Sawyer's Seven Secrets of Massive Publicity in Science Fiction Writing

Again, deepest thanks to the working master in the field, Robert J Sawyer. His books and excellent website linked above, continue to inspire.

1. Define yourself in a way that makes you appear special in the eyes of the press. Find an identity hook.

For me, this is like crafting a great hook opening to a story, except the story will be written by others... the hook must be sizzling if the story is to go the way you intend. 'Special' is a qualitative term, so here a results-orientation is essential. Rush Limbaugh's focus in his radio show, I hear, is to make more people want to listen to me. So his external, results-oriented focus is the thing here. Different hooks for different books.

2. Define your work in terms of something newsworthy.

For me again, newsworthiness is what's left after the "So what?" test. For instance:

Statement: I am releasing a new book this fall.

So what test: So what?

Reply: It is about X.

So what?

X is relevant to you because your readers are interested in Y.

So what?

A story abot X will help readers get more Y.

You get the idea. Please, readers of this daily column, if you feel I am incorrect in this view of newsworthiness, please lend me insights, cos that's the best I got!

3. Define your work as transcending the bounds of genre, to get greater coverage.

4. Send out press releases written by yourself with professional help, and $a, Send a good photo of yourself out with everything.

5. Get word out to the media long before the book's release. Focus on specific benefits to specific media when sending out galleys.

6. Define your work to recontextualise mainstream prejudice against Sci-Fi and, in the US, against mass market paperbacks.

7. Write near-future or present day SF that is issues-oriented. This makes it evidently topical to media.

8. An extra secret: broadly hit local media for paperback reviews, and specifically hit global media.

9. Extra extra secret: have a brilliant website like Charles Stross at www.antipope.org, or Robert Sawyer at www.sfwriter.com to market for you, and have short stories for sale online.