Getting the media's attention and earning coverage is vital to the success of most book publicity campaigns. Therefore, you need the right materials to succeed, whether you or an expert publicist will make the pitch. The point is to make it easy and quick for a producer or editor to become more interested in you and your book. It's a competitive world, and you only have a few seconds of someone's time until they become more interested. There is a formula for what needs to be included in your book's media kit. There is always room for creativity, but you must include the basics that people expect.

Before you assemble your media kit, ensure you've launched an author's website. They're essential for book promotion today because everyone you contact with a pitch for coverage will look online. Your site can be brief and straightforward but contain information about you and your book. You can include your bio and headshot, a page about your book, and a page with media credits when you earn coverage. PR is incremental, and as you are interviewed and mentioned in stories, it encourages others to cover you. It often starts locally and builds from there.

It can be a wise idea to include a sample chapter to give people an idea about your book. It can go on your website and may be included in a media kit. If you're seeking reviews and coverage, you should send a complimentary copy of your book in the package. Because not everyone will have time to pick it up and read it, providing highlights through your press release and fact sheets can help. The point is to make it easy for someone to understand the content quickly. Targeting media is vital because you want to approach producers and editors likely to be interested – no book can be for everyone.

Some authors also include sell sheets with the sales information for their books. It contacts facts the media find interesting and completes the package. What's most important is to have a well-rounded package that meets expectations and does a good job of sparking interest in your book. Much of the information will be the same as what's on your website but available in an email or physical copy form if you mail packages to some media. It's a time saver for the recipients and is a proactive way to get people to consider covering you and your book. When done well, your kits will bring results.