Archive for March, 2015

Writing a News Release

At this weekend’s Southern Breeze Springmingle 2015 in Decatur, Ga., I promised to post a sample news release. Below, is one I wrote for book publicist Mimi Schroeder at Max Communications when Pamela Bauer Bueller was releasing her book Splendid Isolation.

Need some extra help? Just email me: pjshaw@comcast.net. I’ve been a public relations director for the College of William & Mary, Vanderbilt University, and now Atlanta’s Holy Innocents’ Episcopal School (the largest Episcopal day school in the country). But of all public relations, helping authors remains my favorite.


Media Contact: Mimi Schroeder, APR                                          FOR IMMEDIATE RELEASE

MAX Communications



2009 Georgia Author of the Year

Shares Story of Jekyll Island Millionaires’ Club

‘Splendid Isolation’ is Rich Historical Fiction About Legendary Tycoons

ATLANTA—America has always had a love affair with the rich and powerful, and the new historical novel by award-winning author Pamela Bauer Mueller gives readers a glimpse into their opulent leisure hours.

Legendary U.S. business tycoons William K. Vanderbilt, J.P. Morgan, William Rockefeller, and others spring to glorious life in SPLENDID ISOLATION: The Jekyll Island Millionaires’ Club, the new historical novel by Pamela Bauer Mueller, a 2009 Georgia Author of the Year.

Mueller weaves a captivating tale about powerful financiers chasing the American entrepreneurial dream and then relaxing together, undisturbed, at their prestigious winter retreat in Jekyll Island, a getaway that in its heyday hosted clientele who controlled some one-sixth of the world’s wealth.

SPLENDID ISOLATION spans 54 years, from the Gilded Age to World War II, and is told through the voices of four longtime employees of the exclusive Jekyll Island Club, where the first families of finance gathered every year. There, on one of Georgia’s most beautiful sea-barrier islands, they could hunt, golf, play tennis, bicycle along sand-packed roadways, and ride horses—as well as dine at the elegant Jekyll Island Hotel, enjoy the north beaches, and stroll under live oak trees draped in Spanish moss.

Still, for all of its leisurely allure, the island hideaway became an important player in world events. Because so many of the world’s greatest minds, and bank accounts, came together there in virtual isolation for three months each year, history was made at Jekyll Island.

“The first transcontinental phone call took place in the Jekyll Island Club House,” explained Mueller. “President (William) McKinley planned his second election campaign while visiting Frederic Baker on the island, and the blueprint for the Federal Reserve Act was devised in secrecy there.

“By intertwining certain events with historical figures, and telling stories through the eyes of ladies and gentlemen who served them, I could give readers a peek into this fascinating past.”

In her sweeping saga, Mueller introducesan intriguing story line designed to bring a new understanding to this day and time, when the world could be changed by a handful of men’s after-dinner talks. Readers will discover the millionaires’ joys, tribulations, and deeply guarded secrets, and get a glimpse of the exclusive resort, with its Victorian clubhouse and mansion-sized cottages, through 16 pages of historical photos.

About the author:

Pamela Bauer Mueller is a native of North Bend, Oregon, a peaceful town by the sea, where Mueller remembers entertaining her siblings with stories about witches and magical creatures. She is a graduate of Lewis and Clark College in Portland.

Mueller has received accolades for her books Neptune’s Honor, An Angry Drum Echoed, and Aloha Crossing. Her books, published by Piñata Publishing, have also won numerous national awards, including the USA Book News Awards, Mom’s Choice Awards, and the Children’s Choice Award.

She was named a Georgia Author of the Year in 2006, 2008, and 2009.

Pamela Bauer Mueller is a resident of Jekyll Island who has planned for years to share with readers her island story about the America that once was, and the handful of men who shaped it for the ages.

