A lot of authors don't have a solid grasp of how they can get media coverage for themselves as an author or a particular project that they're working on. If you're anything like me, it's because you were always under the impression that there was some kind of magic to being "discovered" and interviewed about your work. You also might have been led to believe that the only way that a news channel, blog, or talk show would be interested in you is if you were already a celebrity or had a close relationship with someone who owned a media outlet.
I just wanted to take up a few inches of space in your inbox to let you know that media coverage is not impossible, it's not magic, and it's attainable whether you have ten fans or ten million. All you have to do is ask!
Is every outlet going to accept your offer to be interviewed or submit your work for a feature? Of course not. But you can't get in touch with anyone who will if you don't reach out to them (read "closed mouths don't get fed").
Steps to Getting Your Book Covered
Step 1: Dissect your book and figure out what the major points or themes are that might be of interest to a particular audience. For example, let's say you wrote a book about a little girl who has a type of cancer that allows her to bring one person back from the dead if she gives up 24 hours of her own final days of life. Outlets that focus on news about philanthropy, cancer, trauma, healthcare, children's illnesses, medicine, fantasy novels, speculative fiction, parenting sick kids, losing a child, necromancy, or miracles could all be pitched to for coverage.
Step 2: Figure out where you would pitch and who to contact there. Don't discriminate! Blogs, YouTube channels, newspapers, magazines, membership websites, and podcasts are all viable outlets for getting your name out into the world in a big way. These entities will often have specific guidelines for submitting pitches and certain people that you'll need to contact based on the kind of coverage you want and where you want it to appear (i.e., a review in the 'arts' section versus an interview in the 'lifestyle' section).
Step 3: Craft pitches for each outlet on your list. It's helpful to make sure you highlight how featuring you or your work would benefit their outlet. Yes, it's content for their audience, but so is just about anything else on the web. What do you bring to the table that their audience wants to see or hear?
If you want more tips and tricks related to promoting yourself and your book, I recommend downloading a copy of Your Book, Your Brand by Dana Kaye. She does a stellar job of de-mystifying the process so you can get the results you're looking for without spending tens of thousands of dollars on a marketing or PR firm.