Media, PR & Podcast Outreach: Getting Your Book in Front of Someone Else's Audience

Every other marketing tactic in this guide puts you in front of people through your own channels — your email list, your social media, your Amazon listing. Media coverage is different. When a podcast host interviews you, a journalist writes about your book, or a blogger features it, they're introducing you to their audience through a voice those people already trust.

That borrowed credibility is worth far more than the same number of impressions from an ad. A listener who hears a podcast host they've followed for years say "you need to read this book" will act on that recommendation at a rate no advertisement can match. A local newspaper feature puts your book in front of community members who've never heard of you, positioned not as self-promotion but as news.

Media coverage is also cumulative. Each feature builds your credibility for the next pitch. A first-time author with no press history has to earn their first placement through the quality of their pitch alone. An author who can reference three podcast appearances, a newspaper feature, and a blog placement closes pitches far more easily.

This guide covers how to build a media strategy that generates real placements — starting with the most accessible opportunities and building toward larger ones over time.

Start With Podcasts

Podcasts are the most accessible, most scalable, and most underused media opportunity for authors. There are over four million active podcasts, many of them actively looking for knowledgeable, articulate guests. Unlike print journalists who face strict editorial gatekeeping, most podcast hosts book their own guests and respond directly to pitches. Unlike TV, podcasts require no travel and no professional hair and makeup. Unlike newspapers, you get 30–60 minutes to tell your story rather than a paragraph.

The podcasts that move books are not necessarily the largest ones. A podcast with 2,000 listeners who are all exactly your ideal reader will outsell a general-interest podcast with 200,000 listeners by a wide margin. Specificity of audience is more important than size of audience.

Finding the Right Podcasts

  • Search by topic, not by "book" podcasts: Instead of looking only for book review podcasts, search for shows covering the topics, themes, and communities your book addresses. A book about pioneer women might pitch a Church history podcast, a women's spirituality podcast, a Utah history podcast, and a genealogy podcast — none of which are primarily about books, all of which serve exactly your reader
  • Search Apple Podcasts, Spotify, and Google Podcasts using keywords from your book's subject matter. Browse the shows that come up and note which ones feature guest interviews (not all do)
  • Look at what podcasts comparable authors have appeared on: Search "[Author Name] podcast" or "[Author Name] interview" and see what comes up. If a podcast had them, they might have you
  • Listen before you pitch: Listen to at least one full episode of any podcast you plan to pitch. This lets you reference specific episodes in your pitch, personalize your angle, and confirm the show is actually a fit before investing time in the outreach
  • Check episode frequency and recency: A show that hasn't published in six months may be on hiatus. Target active shows publishing at least monthly

LDS and Faith-Based Podcasts Worth Knowing

For Cedar Fort authors, this ecosystem of faith-based and LDS-specific podcasts is often the highest-converting media category — because the audience is already your reader:

  • Faith-based women's lifestyle and spirituality podcasts
  • Church history and Come Follow Me discussion podcasts
  • LDS parenting and family podcasts
  • Christian self-help and personal development podcasts
  • Latter-day Saint culture and community podcasts
  • LDS author interview and book discussion podcasts
  • Homeschool and family education podcasts (particularly for children's book authors)

Search these categories on any podcast platform to build your specific list. New podcasts in these niches launch regularly, so search fresh each time you begin a new outreach campaign.

How to Pitch a Podcast

Most podcast hosts receive more pitches than they can accommodate. A pitch that stands out is personal, specific, and framed around the host's audience rather than the author's book.

What to include in your pitch:

  1. A personalized opening: Reference a specific episode you listened to and what you found valuable. One genuine sentence here separates you from 80% of generic pitches
  2. Who you are in one sentence: Your name, what you write, and your most relevant credential or connection to the show's audience
  3. What you'd talk about: Not "I'd love to come on and talk about my book." Instead, offer two or three specific episode angles or topics you could speak to — topics that serve the host's audience, not just your promotional agenda. For example: "I could speak to (1) how pioneer women's journals shaped our understanding of early Church history, (2) the research process behind bringing historical figures to life in fiction, or (3) how faith sustained Latter-day Saint women through the hardships of the trek west"
  4. Brief social proof: Any previous podcast appearances, media features, notable credentials, or relevant numbers (email list size, social following, review count) that signal you're a credible and prepared guest
  5. A low-friction close: "Would any of these angles be a fit for your show? Happy to send more information or a copy of the book." Don't ask for a specific date or try to schedule in the first email

