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Case Studies

Trailblazer: From the Mountains of Kashmir to the Summit of Global Business and Beyond

TRAILBLAZER: FROM THE MOUNTAINS OF KASHMIR TO THE SUMMIT OF GLOBAL BUSINESS AND BEYOND

MEDIA CONNECT was retrained to execute a boutique campaign for Trailblazer: From the Mountains of Kashmir to the Summit of Global Business and Beyond... more ›

 

Powerhouse: 13 Teamwork Tactics that Build Excellence and Unrivaled Success

POWERHOUSE: 13 TEAMWORK TACTICS THAT BUILD EXCELLENCE AND UNRIVALED SUCCESS

MEDIA CONNECT was hired by Kristine Lilly and John Gillis to promote their business book in 2019.  The goal was to introduce Kristine and John to the... more ›

 

RAILROADER: The Unfiltered Genius and Controversy of Four-Time CEO Hunter Harrison

RAILROADER: THE UNFILTERED GENIUS AND CONTROVERSY OF FOUR-TIME CEO HUNTER HARRISON

Media Connect promoted a specialized book, RAILROADER: The Unfiltered Genius and Controversy of Four-Time CEO Hunter Harrison by Howard Green.... more ›

 

MC Business is a specialty division that, since its inception more than 25 years ago, boasts a number of successful business book campaigns and bestselling titles.  Recent campaigns include The Millennial Whisperer by Chris Tuff (USA TODAY Bestseller), The Bezos Letters by Steve Anderson (Wall Street Journal and USA Today Bestseller) and Success Mindsets by Ryan Gottfredson (Wall Street Journal Bestseller).  We are currently working with David McCourt on his new Wall Street Journal Bestseller, Total Rethink.

VentureGirls: Raising Girls to be Tomorrow’s Leaders by Dr. Cristal Glangchai (HarperCollins) was a USA Today and Washington Post Bestseller in 2018 and Out of the Gobi (Wiley) by international financier, Wiejian Shan – was a USA Today bestseller in 2019. 

Case studies of many of these campaigns can be found on our site, along with many other business book case studies.

Other notable books MC Business has promoted include:

 

  • Ron Friedman – Critically acclaimed The Best Place to Work (Perigee/Penguin)
  • Howard Green - Railroader: The Unfiltered Genius and Controversy of Four Time CEO Hunter Harrison (Page Two Books)
  • Don Yeager Great Teams (Thomas Nelson)
  • Joe McCormack – CEO READ Finalist, Brief: Make a Bigger Impact by Saying Less (Wiley)
  • Harvey Mackay - NY Times bestseller, Use Your Head to Get Your Foot in the Door (Portfolio)
  • Charlene Li - NY Times bestseller, Open Leadership (Wiley)
  • Michael Mauboussin - Think Twice (Harvard Business Review Press).
  • Marcus Buckingham - NY Times bestseller, StandOut (Thomas Nelson)
  • Teresa Amabile The Progress Principle (Harvard Business Review Press)
  • Tim Ogilvie and Jeanne Liedtka - Designing for Growth: A Design Thinking Toolkit for Managers (Columbia University Press). Selected “Management Book of the Year” by 800 CEO READ, now known as Porchlight

 


 

 

MC BUSINESS BOOKS – SERVICES

 

Business books fall into a number of categories: management, leadership, sales, motivational, personal finance, economic, business narrative, career, workplace, etc. Each category calls for a different media campaign with a specialized list of targeted print and online media. What follows is a general summary of MC Business media campaigns.

 

MC Business approaches book launches combining these three elements:

  1. Traditional Publicity Campaigns (Print/TV/Radio)
  2. Online Media Campaigns
  3. Special Sales at Speaking Events

 

 1. TRADITIONAL PUBLICITY CAMPAIGN

MC Business offers a full range of publicity vehicles to maximize the coverage of your book.

 

A. NATIONAL PRINT MEDIA CAMPAIGN

MC Business focuses heavily on print coverage since it lays the foundation for most successful business book campaigns. Placements include a combination of reviews, features, bylined articles, and mentions or features where the author is used as a source.

If this strategy is included in the campaign, MC Business typically comes on board 4-6 months before publication. A galley mailing is conducted as early as possible, a finished book mailing is conducted approximately four weeks prior to the publication date, and follow-up is carried out for another three months after the launch.

Print outlets and their dotcom entities have the highest priority in terms of allocating PR resources.     

  

Here is a breakdown of some of the outlets:

GENERAL BUSINESS

Fortune, Forbes, The Economist, Inc., Entrepreneur, Wall Street Journal, Bloomberg Businessweek, Fast Company, Harvard Business Review, Investor’s Business Weekly, Financial Times, Strategy & Business, Chief Executive, Industry Week, local business journals, etc.

MAINSTREAM MEDIA

USA Today, New York Times, Washington Post, LA Times, Chicago Tribune, AP, Time,  Reuters, Gannett, all local dailies, etc.

PROFESSIONAL TRADE MEDIA

Brandweek, Advertising Age, Adweek, Sales and Marketing Management, Selling Power, Marketing Week, Training, Training & Development, HR Executive, CIO, etc.

INDUSTRY TRADES

Automotive News, Ward’s Auto World, Beverage World, American Banker, Information Week, Computer World, PC World, Pharmacy Times, Modern Healthcare, Hotel Management, Realtor News, American Family Physician, American Medical News, Restaurant Business, Telecommunications, etc.

