This question came from one of our tribe and delighted to be able to say, “NO!” — With qualifications, of course…

Granted, if your book came out a year ago, you won’t want to be sending out a press release that screams, “New Release.” Lying to the media isn’t a great start to building a relationship. But there are plenty of media-savvy authors and publicists that can continue to garner press long after that book releases. Here are just five ways:

1. Send a release out on your next book signing. Depending on the book store, they may help you with that, and even give you the top media people to reach. Or contact your local library about their events calendar. There may be a chance to help them promote a community event or book club announcement, while helping you promote your work, too.

2. Are you speaking or appearing anywhere of note to media? Tell them about that. It can be as little as your appearance at the local Rotary Club or being on a panel at a women’s conference or book festival.

3. Are you (or can you be) tied into a charity event? Promotions that also benefit favorite local charities are all the rage; you get to help someone in need and oh, by the way, let me tell you about my book and how a portion of the proceeds will benefit XYZ…

4. Is a prevalent subject/theme in your book making headlines? In example, if you’ve written the definitive guide to Obama-Care, even if it came out three months ago, it’s still a hot topic of conversation. If your book takes place in the days of pirates and there’s a pirate festival in your town, well aren’t you the perfect person to give the media an insider look at pirates?

5. Have you yourself done something noteworthy to attract press attention? We do this with authors a LOT. If they have a cool idea they’ve made work (recent examples include having book parties and cooping a local author event), then we’ll shout it from thousands of rooftops, too. The books themselves may not be the focus, but the authors are, and their books are mentioned and linked in the process.

Engaging media this way can have a snowball effect on your P.R., too. In one instance I was asked to do a signing and demo at a bookstore for a book I’d only been a small part of  (You Can Do It – conceived of by United Flt. 93 heroine Lauren Catuzzi Grandcolas), whose proceeds also benefited charity. My role in the book was one short chapter (How to Beat the Boys at Pool), which of course had nothing to do with 9-11 or charity. But each of us mentors volunteered to do signings around the country to support the book’s efforts.

Result: The bookstore brought in press; a local women’s organization called to see if I’d do an event just for them; a newspaper piece led to a local TV morning show appearance, which led to more contacts, signings for my own books, and so on…

Just keep in mind that the media doesn’t owe you a story on you or your book. Their obligation is to provide their readers with NEWS. Give them news, whether facts or human interest that will appeal to their readership, and you’ll both win!

Tell us how you’ve successfully scored an interview or news story with your comment below!