Calling all authors, publishers, and publishing industry professionals.
welcome to the book publicity master course AND PROFESSIONAL certification program
A professional publicist teaches how to get media attention for yourself or your clients.
Self-Study now available
and includes complimentary registration in the next live course.
Live class returns fall 2026.
Join us for a COMPREHENSIVE 6-week ONLINE course
The Book Publicity Master Course shares the secrets top publicists and media trainers use on a regular basis that will land you the media coverage you desire for your books now — and in the future.
Whether you want to publicize your own books or help your clients get media attention for their books, this comprehensive course will help you:
Discover what you really want. Is it fame? Visibility? To be in demand? Grow your following? Make more money? Get more speaking engagements? Give more interviews? Become a thought leader? Become an influencer? Feel more empowered and in control of your own destiny? What you want to feel less of? Do you want less frustration? Less overwhelm? Less fear and indecision? We will get clear on your goals so you can align them with media-attracting strategies that get results.
Land media interviews. This includes cracking the top tier: New York Times, Washington Post, Fast Company, Cosmo, Self, and whatever outlets are at the top of YOUR dream list. Then learn what must you do for the top tier to even look at you. (Hint: The only way to get to the top is to start where you are.) Learn how to use this and make it work for you and your book(s).
Deliver like a pro. Present yourself with the kind of finesse and polish that makes you a media rock star. Hint: A lot of people do this badly, but once you know these media training tips and strategies you will master your media presence.
Embrace the Inner Game of Media. Few talk about this, but it is critical to your success. There are things that hold us back from reaching our dreams. Now is the time to resolve that inner conflict and get ready to go for it by replacing stress with excitement.
Embrace the outer game of media and stand out. It is not enough to stand up these days. Anyone can do that. The trick is standing out in an incredibly noisy and distracted world!
Leverage hooks, and soundbites, and stories. (Oh, my!) Messaging is everything. Discover your key messages that will move your target audience and learn the tips and tricks that will get you responses instead of landing in the media black hole.
Create a professional media kit with materials that impress. Landing the interview is only the beginning. How to anticipate what media will need and have it ready to go is equally important. Show you are a professional and you know how the system works by building an effective media kit.
Anticipate Surprises! Learn how to handle the unforeseen and unexpected during an interview and come out smelling like a rose.
Master the rules of the game. Discover the top media mistakes to avoid and the tasks you should do consistently.
Deliver like a pro. Present yourself with the kind of finesse and polish that makes you a media rock star. (Hint: The tools have democratized. Being good at it has not.) A lot of people are doing it badly. You can master it once you begin practicing these pro tips and strategies.
Become a Media Darling and create your own media empire. Learn essential media strategies now so that everything you do builds on previous successes. Then you will make yourself irresistible to the media and they will begin to call YOU!
WEEKLY COURSE CURRICULUM
BOOK PUBLICITY MASTER COURSE
WEEK 1
BECOME A MEDIA DARLING
Show up like someone the media can’t resist
- Get crystal clear on your media vision.
- Learn the inner mindset and outer strategies that attract attention.
- Discover what makes the media say “YES.”
- Claim your expert status.
- Become the go-to guest that editors, producers, and hosts remember.
By working this module, you won’t just want media attention. You will know how to earn it.
WEEK 2
UNCOVER YOUR UNIQUE MESSAGE
To stand out, you need to know what makes you different and how to communicate it clearly.
- The three types of media and why each one matters.
- How to uncover what sets you apart (even if you’re not sure yet).
- Branding vs. positioning: What’s the difference and why it matters.
- Stories, key messages, and irresistible hooks, Oh My!
- How to answer two of the media’s favorite questions that are on their minds. Guaranteed!
- How to say it all succinctly because less is more when you’re under the spotlight.
By working this module, you will have the tools and clarity to position yourself as the obvious choice for interviews and features.
WEEK 3
CRAFT A MESSAGE THAT HOOKS
If you can’t capture attention fast, you lose it. This week is all about creating content that makes the media say yes.
- Create powerful soundbites, stories and talking points.
- Build a professional media kit and online media room.
- Write press releases and pitch letters that get noticed.
- Use templates to simplify your workflow.
- Develop great interview questions and interview topics.
- Write bios and one-sheets that highlight your brilliance.
- Stay organized with a booking sheet that keeps your sanity intact.
By working module, you will have everything media ready so you can say yes to every opportunity with confidence.
WEEK 4
THE SMART PITCH PLAY BOOK
This is where strategy meets action. It’s not just about pitching. It’s about pitching smart.
- Build a targeted media list: Your dream shows, ideal outlets, and no-brainer placements.
- Assess the tone and culture of a show. Is this one right for me? How to discern.
- Create irresistible pitch letters that get responses.
- Learn what makes a media kit stand out (with real examples).
- Know where you belong: Evaluating social media stats, Tik Tok, BookTok & more.
- Fine-tune your outreach so you’re not just seen–you’re booked.
By working this module, you’ll know who to pitch, how to pitch, and why they’ll say yes.