Splendid Isolation: The Jekyll Island Millionaires’ Club

ISBN: 978-0-980916-30-0 / price / pages

Available through Amazon, Barnes and Noble and your favorite bookstore

Piñata Publishing



“Anyone approaching the island from the river is greeted by thousands of Spanish moss-draped ancient oak trees competing for space with the palmettos and magnolia trees. After the blinding light and heat of the coastal plain, it’s like waking up in another world. The circular turret of the imposing Club House, lit so that its cream brick glows against the dusk, is topped by a slip of a flag that ripples in the wind. Behind it, a picturesque windmill water tower rises before the dense pine forest. My eyes sweep over the dark brown shades of the monstrous old live oaks and their silvery curtains of moss. In the background I see some of the island’s seasonal mansions, referred to as “cottages” by their owners, and their perfect dark green velvet lawns. …A fairy scene opens out in wide prospect beyond. The foreground, south, west and north is one mass of verdure wall, dotted with semi-tropical plants and flowers. On the Atlantic side, the island is blessed with miles of wide, gently sloping white beaches. The grey-blue Atlantic Ocean glitters under the high sun, as if sprinkled with diamond dust.”


Read Full Post »

Selected Media in Atlanta

Neighbor Newspaper http://www.neighbornewspapers.com

Reporter Newspapers http://www.reporternewspapers.net

Atlanta Journal-Constitution http://www.myajc.com

WXIA-11Alive Atlanta & Company show: http://www.atlantaandcompany.com

Atlanta INtown magazine http://www.atlantaintownpaper.com

Esther Levine’s Book Atlanta Author Calendar. Bookatlanta@aol.com

Patch.com http://patch.com/georgia/decatur

Selected Book Review Sites & Resources

•Book Blogger Directory https://bookbloggerdirectory.wordpress.com

•BookLife for indie authors by Publishers Weekly


•Build Book Buzz http://buildbookbuzz.com/blog/

•Build Book Buzz handout of book review site resources


•Build Book Buzz informational handout


•Digital Book Today http://digitalbooktoday.com

•Goodreads https://www.goodreads.com/genres/childrens

•Kirkus Reviews https://www.kirkusreviews.com/book-reviews/childrens-books/

•PR Newswire: http://www.prnewswire.com

•The Indie Reviewers List http://www.theindieview.com/indie-reviewers/

•Write for Kids


•SCBWI http://www.scbwi.org/online-resources/

•Mimi Schroeder, APR, author publicity http://maxbookpr.com

•Peggy J. Shaw, Wren Cottage Writing & Editing pjshaw@comcast.net


Read Full Post »

Public Relations for Authors

Peggy J. Shaw—Springmingle 2015

Know Your Product

Know what you have to market. Is your book a picture book, YA, or a chapter book? What age range is your book for? And then decide who you’re marketing it to—librarians, teachers, everyday bloggers?

Know Your Target Audience for PR

Social media guru Peter Shankman says you can tweet all day long but if your audience is not on twitter you’re wasting your time. If you’re marketing your book to moms, find out the top mom reader blogs. Those are powerful today, and most book PR these days is online. See if the blogger will review or mention your book. Teachers? Don’t forget the school PR people or head librarians in your area. You might tie into something they’re doing and get an author visit. (I give a presentation called “My Life on the Street” about writing for Sesame Street, which I can tailor it to young children or adult writing groups such as American Pen Women.)

Know Your Message

Maybe this is the first picture book about the Civil Rights movement in Montgomery, Ala., like Hester Bass’s book Seeds of Freedom, about the integration of Huntsville, Alabama. Market that information. What makes your book unique? http://www.hesterbass.com Or maybe it’s historical fiction about Cleopatra’s daughter, as Vicky Alvear Shecter has written about: http://www.vickyalvearshecter.com/main/

Tie in With Something

Try to find a tie-in with your book. When I was an editor at Dalmatian Press, we began marketing the Elmo What Makes You Giggle? book well before the newest Tickle Me Elmo toy hit the market so the book and toy would have a better chance of being mentioned in the media together. We planned a book called “Love, Elmo” to coincide with Valentine’s Day. I noticed that Lynn Cullen’s new book Dear Mr. Washington was heavily reviewed around the time of Washington’s birthday Feb 16. (See review from School Library Journal from Feb. 10.) http://www.slj.com/2015/02/standards/curriculum-connections/lynn-cullens-dear-mr-washington-spotlight/

Working with Members of the Media

Do some research and identify some media people. Then find out what they need, and their deadlines. And have a few things ready, like a nice headshot of you, a photo of the cover of the book, and news release (media kit). Consider a service such as PR Newswire to get broader distribution of your news release.

