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As a rule, authors are well informed and have deep expertise in their books' topic area or story. It makes them sought after interview guests for popular TV shows and podcasts. But to come away from an interview with the most significant book marketing value, some media training before is often helpful. Its goal is to teach authors how to market their books and personal stories to the media in effective ways that aren't too hard to sell. Building long-term, beneficial relationships with the media is valuable, and excellent media trainers cover relationship building as well. They improve the success of PR campaigns.

If you're someone who feels apprehensive about speaking in front of people (or cameras and microphones), author media training can help you overcome it. It's also a wise idea to rehearse before your appearances and to come up with talking points you'll try to mention appropriately. There are also other aspects to media training that can be quite important such as developing a better understanding of what the media needs and how you can provide the answers. You also need to know how to present your book in an appealing (and engaging) manner to an audience. It can help your book sales.

The flip side of doing well in interviews is making mistakes. Media training can help you avoid common pitfalls like expecting the interviewer to support your position on a controversial issue. You'll also learn how to provide enough facts and statistics (or interesting opinions) for a reporter's story and what to do if you're asked a negative question. If you anticipate big-time national interviews during your book publicity campaign, it's all the more reason to go for training. You'll have greater confidence going in and be much more likely to accomplish your objectives – selling your book and building your author brand.

When you're vetting possible trainers to work with, check for those who provide one-on-one coaching. You also want someone who has prior experience preparing authors for national TV shows and working with prominent newspaper and magazine brands (print and websites). It's also crucial for the trainer to be familiar with your book to understand it clearly and know how to advise you about what is most newsworthy. Your body language is as important as what you say when you're on television, so you want someone who covers that realm along with the spoken content you'll need.

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