Information

Experience with journalists over many years tells us that not every story will get coverage and not every personality will interest the press. That is why the first consultation is free. D’Image Ltd has a great reputation for straight talking - and it is not for everybody – however, if you are going to part with your money you are going to want to know the truth!

Through the creation of a range of angles, significant press coverage can be achieved. Media contact is our main strength, d’Image Ltd have developed relationships with many of the key journalists. They know d’Image will follow through and provide all back up information so that they have everything required for the story. This is not done by simply sending a press release but through personal telephone and face to face contact. We put ourselves in the position of a journalist. A journalist must provide an interesting story that their readers will want to read.

 Some publicists believe that once an interview has been completed their work is done. We at d’Image believe this is just the beginning. Continual telephone contact will tell us when the article will appear and also give us the opportunity to prepare the next piece of coverage in a few months time.

 So, at the same time as the book review editors relevant to the book are being contacted we work on the issues arising from the book and these are sold in to a range of features editors. One story can have many different angles. Providing this is executed in a strategic manner issues can remain in the public eye for some time. Remember there are daily web sites, daily press, weekly press, fortnightly press, monthly press and we have not even started to talk about the hundreds of radio and broadcast stations.

 The following case studies provide examples of the results we can achieve.

Some Case Studies

“Yes, Please, Thanks” by Penny Palmano

 Last summer an unknown author, Penny Palmano published her book on children’s manners entitled ‘Yes Please, Thanks!’ and she came to d’Image for help in publicising its launch.

 We advised Penny that the best way to publicise the launch was to focus on the issue of children’s manners and her somewhat controversial viewpoint that we should expect children to behave well. We also advised that the best approach would be through an exclusive with one of the quality nationals, in this case Alex Frean, social affairs editor of ‘The Times’.

 We worked directly with Alex for several months prior to publication and on the day the book was launched ‘The Times’ carried a two page article. This was quickly followed by all the national press and Penny also appeared on the major broadcast channels as well. She sold 7,000 books in the first three months and has subsequently been approached by ITV and is currently shooting a TV piece resulting from her book.

A list of the press coverage achieved is included with this document.

It is worth noting that this coverage has been achieved without a single book review. While we were able to achieve two full pages of coverage in The Times through this approach, Erica Wagner, book editor of ‘The Times’ recently told us that she probably would not have reviewed this book because Penny was an unknown author.

 “The Zartarbia Tales” by Ana Fischel

Ana Fischel was also an unknown author when her publishers contacted d’Image last October. Ana is writing a series of children’s stories, built around the theme of the seven deadly sins, collectively entitled ‘the Zartarbia Tales’. The books are aimed at the seven to thirteen age-group. The first book in the series was launched in October 2004 and Ana and her publishers had planned the launch at the Groucho Club. They contacted d’Image three weeks pre-launch to handle the publicity.

 With such a short time before launch, there was no possibility to drive significant publicity through book reviews and we decided to build the press campaign around the issue of letting children be children for longer. Ana is also a very strong personality and we focussed a lot of attention on her as a person.

 On launch day d’Image had twenty five members of the media in attendance including children’s TV programs - CBBC and GMTV Kids, The Daily Mail, This Morning ITV, Daily Telegraph, Junior Education Magazine, BBC Girl Talk Magazine, Best Magazine, Harpers and Queen, Book and Magazine Collector and BBC Radio.

 So far, we have secured eighteen pieces of coverage including the Daily Mail and Children’s BBC’s Book Xchange. Book Xchange reviewed the book this month and it went out on air on two consecutive days.

We are currently working with Ana on the second book in the series, which will be launched in May. With time on our side this time, review copies will be sent to journalists and new angles are already in discussion. We intend to involve a celebrity this time as the nature of the book and the issues it raises through classic story telling allows as to broaden our reach to journalists in different areas.

Because this is not Ana’s first book and due to our efforts first time round book review editors are aware of Ana and we expect to obtain several reviews. For example, Book and Magazine Collector magazine have already indicated they will review the next book. This is an ideal platform for us as this magazine is so influential with book collectors that it can drive high initial book sales and this enables us to issue statements to the general press on the numbers of books sold.

So what do you get?

The people we select will go through a personal learning curve which we like to think they will remember for the rest of their career, whether it is just a book launch or goes on to be a major campaign.

 Over the first month there will be face to face and telephone meetings during which d’Image Ltd will seek to identify a number of issues which will be developed and pitched to a selection of suitable journalists.

 Planting the seed and watching it grow.

Once a journalist has expressed interest the author will be invited to meet with him/her. It is in all our interests that you give you’re very best when you are interviewed by the media and elements of media training can be factored into the campaign.

A seed does not grow over night.

The publication will be covering a variety of issues and it may be weeks or sometimes months before it is ready to look at your issue. This gives you plenty of time to prepare your publication date and, with our help and guidance, plan your full marketing strategy.

 Once the book is launched our window of opportunity is very small. In the UK, the saying ‘today’s newspaper will be tomorrow’s chip wrapper’, is perfectly true. We at d’Image Ltd will be working around the clock to get the press to pick up on your issue.

 The first launch is always the hardest as the author is unknown. The next step is to keep the press reminded of the author. Journalists are always seeking endorsements to their writing. Knowing the author and the publicist are available for comment is valuable to them. D’Image job is to make sure the author is never forgotten.