Couldn’t we all use a little more balance in our lives?
That is the daily challenge that author Sharon M. Weinstein, MS, RN, CSP, tackles in her book, B is for Balance: 12 Steps Toward a More Balanced Life at Home and at Work. Through partnering with her publisher the Honor Society of Nursing, Sigma Theta Tau International (STTI), Bohlsen Group sought to boost awareness of the book, author, and publisher through a traditional media campaign.
Although the first edition was originally written for nurses, the second edition expanded the target audience. Bohlsen Group also found in preparing for media outreach that Weinstein’s message of simplification and stress management had a much broader appeal and could bring value to many types of audiences. In addition to nursing trade publications and websites, Bohlsen Group created story angles that appealed to not only nurses, but CEOs, social workers, graduate students, HR professionals, and general consumers.
While STTI as an organization is well known within the nursing industry, Bohlsen Group needed to overcome name-recognition issues when reaching out to editors and reviewers outside the sector. In addition, the book faced some challenges securing interest as a second edition.
Through a six-month campaign that included preparation, a press release distribution, media outreach and follow-ups, Bohlsen Group secured not only book reviews, but live author interviews, guest article opportunities, and book excerpt publications.
In the nursing industry, outlets including Nurse.com, Nursing Management, and NURSINGmatters covered the book. Weinstein and STTI also reached new audiences through media coverage by The CEO Magazine, The Globe and Mail (Canada’s top daily newspaper), Mom Talk Radio, HR.com, and About.com: Human Resources. B is for Balance’s geographic campaign reach was wide: outside of the U.S., the book generated interest in the U.K., Canada, Australia, New Zealand, France, Hong Kong, and South Asia.