If you want a best-selling book, you need a killer book publicity media list. Here are 7 tips for building one that will take you to the top.

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Book publicity is one of the most cost-effective ways to get widespread exposure for your book.

I’ve seen firsthand the impact it can have on book sales.

My first two books were published before social media existed, so promotion options were limited to paid advertising, public speaking, and publicity – news media exposure.

The first book sold out its press run thanks to book publicity that included national TV, radio, magazine, and newspaper interviews. That publicity generated a steady stream of paid speaking engagements that not only helped me earn more from the book, they also sold more books.

The second book went through three press runs on the strength of publicity alone.

No tweets.

No posts.

No shares.

Just news media attention in the form of interviews and articles I wrote about topics covered in the book.

Publicity helps your book get discovered

This is why you see successful authors interviewed on network TV morning news programs, in newspaper and magazine articles, and on podcasts. Publicity helps your book get discovered by potential readers.

With book marketing, discoverability is everything. People can’t buy your book if they don’t know about it.

Publicity contributes to that discoverability.

And savvy authors know that. They continually “pitch” book-related article and segment ideas to the right gatekeepers at the media outlets that will help them reach their ideal readers.

Options for pitching article or segment ideas

When it comes to this “I’ve got an idea you’ll like” type of media outreach, you have three options:

1. Pay a book publicist to do it for you. This is expensive enough that most authors can’t afford it.
2. Use a press release distribution service. This is an effective tactic for certain situations. It’s far less expensive than a good publicist.
3. Create a custom media list. This small list focuses on media outlets that do the best job of reaching your target audience.

For many, the third option, building your own small list, makes the most sense. And, the more you know about your audience, the better able you are to see the wisdom in this approach.

Here are just a few of the many types of books where this is a natural fit:

• Regional (guidebook, local history, regional culture)
• Nonfiction for specific market segment (for example, upcycling, small retail marketing, urban gardening, and so on)
• Niche fiction (bizarro, solar punk, magical cats, etc.)

In each case, you can identify specific media outlets that will help you zero in on your ideal readers.

I often advise authors to identify and focus on the 10 media outlets that do the best job of reaching your target audience. Research what they publish/air, brainstorm how you can best contribute to their content, identify the right contacts at each, and pitch relevant ideas to them. Repeatedly.

You don’t have to limit your options to 10, of course. But that’s a manageable starting point for most.

7 tips for crafting a book publicity media list

Where do you start?

Here are seven tips that will help you craft a media list you can use to get news about your book in front of your target audience.

1. Start locally.

Local media outlets are often the most receptive to relevant pitches. They also provide the experience and practice you might need before pitching national media.

Write down the local media outlets you believe are most likely to give you publicity, then visit the website of each.

Most provide contact information for reporters (print), producers (radio and TV talk shows), assignment editors (TV news), news directors (radio news), and news personalities (TV news).

If you can’t find what you need online, call.

2. Turn your favorite AI tool into your assistant publicist.

I especially like Perplexity for this.

Whatever tool you use, provide context in your prompt. State your desired end result before asking for specific information.

Let’s say your book is about how to be more sustainable in every day life. The specifics for your prompt could include asking for 10 podcasts that could be interested in how to live a lifestyle that embraces sustainability, plus names and email addresses for contacts at each.

Or, for a book on supply chain and logistics, you might want names of the five top media outlets covering that topic plus editor email addresses.

Know what you want, then write a prompt that helps the tool deliver it.

3. Use the Google.

Google searches can help you identify media outlets, bloggers, and podcasts that might influence your audience.

Are you writing a tip sheet about how to host a Galentine’s Day dinner for single mom friends because your novel’s protagonist is a single mom? Google will help you find single mom bloggers to send it to.

Set up Google and Talkwalker Alerts for your book’s topic to help you identify individuals who report on it.

Find and add their contact information to your database as the alerts come in.

4. Go online.

Use the Radio-Locator database to get contact information for radio drive time or talk shows.

After deciding who is the best contact at a daily newspaper (fashion? food? religion? business?), use the Directory of U.S. Newspapers in American Libraries to help build your list.

You can also often find contact information for key journalists on each media outlet’s website. Newspapers are particularly good at this; consumer magazines can be hit or miss.

Want to be a podcast guest? Your best bet is a Google or AI tool search for those focused on the topic you’re pitching, but there are online podcast directories, too. (And Google will help you find them.)

5. Pick favorites.

Identify the 10 to 12 media outlets that have the greatest potential to influence your book’s success, and study each one to make sure you know exactly where your information will fit.

That knowledge will help you determine your best contact at that media outlet. It will also help you craft the best pitch possible.

6. Gather both e-mail addresses and social media account profiles.

You’ll use them differently, but you’ll want to have both.

E-mail is the best option for delivering full-blown pitches or press releases, while engaging on social media will help you build relationships.

When you have the names of the journalists you want to reach, search for them on social media, particularly X/Twitter and LinkedIn.

7. Log contact information in a spreadsheet or Word table.

Add columns for the:

• Outlet
• Journalist you should contact
• E-mail address
• Social media account ID
• Outlet category (podcast, radio, TV, blog, magazine, etc.)
• Background notes

Fill it in as you gather names and addresses.

Use and reuse

Build your own media list so you can use it repeatedly. Use it to stay in touch with so you are top of mind when reporters are looking for qualified sources.

Be sure to leverage the list by creating a plan for staying in touch with the journalists regularly. Your publicity plan might include:

• Sending a press release when you have news to announce
• Creating tip sheets offering helpful and relevant tips and advice
• Pitching timely story or segment ideas to individual journalists

Get all the templates for pitch letters, press releases, and other documents you’ll send to the media and use in your online press kit in Build Book Buzz Publicity Forms & Templates, created just for authors.

Update your list every six months so you’re always sending your pitch or news to the right person.

Continually listen to the podcasts, watch the talk shows you’re targeting, or read the print outlets on your list so that you know what types of content they use. Your goal is to always offer content that’s relevant to their viewers and readers.

Provide appropriate content and ideas to the right people consistently and persistently, and your efforts with your new media list will pay off.

Quick tip for using your book publicity media list

Frequently asked questions about building a book publicity media list

1. How big should my media list be?

Quality matters more than quantity. Start with 8–12 outlets that reach your target readers. It’s better to pitch the right people repeatedly than to scatter pitches to dozens who aren’t a good fit.

2. How often should I update my media list?

At least every six months. Media contacts change jobs frequently, and keeping your list current ensures your pitches don’t bounce or go to the wrong person.

3. Do I need a publicist if I have my own media list?

Not necessarily. A focused, well-researched list gives you the same targeting ability a publicist uses. The difference is that you’ll do the pitching yourself instead of paying someone else to do it.

4. Should I pitch by email or social media?

Use email for pitches and press releases. Social media is better for building relationships with journalists by engaging with their posts, commenting thoughtfully, and staying visible.

5. What’s the best way to organize my media list?

Use a simple spreadsheet or Word table with columns for the outlet, contact name, email, social media handles, outlet type (podcast, radio, blog, etc.), and background notes. This keeps everything in one place and makes updating easy.

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What’s your best tip for building a media list for book publicity?

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(Editor’s note: This article was published in September 2019. It is updated and expanded.)