Imagine launching your novel into the spotlight without spending a fortune on ads or a fancy PR firm. In this episode, we’re diving into how you can generate significant PR for yourself and your books, even if you’re a complete beginner.
We recently interviewed Christina Daves, a serial entrepreneur, award-winning inventor, bestselling author, publicity expert, mom, and wife. She helps authors “get visible.” You might say she stumbled into publicity.
How did you get started helping people with PR?
Christina: I’d owned a retail store for ten years and was completely burned out. I was in my mid-40s and thought, “Okay, I’m going to retire.” But entrepreneurs never really retire. While on vacation in Canada visiting my mom, I had a freak accident and broke my foot.
The doctor put me in one of those big, ugly medical boots. The next day, my husband and I were heading to New York. I thought, “I can’t go to the fashion capital of the world looking like this.” On the train, I started Googling “medical boot fashions” or “medical boot accessories,” expecting to find something in New York to make it look better. There was nothing out there. That’s when the light bulb went off. I always tease my poor husband, who’s married to an entrepreneur, because he knew what was coming next.
I invented a fashion line to make those ugly boots look better, turning a negative—”Oh, you broke your foot” into a positive “Oh, that’s so cute.” I didn’t fully realize that I’d created a product that didn’t exist before, carving out a whole new market space. We mortgaged our house and went all in.
This was before 3D printers or today’s tech made things easier. I wasn’t about to come home and tell my husband and kids, “Mommy lost the house.” With no money left for advertising or a PR firm, I had to figure it out myself, and I got pretty good at it.
In my first year, I landed in 50 media outlets, including big ones like the Steve Harvey Show and Fox. That visibility, reaching millions of viewers, kept my business alive. People learned about my product through publicity.
How did you start your PR business?
Jim: You found incredible success with that. At some point, you must have thought, “If I can do this with no prior experience, others can too.” Is that how your next business started?
Christina: It evolved differently. Entrepreneurs in my community started calling, asking, “Christina, how are you doing this? Can I pick your brain?” I ran out of free breakfasts and lunches to give away.
Then, at an expert event I attended for fun, people in breakout sessions kept saying, “You should start a business teaching this.” It was what I’d already done for myself. I reached out to media contacts and said, “Hey, can I interview you? I want to help people pitch you properly. It’s worked for me, but I’d love your insights.”
Every single person said yes. I interviewed a senior producer from Rachael Ray, someone from the Oprah Winfrey Show, Ronald Reagan’s publicist from back in the day, and other people I’d met or connected with. Those interviews gave me the credibility to move forward.
How would you define PR?
Christina: PR has changed so much with social media. It used to be like the Mad Men days of exclusive Rolodexes and media gatekeepers. Now, we can connect with anyone on Twitter (now called X). I got on Fox by tweeting an anchor, saying, “I loved your story about this product.” She replied, “Do you know any other products?” I said, “Yeah, I’ve got one.” That wouldn’t have been possible 10 or 15 years ago. The media is so accessible now.
If you’re new, find your dream media outlets where your customers are viewers. Follow those journalists on social media, share their work, and let them get to know you. Build a relationship before pitching. You could even suggest someone else. You might say, “I saw your story. Do you know John Smith from ABC Company? He’d be great for a follow-up.” They’ll appreciate you giving before asking.
Jim: I love that. It sounds like these journalists are hunting for the next great story. We often tell new authors that editors and agents aren’t adversaries. They’re thrilled to discover the next great voice. You’re saying the same applies to PR. They’re looking for that breakout story, even from someone unknown.
Christina: Exactly. It’s the breaking news they crave.
Thomas: It’s more than that. When I had a radio show, I needed stories to fill two hours every day. It wasn’t just hoping for the best; it was survival. On slow news days, the bar drops low. I’d take anyone halfway interesting. On busy days, it’s tougher. But journalists and radio hosts need you as much as you need them.
Christina: I’d argue they need us more. News today is 24/7, 365 on TV, Facebook, Twitter, live streams, and blogs. Every magazine has an online version with fresh content. If you provide valuable info, you become an asset to them.
How can authors craft a compelling story that will interest journalists?
Jim: So it starts with a good story. Your boot story was compelling. You help people craft their stories, so do you have any tips for our listeners?
Christina: It’s all about your “why.” If you haven’t read Simon Sinek’s Start With Why or seen his TED Talk, do it. Your story is why you wrote your book or started your business. No one does this for no reason. For me, it was feeling ugly in that boot. I’m not vain, but you notice everyone else in a boot and think, “We look terrible. How can we brighten this up?” Find your fire, your reason, and build your story around that. It’s what connects with people.
Is LinkedIn a good PR tool for authors?
Jim: You also talk about the power of LinkedIn. Authors rarely think it’s worth their time. Dispel that myth for us.