WEEK 5
OWN THE INTERVIEW
You’ve landed the interview. Now what? This week is all about showing up polished, poised, and unforgettable.
- Prepare for TV, radio, podcasts, print, and on-line camera interviews with confidence.
- Avoid common mistakes that sink interviews.
- Handle tough and unexpected questions with ease.
- Deliver soundbites that stick and stories that shine.
- Use your voice, body language, and presence to engage any audience.
- Turn one interview into many by being a dream guest.
By working this module, you will have the skills to own every media moment. No stumbles, no stress, just results.
WEEK 6
READY, SET, PUBLICITY!
Now it’s time to pull it all together and go public with purpose, confidence, and strategy.
- Map out your custom publicity plan.
- Learn how to think like a publicist (because now, you are one).
- Discover what media really wants to see, and know how to deliver it.
- Polish your soundbites, prep for interviews, and stay on message.
- Leverage every media win to get your next one.
- Stay focused, stay visible, and keep momentum going.
By working all of these modules, you will have a complete, actionable plan along with the tools to keep your publicity machine running for years to come.
meet your course instructor joanne mccall
a leading expert in media and book publicity
Publicist, media insider, trainer and coach Joanne McCall helps influencers, nonfiction authors, and business leaders become Media Darlings, so the media calls them. Her secret sauce is not only positioning, securing, and helping authors to capture media attention and deliver compelling interviews, she helps them create and develop their own media empire, while enjoying the process. On a first-name basis with hundreds of top-rung producers, editors, writers, and journalists, Joanne secures coverage for clients including Brian Tracy, Ken Blanchard, Dave Ramsey, Geneen Roth, Dr. Donna Stoneham, The Deepak Chopra Center for Wellbeing, the co-founder of Neuro-Linguistic Programming (NLP), Dr. Richard Bandler, and many others. She is the creator of Media Book Camp and Media Finishing School, and is the author of Media Darling: Shine Through Every Interview. Learn more: www.joannemccall.com.
CALLING ALL PUBLISHING INDUSTRY PROFESSIONALS!
JOIN OUR OPTIONAL CERTIFICATION PROGRAM TO GROW YOUR BUSINESS
If you’re a marketing or publicity professional, virtual assistant, authors’ assistant, publishing industry professional, or you want to build a career in one of these fields, this certification program is for you.
Participants take an online quiz following each course module. Once you pass all quizzes with a score of 80% or higher, you will receive the following:
- A one-year listing in our online directory of Certified Book Publicity and Marketing Professionals OR our directory of Virtual Assistants for Authors, which will be promoted to our community year-round. We expect your listing will generate more than enough business opportunities to justify the cost of this program. ($297 value for listing)
- Written interview with you featured in our blog and shared across our social media networks, highlighting the services you offer.
- Frame-worthy gold foil-accented certificate mailed to you.
- Exclusive Certified Book Publicity Professional logo, a digital asset you can post on your website and in related marketing collateral. This endorsement from the Nonfiction Authors Association is meant to set a standard in our industry, making you a founding member of this program.
- Professionally-designed graphic featuring you as a certified pro and shared across the NFAA social media channels. You will receive a copy too!
- Access to an exclusive database of content available only to graduates of this program, including digital templates you can customize with your own logo and use with your clients.
- Invitation to join our private Facebook group available only to Certified Book Publicity Professionals, providing ongoing support for your business journey.
Yes, we’ve PACKED this certification program with value! We want to be sure you leave the program ready to grow your business and help authors expand their businesses, too.
“I just wanted to let you know that I gained my first client through my posting on your website. Not only is it a lucrative project, but it is the type of content I absolutely love to work with. Cheers to supporting awesome creative endeavors!
Certification Program Q&A
How long is certification valid? Certification is valid for three years. You can re-take the course and re-certify at a special discounted rate.
Can I renew my website listing in the directory after the one-year term? Yes, directory listings can be renewed for just $297 per year.
What kinds of opportunities can I expect from my directory listing? Our existing Recommended Resources page is one of the most popular pages on this website. We expect most certified professionals will receive client inquiries from our site throughout the year, and though we cannot guarantee results, we generate tremendous website traffic to this directory and know your listing will be viewed by thousands of site visitors.
How is this different from the certification with the Book Marketing Master Course? Marketing and publicity are two different functions. Publicity deals with media interviews (radio, podcasts, television, newspapers, magazines, and online outlets), while book marketing has a broader scope. Publicity is covered briefly during the Book Marketing Master Course, but this program provides an immersion into the topics of attracting media, sending pitches, and delivering interviews successfully–all by a seasoned publicist.
What happens if I am unable to pass the quizzes? The quizzes are self-paced and open-book so we expect all students will be able to pass. You can re-take all of the quizzes as many times as needed.
Publishing professionals: Add the optional certification with course registration below.
Join the Nonfiction Authors Association when you register and receive discounted member pricing!
Authority and VIP members of the Nonfiction Authors Association save 33% off all our courses.
Thought Leader members attend for free!
