A Publicity Assistant working at a book publishing company has an interesting, active job. The main responsibility of the individual is to work with the publicity director, helping him or her publicize new books as they come off the press. The Publicity Assistant works with the director doing a variety of jobs. One important area in which the assistant becomes involved is making sure that press and media lists are in order. Names and addresses of people who write book reviews, magazine and newspaper editors, television and radio producers, and other important individuals must be put on this list. As people that work in the different media change jobs frequently, the list must constantly be updated. The individual must also update lists of specialty reviewers, such as music reviewers, food editors, and craft editors.
Sending out review copies of books is another important duty. The Publicity Assistant must check with the publicity director to make sure which people on the list are to receive review copies. Those on the list who don’t receive a review copy usually receive either a press kit or a press release. Publicity Assistants must also make sure that review copies and press kits are sent to publications in the book trade. These copies must get to the publications in a timely fashion, as most magazines have tight deadlines. If the review copy is received too late, the review might not get into the current issue of the publication—or, even worse, might not get in at all.
When the Publicity Assistant sends review copies, he or she includes a release slip that indicates the release date of the book. A note requesting copies of the review if and when it appears is also usually included. In certain publishing companies the Publicity Assistant might develop a questionnaire for authors to answer. At other companies the assistant just sends the questionnaire or talks to and interviews authors who have written books for the company. In this way he or she can gather material for press releases. He or she usually asks the author about the availability of local publications, radio stations, and television stations. A press release with a local slant can then be prepared and sent out. Many assistants compile complete biographies on their authors, including all reviews of the book.
At times the Publicity Assistant may put together press kits for a new book. He or she includes a review copy, adds a news release about the book and some information on the author, and puts in a photograph of the writer or a picture of the book jacket. The Publicity Assistant may write press releases for new books or may just gather information and give it to the publicity director to write. The individual may also fill requests from media for information on authors.
As a Publicity Assistant, an individual works with the publicity director, trying to come up with interesting, unique ways to publicize the book. This might include anything from having interesting photos taken for newspaper placement to developing an angle that will help gain required publicity. The art of finding a hook or good angle for a press release is in locating some fact, or in some way presenting the material, such that an editor or talent coordinator is moved not merely to mention the book, but to develop an entire column. If an article about the book or an interview with the author gets national exposure, it will usually sell many thousands (if not tens of thousands) of additional books.
In certain book publishing houses Publicity Assistants submit books to organizations for awards or other prizes. The Pulitzer Prize is probably the most prestigious, but there are others. Obtaining an award or prize gains additional publicity and boosts book sales dramatically. Booking appearances on radio and television talk, variety, and news shows is yet another duty of the Publicity Assistant. While much of the contact work is done by the publicity director, the Publicity Assistant often sends out the press kits and review copies and makes call backs to talent coordinators in an effort to obtain talk show appearances that will plug the book. It is essential for the assistant to get to know as many talk show producers, executives, and talent coordinators as possible. A publicity person with these contacts will always be employable.
The Publicity Assistant is expected to accompany the author on a personal appearance tour to various cities. The Publicity Assistant helps arrange press conferences for authors. He or she might be required to book the room, arrange for the refreshments, send out invitations, call people to make sure that they are attending, and set up the room. The assistant might also help set up bookstore autograph sessions (at which the author meets with bookstore patrons and signs their copies of his or her book). The Publicity Assistant works closely with almost every department in the company. At one time or another he or she will probably deal with editors and people in the advertising, marketing, promotion, and sales departments. The assistant usually keeps the other departments informed about what the publicity department is planning for a new book release. In this way, all departments will supplement and bolster each other.
Annual earnings for Publicity Assistants working in publishing houses depend upon the size and location of the company. Salaries can start at $23,000 a year and may, in some positions in larger companies, reach $30,000 or more.
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