Learn how to build a strategic media wish list that balances reach and relevance to connect your book with the right audiences and opportunities.

Book publicity is storytelling—knowing which audiences to put a book in front of and what conversations can grow from it. In practice, that means evaluating which media outlets would benefit from your insight and approaching them with a clear reason your book would resonate with their listeners, readers, or viewers.

We like to work with our authors to build an ambitious yet strategic media “wish list.” Early in a campaign, it helps to have a map of these goals and a plan for how to reach them. A focused campaign targets the audiences that best align with your book’s broader message and purpose. An actively engaged audience of potential readers interested in your type of story is generally more beneficial than simply pursuing outlets with mass reach.

Here are a few things to consider as you begin building your media wish list—one that leaves room for big goals while also mapping a realistic path toward them.

Start With Your Audience

Before asking, “Where do I want to be featured?” envision your unique audience. Who needs to hear about this book? What problem does your book solve, or what question does it answer? Your ideal audience will vary widely depending on genre and content, but try to get into the details. If it’s a self-help book, what type of reader really needs it? Could educators benefit from it? If it’s a fiction book, what are the themes, tropes, and messages? Consider what your audience already cares about and what conversations your book naturally enters.

A career development book, for example, could best serve recent graduates or senior executives. It could have a practical, how-to tone, or an introspective approach. Identifying your most likely reader isn’t meant to limit outreach; it serves as a starting point and an anchor, so your publicity campaign can gain momentum in the right direction.

Look at Who the Outlet Actually Features

Understanding how an outlet operates can help you discern which media opportunities to prioritize. When sifting through podcasts, talk shows, television segments, and national publications, take a look at their recent coverage.

Does the outlet regularly cover books or interview authors? Do they feature independent and debut authors? Are their guests typically those with large, established platforms or celebrity name recognition? Does the show bring on outside experts, or mostly people affiliated with its network?

Looking at the types of guests an outlet consistently features, and the conversations it tends to have, can help you evaluate whether your book fits that audience. Media outlets serve their audiences first, so your book and expertise need to align with the direction they’ve already established.

Get Specific and Look Beyond Traditional Media

If your book speaks to a wide range of subjects, is there one you can target more specifically? For example, a book about leadership might include chapters on goal setting, imposter syndrome, team management, and so on. Sometimes, zooming in can actually expand your reach and open new doors.

Think about how you’re measuring success beyond book sales. Media can help an author build credibility, attract speaking opportunities, reach potential clients, or join a larger conversation. Serving those broader goals often means looking beyond traditional “book media” and considering the wider communities your expertise or subject matter can reach.

Don’t Overlook Personal and Local Connections

Hometown media, current local media, alumni publications, professional associations, regional magazines, and community outlets all have a built-in connection to you. That clear relevance can make a meaningful difference in response and traction.

Also consider book clubs, local bookstores, and community newsletters as valuable opportunities for grassroots outreach. Don’t underestimate the impact a smaller, highly engaged community can have.

Match the Outlet to the Kind of Story You Have

Consider what kind of content feels most natural to pair with your book. Does it spark conversations best suited for interviews? Is there something about your writing style or creative choices that could make for a strong contributed craft essay? Can you offer expert commentary on something culturally relevant?

There are many different kinds of media opportunities, and some formats will naturally align with your book better than others.

Building a solid media wish list requires a balance of thoughtful vetting and openness to opportunities that may not have been top of mind. These strategies can help you and your publicity team evaluate where your book is most likely to resonate, and reach the readers who are looking for it.

We’re here to help guide you through the publicity process. Contact us if you’d like more information about how we’ll work to get your book in front of the right audiences.

Looking for tips on how to nail your next media opportunity—no matter the format? Check out these articles:

How to Prepare for a TV Interview as an Author

Make Every Second Count: How to Ace Your Next Radio Interview

How to Shine in Your Next Podcast Interview