Advertisments

Feature

Rocks-DeHart Keeps Rolling Along

Book Publicity Firm Helps "Dummies" Books Reach 100 Million Mark; Offer Tips for "Smart" Publishers Everywhere

By Jim Barnes

Celia helps her clients achieve success by positioning them as experts in their respective fields. Books are one of the tools she uses to generate excitement and urgency, getting the authors into print and on the air. With partner Dottie DeHart, Rocks has grown the company into one of this country's foremost book publicity firms. Since 1993, they've worked with hundreds of authors and publishers, brought their books to the attention of the reading public, and turned many of them into bestsellers.

"Dottie and I started this business in a small one-room office," says company founder Celia Rocks. "We would pitch the media sitting across from each other using two small desks; and we would put press packages together by the thousands sitting cross-legged on the floor." Eight strategic years later, the firm today boosts big name clients, such as NYC-based IDG Books (known for the Dummies series of books, which recently hit the 100 million in print mark), and AAA Travel Worldwide. "It's staggering how things have changed," says Rocks.

There's another recent development that will change the nature of the PR firm, one that should give the company a whole new outlook on book promotion and reinforce their feel for the pulse of the book publishing industry. Celia Rocks is about to release her own book: Organizing the Good Life: A Path to Joyful Simplicity-Home to Work & Back, and she says she did it partly so she could experience the publishing process firsthand.

"I wanted to understand the entire project from the author's standpoint. I wanted to know the entire process inside and out, and know what needs must be met for it all to work. I wanted to be able to say, 'So this is what an author feels like.' It was a very humbling experience."

"I now know just how difficult publishing can be, and how easy it is to get burned out. You really have to pace yourself, both financially and emotionally. I learned that it takes a lot of people with a lot of know-how to publish a book, and I now know how important it is to pick people that are the best at what they do. Don't think you know it all-find the right experts to do the things you can't do. I also learned not to get bogged down in the details-you've got to keep things moving along-sometimes you just have to believe your best is good enough, and move on."

Rocks recalls how one of her early career aspirations was to become a concierge "at the world's finest hotel," and thinks she would have been great at it. "When we start doing PR with someone, it's like we become their hostess, and take care of everything, every little detail." She now knows better than ever just what those little details are. The Rocks-DeHart team is in tune with today's media environment. "We know what captures the attention of editors and the public," says DeHart, "and we're able to find the newsworthy angles for our clients-no matter who they are, we have a knack for uncovering their story. I believe clients find us and keep coming back because they have learned firsthand that our reputation for delivering results is second to none."

"We are online and in tune with the pulse of the world," says Rocks. "But we never forget that effective public relations is all about reaching out to people. No matter where the job takes us, we always add that personal touch. And that, we believe, makes all the difference in the world."

In the past two years, Rocks-DeHart's clients have enjoyed regional and national exposure in women's, health, consumer, business and many industry trade publications. They have placed articles for clients in The New York Times, Fortune Magazine, Wall Street Journal, USA Today, Associated Press Worldwide, Cosmopolitan, TV Guide, and many more. Their clients have also received broadcast coverage on National Public Radio, Fox, CNN, CNBC, Oprah, National PBS, and ABC News.

Here are the three most commonly asked questions about book PR:

When is the best time to hire a publicist? As soon as you realize you need more exposure. Magazines have long lead times and if your strategy is to get excerpts printed, you'll want to start early so that national media placements can hit during the right season. A good publicist will take advantage of the early start. If your book is already out and you're hiring a publicist because of its proven potential, you and your publicist will develop a strategy somewhat different from a "new release" pitch.

Why can't my publisher handle the project for me? Publishers have a staff of publicists, but they may have many titles to promote all at once. If you want the best chance at great results, it is best to have one person dedicated to your book. Your personal publicist will capitalize on every media opportunity for your book so that you get the exposure you need in order to get off to a great start. The goal is for people to read about your book, remember it and buy it. This can best be accomplished by a professional publicist, and nothing can take the place of an experienced media expert who is focused on your project. In order to be as successful as possible, you need a team of experts working for you.

Is there ever a time when I don't need my own publicist? Not really. Even the most well-known authors maintain their own publicists. How do you think they became so successful? A professional publicist is probably in the picture somewhere.