NEWSLETTERS

Smart Brief, Executive Excellence, and Soundview Executive Book Summaries         

PERSONAL FINANCE PRINT MEDIA

Money, Smart Money, Bloomberg Personal, Barron’s, Financial World, Pension and Investments, Institutional Investor, and a variety of personal finance columnists. 

 

B. NATIONAL BROADCAST TELEVISION & RADIO CAMPAIGN

MC Business approaches all appropriate national network and cable television stations and shows, including all major morning and talk shows, business programs, newscasts, feature segments, and panel discussion shows. Additionally, we reach out to nationally syndicated radio and regional shows primarily focused on business and news/talk.

Some business books have appeal to the mainstream national shows such as Good Morning America, Today, CBS This Morning and Fox & Friends, but for the most part, there are a select number of appropriate broadcast outlets for business books including:

CNN

CNN International

CNBC

Marketplace

MSNBC                        

Fox Business Channel

BBC                                          

Bloomberg TV/Radio 

CBS Radio

Wharton Business Radio (SiriusXM)

Fox News Channel

Video Interviews:  We do seek out video opportunities as well with outlets such as Business Insider, Cheddar TV, Bold TV, Motley Fool, Yahoo Finance and Huffington Post.

 

 

  1. ONLINE MEDIA CAMPAIGNS

MC Interactive offers online media services that focus on community building, engagement and overall outreach to relevant bloggers, podcasters, large platform sites, as well as to digital journalists writing for online extensions of traditional media outlets.

Some of the important online business outlets include: 

HBR.org                                                Quartz                                     Vox

Business Insider                                    CNN Business                          Project Syndicate

AMEX Open Forum                               CNBC.com                               HubSpot                      

Small Business Trends                          FoxBiz.com                              TechCrunch

 

We conduct in-depth online landscape analyses – which include examining a variety of metrics – ultimately identifying key blogs, websites, and social networks of influence. Our approach is organic, and we tailor each pitch according to the outlet and overall campaign message.

Our community building and outreach services also extend to the work we do with clients on social platforms (Facebook, Twitter, LinkedIn, etc.). We work closely with our clients to develop creative and consistent content on each platform, drawing their attention to their target audience and relevant digital dialogue.

We offer one-on-one social media consultations and coaching sessions in person, by phone, and over Skype, so that clients can develop or strengthen their social media competency and comfort.

Our customized online media outreach campaigns are executed over a 3-6 month period, with a focus on garnering the most grassroots buzz possible around the title and author.

To complement our digital outreach efforts, and when MC Business authors seek website development, MC Interactive partners with an extremely talented team of web designers to build attractive and easy-to-use author websites. We place a strong emphasis on clean, branded sites that serve up your content in an easy-to-digest fashion. 

 

  1. SPEAKING ENGAGEMENTS

We stress a strong speaking platform for business authors. MC Business can set up non-paying speaking engagements as part of your campaign, done purely to promote the book. We set up speaking engagements that result in meaningful book sales (arrangements for books to be pre-sold for the event or at the very least sold at the back of the room after the event), and are known for our connections with venues including: The Conference Board, Association of Corporate Growth, Harvard Business School Alumni Club, Young Presidents Organization (YPO), Entrepreneurs Organization (EO), American Marketing Association (AMA), Society for Human Resource Management (SHRM), Chambers of Commerce, Business Journals, National Association of Corporate Directors (NACD), and International Association of Business Communicators (IABC).

 

 

ADDITIONAL SERVICES

In addition, MC has conducted Satellite TV Tours, National Public Radio Tours, Podcast Tours and Morning Drive Radio Tours for numerous business authors including Michael Eisner, Charles Handy, Andy Grove, Michael Lewis, James Stewart, Dave Thomas, Stanley Bing, Harry Beckwith, Steven Covey, Seth Godin, Jim McCann, Barry Nalebuff, and Seth Goldman.

MC Business has also carried out special promotions to help publicize business books ranging from nationwide contests such as the Best Boss/Worst Boss Contest to targeted promotions with the Admiral Clubs of American Airlines and the World Clubs of Northwest Airlines.

 

SUMMARY

Finally, MEDIA CONNECT is the largest of the independent book publicity agencies, with 15 employees headquartered in New York City. We pride ourselves on personalized service to all our authors – working with them as partners to fulfill their publishing goals. Each author is given a team of seasoned publicists so they can feel confident in the knowledge that their book is receiving the attention it deserves from PR professionals with proven track records.

MEDIA CONNECT provides many other publicity services and counsel regarding business books, including marketing strategies, media training, bookstore appearances and special sale opportunities. We also counsel on all internet marketing matters, web site development, offer referrals to speaker bureaus, bestseller marketing firms, and bring in various experts to assist us in marketing the book.

In terms of overall fees, we can work on a project basis or retainer if desired.  Sometimes that’s easier if the client wants to engage us in a variety of marketing and publicity strategies and has a set budget. We’re flexible!  Please contact us with any questions. We’re happy to arrange a call or meeting to discuss the possibility of giving counsel on an ongoing basis or prepare for the launch of a new business title.

 

Contact: David Hahn, Managing Director

MEDIA CONNECT (a division of Finn Partners)
301 East 57th Street, 4th Floor New York, NY 10022
Direct: 212-593-5847|
david.hahn@finnpartners.com

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TESTIMONIALS

MediaConnect was instrumental in helping me build my personal brand alongside raising awareness for the book. In addition getting quality reviews and feature pieces about my book, they also helped place several bylined articles in great publications, including Bloomberg BusinessWeek and Fast Company, that helped establish me as a thought leader.
— DAVID BURKUS, author of The Myths of Creativity: The Truth About How Innovative Companies and People Generate Great Ideas