Name: Amy Ehrenreich
Title: Senior Publicist
Company: Random House Children's Books (New York, NY)
Age: 27

Education

B.A. in journalism; University of Florida. While at college I interned for a regional student-oriented entertainment publication. As an intern, I wrote a monthly food column and worked on public relations for the college swimsuit calendar. The calendar hosted an annual fashion show in South Beach, and I was responsible for pitching the event to the media, coordinating travel arrangements, and assisting during photo shoots. The internship was an invaluable experience that improved my writing skills and taught me how to multi-task and liaise with the media.

Professional History

As a self-proclaimed "book nerd" my dream occupation was in the book publishing industry and since publishing opportunities were in New York City, that's where I went. However, since I've always been an outgoing "people person" I wasn't sure that the lifestyle of writing and editing positions would be the right fit for me, so I looked for a promotional position. My first job was as an assistant to the marketing director at Promotions, Inc., an events-oriented firm that did both Web and traditional promotions. I helped marketing managers run consumer outreach campaigns and my big project was the "Shot of a Lifetime" sweepstakes (where the winner of a half-court basketball shot would win a million dollars) to take place on NBC's Today Show. That promotion generated tons of free media and its success meant that I was assigned to more PR-oriented projects. After a year and a half of this type of work, I realized I loved working with the media, but I still wanted to work in the book publishing industry.

A friend led me to Golden Books, where I was hired as an assistant marketing manager assigned to grow their in-store event marketing programs. I wrote and produced several different "event kits" for Golden that gave bookstores costumes (e.g., The Poky Little Puppy), event ideas, and promo materials so they could attract large groups of children and parents to their stores. I also managed Golden's outside PR agency, and ultimately decided it would be best to handle our PR from in-house. By the time Golden Books was purchased by Random House, I was promoted to marketing manager and was ready to move into more of a PR role. In my new position, I was responsible for publicity on licensed properties and trade titles (new, author-driven books), which was very new and challenging, considering the many well-known authors published by Random House.

Job Description

The main goal of my job is to generate an "advance buzz" in the trade and with consumers. I create demand and build momentum for our books to assure there will be a strong reader interest in our titles. Judging the return on investment in terms of revenue is difficult for publicity, so we judge most of our successes on the quality of impact and the amount of impressions achieved. The "pie in the sky" goals are getting media with big impressions, like The Today Show or TV Guide.

Specifically, my responsibilities are to create and implement publicity strategies for our children's titles and product lines. I am assigned books several months ahead of their pub date and I create a publicity campaign for each one. These involve proposing a budget and laying out a schedule of actions and events to promote the title. Among the many components of each campaign are: sending out galleys and books; setting up author tours; creating promotional materials (stationary, custom press kits, flyers, etc.); and setting up a promotional mailing schedule.

All of these tasks require intense logistical planning. For instance, planning an author tour involves working with the author's schedule, arranging appearances, determining the number of appearances per day, making transportation and lodging arrangements, and setting up face-to-face interviews. Knowing the media is equally important so leaving enough "lead time" and tailoring pitches to media outlets is imperative for a successful pitch. Magazines, for example, are "long-lead" media, needing galleys four to five months in advance to adhere to their press schedules. Short-lead media (local and regional TV, radio, and newspapers) can be pitched anywhere from two to four weeks beforehand.

Describe Your Day Today

Usually I'm in the office by 8:45 a.m. and out around 7:30 p.m. The first thing I do each day is to write up a list of my top four or five goals for the day. This allows me to focus on the important tasks one at a time and still allows time for meetings and putting out the fires that pop up every day (like tracking down a missing review copy release or setting up a last-minute car service for a stranded author). Throughout the day, I'm in constant motion working on my many campaigns. This can be very challenging, but it's always rewarding, and, fortunately, I have the help of our department's two publicity assistants, one of which works very closely with me. Occasionally I travel with my touring authors.

Favorite Part of Job

Without a doubt my favorite part of my job is working closely with our authors. Some really amazing and incredibly intelligent people write and illustrate these books, and it's truly an honor to know them, and often astounding that they depend on me to a certain degree to ensure their books' success. Every day I am inspired by them.

Least Favorite Part of Job

The relentless pace of a publicist's job can be challenging. It is difficult to even walk away from your desk, and especially my phone, when so many things need to be accomplished in a day. Often, just going to a meeting can throw me off schedule when things pile up so quickly. But it definitely keeps you on your toes!

Advice

Five things. 1) Be creative, assertive, and be prepared. This is not a job for the meek. Outgoing people and "out-of-the-box" thinkers make the best publicists. Try not to take rejection personally if an editor or producer is not interested in your book. Remember that the reviewers and editors need you as much as you need them. 2) Create realistic goals and hit them. 3) Keep your authors happy. 4) Make contacts and network. 5). Read!!!!