What to avoid:

  • Generic pitches that could have been sent to any podcast — hosts recognize template emails immediately
  • Pitches that are primarily about your book rather than what you can offer the host's audience
  • Pitches longer than 250 words — hosts are busy and skim
  • Attachments in the first email — they trigger spam filters and feel presumptuous before a relationship exists
  • Following up more than twice — one follow-up after seven to ten days of silence is appropriate; a second after another week if still no response is the limit

Preparing for a Podcast Interview

A good podcast appearance feels like a natural conversation. Getting there requires preparation that makes the preparation invisible.

  • Develop three to five core talking points about your book or topic that you want to work into any interview. Know these so well that you can transition to them naturally from any question. These are your "soundbites" — the specific, quotable moments that make for memorable listening and stick in listeners' minds
  • Prepare your book's one-sentence pitch. You'll be asked "tell us about your book" in some form on every interview. Have an answer that's clear, compelling, and under 30 seconds. Practice it out loud until it doesn't sound practiced
  • Prepare for the "where can listeners find you" question. You'll always be asked this at the end. Have your website URL and your reader magnet URL memorized and ready. Direct listeners to your email signup, not just your Amazon page — a subscriber is more valuable long-term than a single sale
  • Test your audio setup. Bad audio is the fastest way to undermine a strong interview. Use a dedicated USB microphone if possible (the Blue Yeti and Audio-Technica ATR2100 are popular entry-level options under $100). Record a test clip before any interview and listen back on headphones. Sit in a small, carpeted room — hard floors and large open spaces create echo
  • Have water nearby and sit in a position that lets you breathe comfortably. Tension in your body shows up in your voice
  • Listen to the show's typical interview format so you know whether the host prefers conversational back-and-forth or longer uninterrupted answers

Maximizing Every Podcast Appearance

The interview airing is the beginning of the work, not the end.

  • Share it everywhere the day it goes live — your email list, social media, website. Your followers are a secondary audience for the episode and their engagement (listens, reviews of the podcast) helps the host's show metrics, which makes the host more likely to refer you to other podcasters
  • Pull quotes and clips. Ask the host if they can share a 60-second clip you can post to social media. Short audio or video clips from interviews perform well on Instagram Reels and TikTok
  • Add it to your media page. Keep a running list of all your media appearances on your author website. This builds a portfolio of credibility for future pitches
  • Tag the host and show on social media when you share the episode. They'll likely reshare, putting your post in front of their audience
  • Thank the host personally after the episode airs. A brief, genuine message noting listener response (if you got any) maintains the relationship and opens the door to future appearances or referrals

Press Releases

A press release is a short, formatted document announcing newsworthy information about your book — a new release, an award, a significant milestone, or a local event. It's written in journalistic style and sent to media contacts who might cover the story.

Press releases are frequently misused by authors who send them to journalists without a specific local angle, without real news value, or without understanding what a journalist is actually looking for. A press release that says "local author publishes book" is not news. A press release that says "local author's debut novel draws on three years of research into 1847 pioneer diaries, releases this month" gives a journalist something to work with.

When a Press Release Makes Sense

  • Your book is releasing and you have a strong local connection (you live in the area, the book is set there, you have community ties worth noting)
  • Your book wins an award or reaches a significant milestone
  • Your book addresses a timely topic currently in the news
  • You're hosting a local event (signing, speaking, workshop) tied to your book

How to Write a Press Release

A press release follows a specific format that journalists recognize immediately. Deviating from it signals inexperience and reduces the chance of coverage.

