All The Women In My Family Sing

A Media Relations Campaign Case Study

01. Campaign Overview

Christine Bronstein of Nothing But the Truth Publishing hired Farrow Communications to promote the release of the new book All The Women in My Family Sing. The main goal of this campaign was to secure book reviews, article placements, and author interviews. This kind of media attention both raises book sales (as consumers are directed to the Amazon link) and improves SEO (when the book’s web link or name is mentioned on other sites, it raises the Google Rank.)

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Client: Christine Bronstein / Deborah Santana
Services: Media Relations & Book Review

02. Client Info

This new anthology from Nothing But The Truth Publishing, LLC is a vital collection of prose and poetry documenting the experiences of women of color at the dawn of the twenty-first century. Sixty-nine authors, including America Fererra and Samina Ali, lend their voices to broaden cross-cultural understanding and to build bridges to each others’ histories and daily experiences of life.

All The Women In My Family Sing is monumental and timely as human rights and justice are being challenged around the world. It is a watershed title that is both written and published entirely by women of color, including the editing, book cover design, and promotions. Their vision is to empower underrepresented voices and to impact the world of book publishing in America — particularly important in an industry that considerably lacks diversity.

03. Campaign Results

In the course of this 10-month campaign, we secured a total of 60 media placements (17 radio interviews, 40 print features, and 3 TV interviews.) These placements included huge outlets like Ms. Magazine, Reader’s Digest, and Bust; giant newspapers like the San Francisco Chronicle and the Houston Chronicle; relevant magazines and radio shows (Color Magazine and Cross Currents) and NBC TV affiliates in Boston and Tampa.

To see all the media placements we secured for the All The Women In My Family Sing campaign, click on the button below.

04. What We Did

For this campaign, we built a media list of over 5000 contacts on the national and local level in radio, print, and TV. These media contacts were selected based on their geographic location and subject matter. We choose TV/radio producers, and journalists covering diversity, race, social issues, and female empowerment. We also targeted bloggers and social media influencers that do book reviews.

Media Contact List Example

The story was angled in a variety of different ways to appeal to each media type. For radio and TV we pitched Deborah as a thought-leader speaking out on diversity and social issues. For print outlets, the pitch was an explicit request for book reviews.

To get these stories in front of the media, we reached out through several channels of communication. We sent HTML e-blasts, we created and sent physical Media Mailers, we pitched by phone and individualized email, and we also reached out on social media.

Here are a few of the headlines and pitches we wrote for this campaign:

Real Life Example of Our Physical Media Mailers and Digital Media Experience

05. Why This Campaign Worked

One reason this campaign was so successful, is because we angled the story to fit in with current events. Rather than just giving a synopsis of the book and asking for a review, we incorporated specific stories that tied into trending news like the #metoo movement, and for upcoming events like National Women’s Month and Mother’s Day. These timelines created an urgency to book.

Each pitch had a specific request and call to action: either to book Deborah Santana for an interview, to include the book on a reading list, or to request a copy of the book to review.

06. What The Client Said

“Farrow Communications helped promote the release of the anthology I edited. They worked hard to get my voice and message right on the pitch and they sent the story to the right audience. In addition to securing numerous book reviews on blogs and radio interviews, they also secured features in huge outlets like NPR, Bust Magazine, and Ms. Magazine. I definitely recommend their services to anyone promoting a book.”

– Deborah Santana (author and editor of All the Women in My Family Sing)

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