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In the 'old days,' there was a specific formula to book promotion. A no-holds barred author tour was the answer where the author would go for a winning mixture of television, radio, print and book signings. It was a hold-nothing-back author tour where the writer would 'appear' in a given city and get some combination of heavyweight radio, TV, book-signing and newspaper coverage. When the author left that city, residents knew his or her name and the name of their newly-released title. So!is this kind of intense media blitz still realistic today? The answer is, 'it depends.' Depends? If you have the right public relations firm following the right guidelines, then success is almost guaranteed. But if you have the wrong PR firm!then it really is a crap shoot. Marsha Friedman, Founder of Event Management Services, a national public relations firm says " Like most important things, there are rules to this game!rules you can insist your PR firm follow." Let's let Marsha share with us her top 5 tips to ensuring a successful author tour!

1. 'Anchor' each city with at least one interview on a major network TV affiliate. Marsha Friedman says, "This is where the PR 'rubber meets the road': If a major network affiliate show can't be landed, there's limited value in that market when you consider the time and money you have to invest in the trip. Just cancel that city and move onto the next."

2. Secure at least 2-3 media appearances within two days. This is yet another important part about whether or not to go into a city when you are on tour. Friedman adds, "The whole point here is to get you to reach a sort of media 'critical mass' when appearances on different media come together over a day or two, you have a nice shot at becoming a kind of household name in that city."

3. Schedule at least one book signing. This will guarantee availability of your book in that city. Plus book signings always generate the kind of excitement and promotion that might otherwise cost you a small fortune. Marsha Friedman adds, "Finally, you can get some synergy working for you when you mention the book signing on your local radio, TV or newspaper appearances." 4. When you visit a city, in your spare time check out the local retail outlets for books. Unless your PR agency is an absolute wizard, you're going to have some down time in a given city. Got an extra hour, then check out a local book store. Marsha Friedman adds, "Your books on the shelves? Offer to autograph them! Are you books not on the shelf? Then offer to do a book signing!"

5. Generate local word-of-mouth with speaking engagements. Here's another way to take full advantage of those hours after you do that interview on the six am morning news: Arrange speaking engagements at the local library, Church, Chamber of Commerce or professional affiliations these groups are usually clamoring for interesting speakers - especially those with a hot new book that's just been released! Gearing Yourself Up to Be a Promoter! When you started off as a writer you probably never knew that you would also have to become a bit of a promoter as well! To be honest, promoting is something that you really need to do as an author in order to ensure that your book doesn't get lost amongst the 300,000 published every year! With an author tour, you really need to get promoting and make sure that you make every media appearance and book signing count!

So as you can see, author tours are a fabulous way to get the word out about your book and drive sales. Just make sure that whomever you use to schedule them follows the 5 tips above! If you would like to learn more about gaining national media exposure for your company, product or service, without the financial burden of monthly retainers, Marsha is available to be of service . Feel free to contact her directly at mfriedman@emsincorporated.com or visit her firm online at http://www.emsincorporated.com. As a PR expert Marsha has the ability to get the media attention that you desire without monthly retainers .

Marsha Friedman has been a leading authority on public relations for nearly two decades as CEO of Event Management Services, Inc (EMSI). If you would like to receive her free Ebook "How to Be a Great Talk Radio Guest" visit http://www.emsincorporated.com.