  • Headline: One line that states the news clearly and specifically. "Cedar Fort Author's New Novel Explores the Untold Stories of Latter-day Saint Pioneer Women" is better than "Author Releases New Book"
  • Dateline: City, State, and Date (e.g., "CEDAR CITY, Utah, June 18, 2026 —")
  • Lead paragraph: The most important information in the first sentence. Answer who, what, when, where, and why. A journalist should be able to write a short item from the first paragraph alone
  • Body paragraphs: Supporting detail — a brief description of the book, a quote from the author, relevant credentials or background, the local angle. Keep it to 300–500 words total
  • Boilerplate: A standard paragraph about you as the author (your 100-word bio works here)
  • Contact information: Your name, email, and phone number so a journalist can reach you for follow-up
  • "###": Three pound signs at the bottom signal the end of the press release — this is standard journalism formatting

Where to Send a Press Release

  • Local newspapers: The books or arts editor, or the features editor if there's no books desk. Find their email on the publication's website or masthead
  • Local TV morning shows: The producer or booking contact. Morning shows love local author segments — they're feel-good, visual, and easy to produce
  • Community publications: Church newsletters, neighborhood papers, school district communications, alumni publications
  • LDS and faith-based publications: Deseret News, LDS Living, Meridian Magazine, and similar outlets actively cover LDS authors and books
  • Library system communications: Public library newsletters and librarian networks are often overlooked and very receptive to local author news

Media Pitching Beyond Press Releases

A press release announces news. A media pitch proposes a story. For most authors, a direct, personalized pitch to a specific journalist or editor will outperform a generic press release — because you're offering a story idea tailored to their beat and their audience rather than hoping they'll find an angle in your announcement.

Finding the Right Journalists and Editors

  • Read the publications you want coverage in and identify which journalists cover books, faith communities, local culture, or the specific topic of your book. Pitch the person who covers your subject, not the general assignment desk
  • Search "[Publication Name] books editor" or "[Publication Name] arts editor" to find contact information
  • Follow relevant journalists on social media — many share their beat preferences and what kinds of pitches they're looking for
  • Check HARO (Help a Reporter Out) — a free service where journalists post requests for expert sources. Authors with nonfiction expertise in particular can respond to queries directly relevant to their book's topic

What Makes a Strong Media Pitch

The pitch that gets a response is the one that makes a journalist's job easier by handing them a story, not just a subject.

  • Lead with the story angle, not the book. "I think your readers would be interested in the story of how three years of pioneer diaries led to a debut novel about the women history almost forgot" is a story. "I wrote a book about pioneer women" is not
  • Connect to something timely or culturally relevant. Is there a current news story, anniversary, or trending topic your book speaks to? That connection is your hook
  • Make the local angle explicit. Local publications cover local people and local stories. If you live there, say so in the first line. If your book is set there or draws on local history, lead with that
  • Keep the pitch to 200 words or less. Journalists receive dozens of pitches daily. A pitch they can read in 30 seconds gets more attention than one that demands five minutes
  • Offer specifics: Your availability for an interview, whether you can provide a review copy, any photos available (author headshot, book cover, event photos). Reducing friction increases response rate

Your Media List

Build and maintain a simple spreadsheet of media contacts — journalist name, publication, beat, email, date pitched, and outcome. This prevents you from pitching the same person twice with the same story, lets you track follow-up timing, and builds into a reusable asset for each new book launch.

LDS and Faith-Based Media: Your Highest-Conversion Category

For Cedar Fort authors, the LDS and broader faith-based media ecosystem is often more valuable than general press coverage — because the audience is your exact reader, and these outlets are actively looking for content that serves their community.

Publications and outlets worth knowing

  • Deseret News: Utah's major newspaper with a national LDS readership. Has a books and arts desk. Strong local author coverage. Pitch the features or books editor with a compelling story angle
  • LDS Living (ldsliving.com): Digital and print publication covering Latter-day Saint lifestyle, faith, and culture. Regularly features LDS authors and books. Very receptive to pitches from Cedar Fort authors
  • Meridian Magazine (latterdaysaintmag.com): Online publication covering LDS faith and culture with a large readership. Features book reviews and author interviews
  • KSL.com and KSL TV: Utah's dominant news and media outlet. Morning show segments and website features reach a massive LDS-adjacent audience in Utah and beyond
  • Church News (thechurchnews.com): Official news publication of The Church of Jesus Christ of Latter-day Saints. Covers books and content directly relevant to Church members
  • Latter-day Saint book bloggers and review sites: A network of independent bloggers and reviewers specifically covering LDS fiction and nonfiction. Search for active LDS book review blogs and add the most active ones to your media outreach list
  • Christian media more broadly: Many Cedar Fort titles have appeal beyond the LDS audience. Christian Women Today, Christianity Today, and similar publications are worth pitching when your book's themes have broader faith appeal

Your Media Kit

A media kit is a collection of assets that makes it easy for journalists, podcast hosts, and event organizers to feature you without needing to ask for basic information. Having one ready — and linking to it from your website — signals professionalism and reduces friction for every media contact.