Christina: LinkedIn is incredible. It’s a business-to-business platform where people want to connect with other professionals. I love all social media, but LinkedIn is unique. Journalists are on LinkedIn or Twitter (now called X). If they’re not, they’re either not serious or so big they don’t need to hunt stories.
I use it for lead generation. I connect with people by saying, “Hey, I see you book speakers. Do you need this type?”
Read their profile and find out how you can help them. It’s business-focused and perfect for authors seeking media or business opportunities. I’ve had so much success that I’ve hired someone to help me manage it.
Thomas: It’s not for reaching tons of readers, but its power is in targeting a specific reporter, saying, “My book ties into your story. Can I help?” They might say, “Yes. Can you come on my show today?”
Christina: Spot on. It’s about relating, providing value, and building one-to-one connections.
Thomas: Now, let’s talk about a great one-to-many tool: HARO. What is it, and how can authors use it for media bookings?
Christina: I’m a huge fan of HARO (now called Source of Sources), and I’m one of their biggest success stories. I use it daily, blog for them, and got on the Steve Harvey Show (an Emmy-winning show with millions of viewers) because of it. Three times a day, Source of Sources sends queries from journalists seeking quotes, TV guests, or blog content. You can sign up as a source for free.
Christina: Don’t dismiss blogs because they boost SEO. I’ve landed Entrepreneur, Forbes, and more through the service.
Thomas: Blogs can “trade up the chain.” Big blogs source from smaller ones. A local blog story can snowball into a major outlet if you’re strategic.
Jim: You might think, “I’m not an expert,” but you’d be surprised what they need—you could be their go-to person.
Christina: It’s monotonous work but worth it. National media mentions make you credible to those who Google you before working with you. I once pitched a $40 billion credit union’s president. He Googled me, saw 14 pages of results, and called me in. That’s the power of this.
Thomas: It’s also how you get on Wikipedia. Media mentions determine notability there. A few big stories in the New York Times can secure your page, boosting your SEO for free.
Christina: I’m just getting a Wikipedia page now, with mentions from The Washington Post, Forbes, and more because of this work.
How can writers start pitching locally?
Jim: Many writers are introverts and think, “I can’t pitch national outlets.” But local publicity is easier. How can they start locally?
Christina: Local papers are gold. Google the editor of your local paper. Most of the time, they’ll answer the phone. Say, “I’m from [town], just launched a bestselling book, sold X copies.” They love local authors, so it’s an easy start.
Introvert or not, pick up the phone. If you don’t, someone else will.
I see top real estate agents lose out because they avoid visibility, while less skilled realtors thrive. You must do it if you’re good. My first video was awful, but now I’m on TV monthly. Practice builds confidence.
What advice do you have for a first live interview, like radio, versus a prerecorded one?
Christina: Start with podcasts. Find a new one in your niche to practice. I was a nervous wreck at first, chugging water between answers. You don’t want your debut to be on national TV; start local. If you mess up on national TV, you may not get a second chance. Practice your sound bites and give relevant, concise answers for the audience.
Thomas: Brevity is key for sound bites. Your writing skills can help cut the fluff. New podcasts are low-stakes and desperate for guests. They’ll book you fast.
What’s the main takeaway for authors wanting to do their own PR?
Christina: Don’t be afraid. The media needs you. Craft a good pitch, find the right journalist, write a hooky subject line, and go for it. No TV station ever says, “No new stories today.”
Thomas: Once you’re in, your local TV often gives you their card and says, “Call if something else comes up.” That first relationship is key.
How do novelists apply these techniques?
Thomas: Nonfiction ties to news easier, but what about romance or fiction?
Christina: Relate it to current events like a celebrity wedding mirroring your plot. Or pitch locally as an author. One client, a 70-year-old, wrote a book set in her town. A local 20-year-old illustrated it. They pitched their unique partnership and local tie-in, and it was great.
Jim: I’m a novelist, but shows rebook me because I discuss themes, not plots, in sound bites. If you practice with a partner, you’ll improve, and it snowballs from there.
Thomas: Attend events beat reporters cover like library festivals. Be the interesting story there, regardless of your book’s topic.
How can writers learn more about what you offer them?
Christina: Visit ChristinaDaves.com or YourPRChallenge.com, which is a 10-minute-a-day challenge. People are seeing crazy success just from it. Do the work. It’s not hard, and it works.
Featured Patron
Lucia’s Renaissance by C.L.R. Peterson (affiliate link)
A Novel of 16th-century Italy, by C.L.R. Peterson. Heresy is fatal in late Renaissance Italy, so only a suicidal zealot would so much as whisper the name of Martin Luther. But after Luther’s ideas ignite a young girl’s faith, she must choose–abandon her beliefs or risk her life in the turbulent world of late sixteenth-century Italy.
Related Episodes