Remember that much of PR is establishing relationships. For local media, face time can be beneficial. So if you can, drop by to see the editor of the community paper. Bring media kits. Be accurate, courteous, and available for interviews. Make sure they have your contact information and line up someone who would be willing to talk about your book.

If they use something about your book, thank them and re-use the link online.

Broadcast: Some authors go on TV shows, like “Atlanta & Company,” the noon show on the NBC affiliate in Atlanta, WXIA-11Alive. Is one of the TV stations in your area doing a noon show you can get on? Consider radio interviews. Here in Atlanta, the NPR stations are doing more talk radio.

Print: Is your paper still doing book reviews? The Atlanta Journal-Constitution still does some.

Online: Have an online presence for many reasons, one of which is to give the media a link to, say, your website. Most book PR is online now so look for good bloggers.Some sites are advertising based, but often bloggers are happy to interview you on their sites.

Posting items yourself: You can also post your own stories some places, like the community news site Patch.com and some TV outlets like WXIA-11Alive TV in Atlanta. So if you’re going to be doing a signing or an appearance at a book festival, do a short story and post it.

Remember other Media

Post your events on calendar listings, and consider booklists, like Esther Levine’s called “Book Atlanta.” For a small fee you can get listed on this author event list, which goes out to a large email list.


Find reviewers and bloggers who will be interested in interviewing you or writing about the book. Look for places that do reviews like Goodreads, Kirkus, the Self-Publishing Review, and BookLife at Publishers Weekly. And if you get them, post tidbits or the links on social media.

Utilize Social Media

Your online presence is important, so consider Facebook, twitter, LinkedIn, your own website, and a blog. Jane Yolen, author of Owl Moon and many other children’s books, posts daily on Facebook, and often on twitter, interesting, newsy shorts related to her books. She might talk about issues in publishing, other new books out, or conferences she’s traveling to, but the posts draw you back to her sites.

Keep your sites up to date. Make sure what you post is relevant, interesting and helpful. Jan Karon is posting tidbits on Facebook about how she started writing her Mitford series of books. Then she will mention work on her latest book. It keeps readers interested and on top of when a new Mitford book, or one of her children’s books, is coming out.

Ask people who “liked” your book to do a review on Amazon. Re-use. Post link on your Facebook page and twitter.

Use photos, and video is hot now. Even if it is a snippet of fun video of you at a book signing, you can use. Lynn Cullen recently posted a picture of some of her books at Target and commented that it never gets old hanging out with “old friends.”

And if you get mentions on other sites, such as Little Shop of Stories, re-use. Post links to those mentions, and re-post any photos. (Watch for times you may need to add a photo credit.)

Use Photos and Videos

If you’re at a launch party, a book-signing, or small street festival, have someone take a shot you can post on Facebook, twitter, your website, or your blog. I’ve had my picture taken with very young readers holding up their Sesame Street books at places like the children’s book festival in Savannah and the Decatur Book Fest.

Book Festivals and Other Events

Look opportunities to be on a panel at a book festival, or do a signing at a small event. If you have a Christmas book out—like The 12 Days of Christmas in Georgia by Susan Rossen Spain and Elizabeth O. Dulemba—small gift shops might like to have you beginning in November come on a Saturday to sign. SCBWI will soon be doing online book launch parties: http://www.scbwi.org/online-resources/book-launch-party-pages/

Think Outside the Box

Look for opportunities to sell yourself and the book. Author Carmen Deedy was planning a sequel to her book The Library Dragon, a few years ago, so I contacted Peachtree Publishers and asked if they would like to have the launch of the new book in our school library; they did, and we had a wonderful launch party. I got media coverage and re-used photos on social media. Carmen and Peachtree also used on their social media so we got wider coverage.

Join Professional Groups

Groups like SCBWI not only offer many resources but will put an announcement about a newly launched book on the listserv.Reach out to groups such as American Pen Women and see if they are interested in having a speaker. Look for opportunities to do something at the local library, schools, independent book shops, and Barnes & Noble (ask for the Community Relations manager). Take a book you can leave with them.

Get Help From a Professional

Professional PR people like Mimi Schroeder of MaxBooks PR help author to get publicity. You might want their guidance to help you get signings, submit work for awards, and produce good news releases.

Read Full Post »