The Corner Office: On the Record With: Paul Bogaards
Chatting with Knopf Doubleday's PR chief about technology, working the press and the most powerful people in publishing
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Lynn Rosen
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Always know the customer you’re pitching (because they’re going to judge your work). Message carefully on every title. Read for bylines. Pay attention to everything (and everyone) that connects to your author and their work. Have a publishing plan. I look at some industry work and it reminds me of a guy riding a bicycle all over Manhattan, slipping menus under apartment doors, hoping someone will place an order. It doesn’t work like that. Campaigns stick and drive results only if you target appropriate outlets and audiences. And in this day and age, where we have access to all kinds of salient data points, there really is no excuse for a misfire.
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