For authors, securing media coverage is a powerful way to build credibility, generate buzz, and increase book sales. While national press is a coveted goal, local media offers a more accessible and effective way to start gaining visibility. Your community wants to celebrate local success stories — so why not position yourself as one?
Local newspapers, TV stations, radio programs, and magazines are often eager to feature hometown authors, and their audiences tend to be highly engaged. Even better, local coverage can create momentum that leads to regional and national opportunities. Below are key strategies to successfully pitch local media as an author.
1. Know What Sets You Apart
Before reaching out to media outlets, take the time to define what makes you stand out. Journalists and producers receive numerous pitches, so having a creative hook will increase your chances of getting coverage.
Ask yourself:
- What is compelling about your book and your journey as an author?
- Do you have a personal connection to your hometown that makes your story newsworthy?
- Does your book align with a current event, local interest, or timely trend?
Your story matters as much as your book. Whether you’ve overcome obstacles to become a published author, have a fascinating research process, or are writing about a topic with local relevance, use these angles to craft a pitch that captures attention.
2. Understand Your Audience
Local media outlets serve specific communities, and understanding their audience will help you tailor your pitch effectively. Research the types of stories they cover and the demographics they target. A community newspaper might focus on human-interest stories, while a city magazine may highlight cultural events or successful entrepreneurs.
Consider:
- What topics does the media outlet frequently cover?
- Who is their readership or viewership?
- How does your book or your story align with their content?
When pitching, emphasize how your book contributes to or resonates with the local audience. If your novel is set in your town or your nonfiction book explores a local issue, highlight this connection.
3. Build Relationships with Local Bookstores
Local bookstores are excellent partners for authors. Many have dedicated sections for local authors, and they may be willing to carry your book even if it’s self-published or print-on-demand. Some may also host author events, book signings, or readings.
To engage bookstores:
- Visit local independent bookstores and introduce yourself.
- Ask if they have a local author section and see if your book can be included.
- Offer to do a stock signing — autographed books are a great selling point.
- Propose a small book event, such as a reading or Q and A session, and be ready to give an estimate of how many guests you can encourage to attend.
Establishing a relationship with bookstore owners and staff can also open the door to additional media opportunities, as bookstores are often contacted for recommendations by local journalists.
4. Expand Your Definition of “Local”
Don’t limit your outreach to just the city or town where you currently live. You likely have multiple “local” connections that can work in your favor.
Think about:
- Where you were born or grew up
- Where you went to school (high school, college, grad school)
- Towns where you’ve lived or worked
- Places that are thematically relevant to your book’s subject
Many universities have alumni magazines that feature the accomplishments of graduates, and they may also have connections to school radio stations, newsletters, or speaking opportunities. If your alma mater has a robust author community, you may even be able to do a book signing or guest lecture.
5. Tailor Your Pitch for TV, Radio, and Print Media
When pitching media outlets, personalize your outreach to fit the format. Each medium — TV, radio, and print — has different requirements and storytelling approaches.
For TV and radio interviews:
- Keep your pitch short and engaging. Producers are looking for segments that will be entertaining and visually or audibly compelling.
- Suggest a specific segment idea. For example, focus on a chapter within your book that can translate well to an interview rather than trying to summarize the whole book in just a few minutes.
- Be prepared to speak concisely. TV and radio segments are often brief (four to seven minutes is common), so practice delivering your key messages in 15- to 30-second soundbites.
For print media like newspapers, magazines, or online publications:
- Offer a compelling angle beyond just “local author releases a book.” Connect your story to a larger trend or unique aspect of your book.
- Provide strong visuals. If you are pitching a feature story, include high-quality images of yourself and your book cover.
- Offer to write a guest article. Many publications welcome first-person pieces from authors.
6. Utilize Local Event Calendars
Many local publications and online platforms have event calendars where you can submit details about upcoming book signings, readings, or workshops. Getting listed in these calendars helps boost visibility and can drive foot traffic to your event.
Submit to:
- Local newspapers and magazines
- Library and bookstore websites
- Community event boards
- Social media event pages (especially Facebook community groups)
7. Think Outside the Box for Events
Traditional bookstore signings are great, but there are many other creative ways to engage with readers and local media. Consider venues that align with your book’s themes or that naturally draw your target audience.
Some ideas include:
- Coffee shops — host a cozy reading and discussion session.
- Libraries — offer a free author talk or writing workshop.
- Museums or cultural centers — if your book ties into history, art, or local culture, pitch an event to these institutions.
- Schools or universities — if your book is relevant to students or educators, offer a guest lecture or classroom reading.
- Festivals and farmers markets — set up a booth or participate in panel discussions.
If your event is truly original, it could also become a story in itself, increasing your chances of earning media coverage.
While national press is a long-term goal, local media can be an invaluable stepping stone in building your author platform. By tapping into hometown pride and forming relationships with local media, you can create meaningful buzz for your book — and lay the groundwork for even bigger opportunities.
