garnering ... even if you have to wait a little while to see your efforts pay off.