What to include in your media kit

  • Author bio: All three versions (25, 100, and 250 words), written in third person
  • Author headshot: High-resolution (minimum 1MB) professional photo, available for download
  • Book cover image: High-resolution, available for download. Include separate images for each book in your catalog
  • Book description: A compelling 100-word description of each book, written for a general (non-reader) audience
  • Sample interview questions: Five to ten questions a podcast host or journalist could ask you, with the best answers you'd give. This is one of the most valuable things you can offer busy hosts — it lowers their prep time significantly and increases your booking rate
  • Talking points: Three to five key messages or themes from your book, stated as brief, quotable sentences
  • Previous media appearances: Links to past podcast episodes, articles, or features. Builds credibility for new contacts
  • Contact information: Your direct email and a phone number for urgent media requests

Host your media kit on a dedicated page of your author website (yourname.com/media or yourname.com/press) so it's always findable and always current. Update it whenever you have a new book, a new author photo, or significant new press credits.

Building Media Relationships Over Time

The authors who get consistent media coverage are not the ones who pitch the best — they're the ones who maintain relationships with journalists, hosts, and editors between pitches. A few habits that compound over time:

  • Follow journalists and hosts who cover your beat on social media. Engage genuinely with their work — not every post, but consistently enough that your name becomes familiar before you pitch
  • Share and credit coverage when it runs. A journalist who sees you actively promoting their article to your audience is more likely to cover you again
  • Send occasional non-pitch notes. If a journalist publishes a piece you genuinely found valuable, a brief, specific note saying so — with no ask — plants a seed. People remember who treats them as people rather than gatekeepers
  • Refer other authors to hosts and journalists who might be a good fit for them. Generosity in media relationships is noticed and reciprocated
  • Keep a running list of every outlet that's covered you and re-pitch them with each new book. A journalist who wrote about you once is far more likely to do so again than someone who has never heard of you

Realistic Expectations

Media outreach has a low response rate and a long feedback loop. Most pitches go unanswered. Most press releases generate no coverage. This is not a reflection of your book's quality — it's the nature of media outreach at scale.

What works is volume combined with quality. Send ten well-crafted, personalized pitches and expect one to three responses. Send a hundred and build a career's worth of media relationships. Authors who give up after five ignored pitches never get the coverage that comes from pitch number forty-seven.

Start small and local. A feature in your hometown paper is achievable in a way that a New York Times book review is not. That local feature goes in your media kit, which helps you pitch the regional paper, which helps you pitch the national outlet. Build the portfolio one placement at a time.

Checklist

  • ☐ Media kit page created on author website (bio, photo, book info, sample questions, past coverage)
  • ☐ Sample interview questions written (5–10)
  • ☐ Three to five core talking points developed and memorized
  • ☐ One-sentence book pitch practiced out loud
  • ☐ Audio setup tested (microphone, quiet room, no echo)
  • ☐ Podcast target list built (20–50 shows, genre and topic specific)
  • ☐ LDS and faith-based podcast list built separately
  • ☐ First wave of podcast pitches sent (10–15 shows)
  • ☐ Follow-up scheduled for non-responses (7–10 days)
  • ☐ Press release written for launch (if local angle exists)
  • ☐ Local media contact list built (newspaper, TV, community publications)
  • ☐ LDS media contact list built (Deseret News, LDS Living, Meridian Magazine, Church News)
  • ☐ Press release distributed to local and LDS media
  • ☐ HARO account created and monitored for relevant queries
  • ☐ Media tracking spreadsheet created (contact, outlet, pitch date, outcome)
  • ☐ Each media appearance shared on social media and email list when it runs
  • ☐ All media appearances added to website media page
  • ☐ Thank-you sent to each host or journalist after coverage runs

Next step: Media coverage puts you in front of large audiences at once. Events and speaking put you in front of smaller audiences with much higher conversion — readers who meet an author in person buy, remember, and recommend.

Events, Book Signings & Speaking →

← Back to the Author Marketing Guide

P.S. to those who have stumbled across this article and haven't yet found a publisher, we invite you to learn more about our team. You can also submit your book or find out about our self-publishing service.