THE SHARKS WITHOUT BEING EATEN ALIVE is regarded as one
of the best-promoted books in U.S. history. Mr. Mackay approached
me during an early recruitment phase as he searched for a
publicist/promoter to represent him in the promotion of his
new (and first) forthcoming book, "Swim With The Sharks."
I explained to him that as a first time unknown author, he
would need a high-impact campaign that would emphasize creative
options beyond the conventional approaches normal for a book
During phase one of the campaign, we set
out to establish credibility for Mr. Mackay within the business
community by doing such things as helping to write and place
a by-lined story by him with "Harvard Business Review,"
a story entitled "How To Humanize Your Selling Strategy."
We also knew that though the book had been primarily written
as a business book, we were interested in generating as much
appeal as possible among the mainstream public as well. In
order to do this, we needed to package, position and select
portions of the book in a way that would focus on "life
lessons for everyone," not just the business community.
And...we realized that the beginning of the campaign needed
to focus on print publicity, due to my firm belief that broadcast
often follows print. For this reason we worked with lead-time
magazines six months or more in advance of publication date.
We also needed to approach each of these magazines with a
unique and tailored approach reflecting their different niches
As publication time came around, a full-page
story in Newsweek Magazine emerged, a major feature story
in Inc., a national "A-wire" story on the Associated
Press, along with dozens of other magazines.
In addition, I knew that spouses often
purchase self-help business books for their working husbands
(or wives), and we developed a number of little feature stories
that were carried as suburban mats with hundreds of weekly
newspapers across the country.
As we proceeded to book Mr. Mackay on
a 40-city media tour, many other major newspapers carried
major feature stories on him and the book. Ultimately, the
snowball effect of all this publicity led to appearances on
"Oprah" and "Larry King Live."
This was the perfect merger of a great,
dynamic and brilliant author committed to his book, with a
highly committed, creative and energized promotional team.