Rocks-DeHart have brought hundreds of books to the attention of the reading public...and turned them into bestsellers! Here's how they do it:

* Brainstorming sessions with your team

* Media list development for each title and for overall branding pitch

* Early placement of media in national magazines to coincide with launch date

* Copywriting an outstanding press kit for each title

* Developing targeted cover letters with specific pitches as needed

* Distribution of materials (we will handle from our office)

* One-on-one pitching to syndicated newspaper writers, magazines, national TV

* Coordinating all interviews

* Working directly with you and providing on-going reports

* Maintaining news bureau - a proactive clearinghouse for media bookings and requests

The Principals:

Dottie DeHart is a seasoned team player who will serve as a strong media contact for broadcast and print media inquiries. Dottie identifies and analyzes communications needs, develops and implements communications strategies, and plans activities. She also develops and nurtures our media contacts so that we create lasting relationships. Dottie runs the news bureau, develops story ideas and works one-on-one with key media contacts. Dottie holds a Master's Degree in Political Science.

Celia Rocks brings her own unique brand of resourcefulness and creativity to her public relations endeavors. Drawing on her 20 years of experience in the communications field, Celia's skill in marketing products, concepts, and ideas to worldwide audiences is enhanced by her bilingual (Spanish) ability and her multi-cultural orientation. Celia was an account supervisor and media specialist for Burson-Marsteller, the largest public relations firm in the world, and before that she was a producer for both Public Broadcasting and a CBS affiliate. Ten Most Common Mistakes People Make When Doing Book Publicity

By Dottie DeHart and Celia Rocks of Rocks-DeHart Public Relations

1. Thinking they're going to start out on Oprah. Sorry . . . unless you get unbelievably lucky and all the planets line up, you won't get that coveted booking right away. Oprah is your final stop, not your first one! PR is cumulative, which is why you should never pass up any opportunity, no matter how insignificant it seems. I had a client who reluctantly agreed to do a small book signing. But afterward, he was very, very glad. There were only 8 or 9 people in the audience . . . but one of them was a New York Times reporter!

2. Not planning far enough in advance. Do not send out a press release about your Christmas book at the end of November and expect it to get any coverage. By then, most syndicated columnists have had their holiday articles written for at least two months. Be early with your publicity, not late! Strange as it may seem, you should be planning and writing your Christmas release when the rest of the world is planning their July 4th picnics!

3. Publicizing the fact that you have a book rather than focusing on its content. Your press release should always feature interesting tips from your book. Editors need timely information that's fascinating and/or useful to their readers. Give it to them. While the fact that you've written a book is big news to you, in and of itself that does not make a good story. Think like an editor!

4. Missing opportunities to tie into newsworthy events. Don't overlook obvious angles, such as holidays, current business news or hot social topics. And remember, editors always appreciate unique twists on the same old story. So don't go the expected route. I have a client who wrote a book about how fulfilling life can be for single women. So we sent out a release linking it to Valentine's Day. The story? How to have great "hearts & flowers" day without a man.

5. Being uncooperative with reporters/editors. Remember, these people invented the word "deadline." Return their calls immediately or they will look for another source. Send all materials promptly and include a press release with the book. And if a reporter or editor leaves a voice mail asking for a book, call and let her know it's on the way. Always look for ways to build relationships.

6. Being rigid about your pitch and/or target audience. No matter how great you think your idea is, if you see it isn't booking media, go back to the drawing board. Be able to turn on a dime with a freshly written release.

7. Overlooking secondary niche markets. Let's say you have a book on parenting. National parenting magazines and family/parenting writers at the dailies would be your natural target. However, don't overlook religious and education pubs; there may be something in your book that appeals to them. And by the way, don't expect them to "bite" with the same release you're using for national parenting mags-create a release specifically for their audience.

8. Failing to familiarize yourself with the pubs you're courting. Take the time to learn who writes about what, and just as important, what they don't write about it. Watch bylines carefully, as you may find great contacts who are not listed in traditional media sources.

9. Spending lots of money on galleys. Unless you are a very well-known author, many publications will not be interested in your galleys. In fact, fewer and fewer pubs are willing to work from galley copies at all. Find out which ones are and print galleys for these folks.

10. Failing to nurture freelancer relationships. With the economy limping along, increasingly large numbers of editors are being laid off. As a result, magazines and newspapers are more dependent than ever on freelancers. Treat them with the same courtesy and respect that you do long-time editors.