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Professional Development – Pitch Perfect: How to Promote Yourself

15 March @ 10:00 - 11:30 GMT

Virtual Event
Free – £10.00

Whether you’d like to promote your books through the media or speak at events that will get you noticed by readers, putting together the perfect pitch is an important skill for authors to learn.

This workshop – led by communications specialist Anna Caig – will cover all this and more, including how to make the most of your media outlet or event once you’ve secured your slot. We’ll also look at how to use these opportunities in your other promotion and marketing activity, such as creating content for your social media channels.

What will this workshop cover?

  • How to select the right media, organisations and events to pitch to
  • How to pitch yourself for a media interview
  • How to write an effective press release
  • An introduction to media training and interview skills: perform well and make the most of your interview once you’ve secured it
  • How to pitch yourself to write your own feature or media content
  • How to pitch yourself to speak at events
  • How to perform well and make the most of your speaking opportunity
  • How to milk it! Tips for using media interviews and events as great social media content to reach an even wider audience.

Send us your questions in advance

If you would like to send questions in advance, email Francesca Howell with ‘Pitching’ in the subject header. We will prioritise questions sent in advance and try to answer as many as we can from the audience on the day.


The line-up

Anna Caig – Communications specialist

Anna Caig has worked in communications for 17 years, specialising in media relations, reputation management and strategic marketing campaigns. She now works with traditionally, indie and self-published writers, as well as helping creatives in any discipline find a wider audience. Since setting up Anna Caig Communications, she has worked with over 250 authors to help them spread the word about their work in a way that is authentic to why they write in the first place.

Anna tutors on the MA Journalism course at the University of Sheffield and is the former Head of Communications at Sheffield City Council. She writes crime and historical fiction, and reviews books for the Sheffield Telegraph and on her blog Murder Underground Broke The Camel’s Back.

annacaigcomms.co.uk | Twitter: @AnnaCaig


Any questions? Contact us


Book your ticket below.

SoA Members: FREE
Standard price: £10

All SoA @ Home professional development events are free for members but, if you can afford it, we recommend a minimum £5 donation to the Authors’ Contingency Fund to help us support authors facing financial hardship during the health crisis. DONATE HERE


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Financial support for authors in need through the health crisis and beyond

Since March 2020, the Authors’ Contingency Fund has distributed over £1 million in small grants to authors facing financial hardship due to COVID-19.

With at least 57% of authors facing financial losses during the pandemic, we have helped people struggling financially due to contractual, employment and event cancellations, others who have lost income due to illness, and others prevented from working because of caring responsibilities.

As the health crisis continues, applications for grants continue to come in, and our emergency funds are running low.

So, if you are in a position to help, please donate via the link below. If you are an author facing financial hardship, please click here to see if we can help.


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20% off your first year with discount code SOAFESTIVAL20

The Society of Authors is the UK’s biggest trade union for authors – representing more than 11,300 writers, illustrators, translators and other creative practitioners.

Our standard subscription rate is just £26.25 per quarter (£18.50 for students).

As an SoA member, you’ll get:

  • Access to all our SoA @ Home Festival events for free
  • Unlimited one-to-one professional advice
  • Membership of our online and real-world professional networks
  • A range of member-only discounts, including books, insurance and travel
  • And much more.




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15 March
10:00 - 11:30 GMT
Free – £10.00
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