In the 'old days,' there was a specific formula to book promotion. A no-holds barred author tour was the answer where the author would go for a winning mixture of television, radio, print and book signings. It was a hold-nothing-back author tour where the writer would 'appear' in a given city and get some combination of heavyweight radio, TV, book-signing and newspaper coverage. When the author left that city, residents knew his or her name and the name of their newly-released title. Is this still a plausible outcome nowadays? Actually, it depends. Depends? If you have the right public relations firm following the right guidelines, then success is almost guaranteed. But if you have the wrong PR firm!then it really is a crap shoot. Marsha Friedman, Chief Executive Officer of EMSI, a national pr firm says "In this game there are rules, so make sure you get your PR firm to follow them!" Let's let Marsha share with us her top 5 tips to ensuring a successful author tour!

1. 'Anchor' each city with at least one interview on a major network TV affiliate. Marsha Friedman says, "This is where the PR 'rubber meets the road': If a major network affiliate show can't be landed, there's limited value in that market when you consider the time and money you have to invest in the trip. No major network TV? Forget about that city for your tour."

2. Secure at least 2-3 media appearances within two days. This is a corollary to rule #1 and the real meat and potatoes of an author tour. Friedman says, "If you go out fighting for a day or two and things come together, you really have a good chance at "household name" status in that market."

3. Schedule at least one book signing. This will guarantee availability of your book in that city. Plus book signings always generate the kind of excitement and promotion that might otherwise cost you a small fortune. Marsha Friedman adds, "Finally, you can get some synergy working for you when you mention the book signing on your local radio, TV or newspaper appearances." 4. Use your down time and visit area bookstores. When you are doing an author tour, there will always be a little bit of free time outside of your relentless promotion. So spend it visiting bookstores. Marsha Friedman says, "If your books are in stock, offer to sign them. And if they don't carry your books, let the manager know you're available for a book-signing bookstores adore promotion-minded authors."

5. Increase visibility by speaking at relevant functions. Here's another way to take full advantage of those hours after you do that interview on the six am morning news: Arrange speaking engagements at the local library, Church, Chamber of Commerce or professional affiliations these groups are usually clamoring for interesting speakers - especially those with a hot new book that's just been released! Wearing the Promoter's Hat When you started off as a writer you probably never knew that you would also have to become a bit of a promoter as well! But that's just the reality of successful writing. And when it comes to author tours, you really have to get into it, promoting your book most of your waking moments (to maximize your time on the tour).

So as you can see, author tours are a fabulous way to get the word out about your book and drive sales. Just make sure that whomever you use to schedule them follows the 5 tips above! If you would like to learn more about gaining national and local media exposure for your company, product or service, without the financial burden of monthly retainers, Friedman is available to be of service . Feel free to contact her directly at mfriedman@emsincorporated.com or visit her firm online at http://www.emsincorporated.com. As a PR expert Friedman has the ability to get the media attention that you desire without breaking your budget with costly monthly retainers .