Membership benefits include:
=> Access to twice-monthly educational webinar recordings, which are exclusively available to members only.
=> Weekly Author Advisor email featuring podcasts seeking guests and outlets where you can publish nonfiction articles and essays so you can grow your platform.
=> Huge database of templates, checklists, recordings, reports, and legal agreements to find the answers you need and make your author journey easier.
=> Live monthly Zoom events including the Author Brainstorm Exchange, where members meet in small groups, and the Author Round Table, an open discussion for brainstorming and Q&A.
=> Private Facebook group to connect with authors and industry pros.
=> Meet-the-Members program where you can share your book announcement with our email subscribers, blog, and social media community, plus share an excerpt of your book on NonfictionBookClub.com.
=> Discount (33%) off our year-round Nonfiction Book Awards program and author toolkits.
=> Discount (33%) off our exclusive courses, including the Book Publishing Master Course and Book Marketing Master Course, both with optional professional certification.
=> Discount (33%) off the Nonfiction Writers Conference, held entirely online since 2010.
=> Discounts with NFAA partners including Lulu, Office Depot, Findaway Voices, and more.
Premium Membership Benefits
=> Special benefits for VIP and Thought Leader members, including FREE admission to the Nonfiction Writers Conference ($300+ value), NFWC Greatest Hits, all downloadable Author Toolkits ($600+ value) and a free featured listing on NonfictionBookClub.com for added visibility with readers ($250 value). Total added value: $1,100+
=> Thought Leader members get an all-access pass to ALL live courses, plus immediate access to the Book Publishing and Marketing master courses (self-study), and a FREE entry in the Nonfiction Book Awards. Total added value: $6,500+
Since 2010, we have helped thousands of people learn to write, publish, and promote nonfiction books. We can help you find the answers you need to accelerate your path to success.
I just wanted to tell you how much I value all that you are doing with NFAA. It is one of the best investments in a membership I have ever made. I have been listening to your webinars and taking copious notes during them. One of my favorites was Revenue Stream for Authors. I am using it as a checklist for the many ways I can promote my book. It helps keep me focused. Being a first-time author was daunting enough. I didn’t realize how much time and effort it takes to promote a self-published book. NFAA has given me the tools for structuring that process. I would recommend NFAA to both the novice and seasoned author. ” – David Petrovay, PhD, Author of Life Between Jobs: Out of Work…Not Out of WORTH
WHO SHOULD TAKE THE BOOK PUBLICITY MASTER COURSE?
This course is ideal for:
- Nonfiction authors, new or experienced, who want to gain more media coverage
- Book publicity and marketing staff
- Virtual assistants and authors’ assistants
- Book coaches, editors, and ghostwriters who want to gain a better understanding
- Publishing industry professionals
- Fiction authors will find value here too, though materials are crafted for nonfiction
WHO SHOULD TAKE THE PUBLICITY CERTIFICATION?
The Book Publicity Professional Certification is ideal for:
- Marketing staff for book publishers, publicity firms, etc.
- Virtual assistants and authors’ assistants
- Publishing industry professionals
- Anyone wanting to enter the above fields
- Authors are welcome to participate in certification as well (You can expand your own service offerings and challenge yourself to enhance your professional credentials!)
Feedback from PREVIOUS STUDENTS
Thank you for a practical pathway to book publicity. I appreciated the detailed tips, examples, and “don’ts”. I now have a good understanding of the types of media that I can confidently provide for my authors as a publishing pro — and the types of media that are more effectively targeted by a publicity pro.
Joanne McCall is a treasure for writers who desire more visibility and more avenues for finding readers. Her course is dense with vital information and behind-the-scenes knowledge for all of us who aim to be guests for interviews, podcasts, news stories. Her generosity and candor in sharing her years of experience are much appreciated!
I’ll watch each session again so I don’t miss a thing.
This course exceeded my expectations. Joanne was an amazing instructor! She was punctual, friendly, professional, and knowledgeable. The course was a great balance of her sharing information and answering the questions we had. Joanne was involved
in the Facebook Group answering or commenting on every post. At the end of the six weeks I have a strong vision of what I want to accomplish and what I need to do to get there. I would highly recommend, and I would this course and be first on board to sign-up
for any other course Joanne might teach.
I can’t say enough about Joanne McCall and her NFAA Media Training course. She did a fantastic job of presenting key points in a well-organized way. And, she is both incredibly competent and kind. In three sessions, she was able to make everyone feel comfortable, to give both general and more specific guidance, and to generate noticeable improvement! This course went above and beyond my expectations. Highly recommended.
Joanne McCall not only exudes positive energy, but shares her abundant knowledge through constructive critiques of practice interviews. I’m using the media training to help my HikingAutism.com website become a springboard for my book Just Get to the Trailhead that I’m working on for publication. Very helpful class for honing effective media skills!
Joanne McCall provided us with practical tips for preparing for media interviews, successfully launching an interview, and maximizing opportunities to get our key messages out about our books in a thoughtful, success-oriented way. I highly recommend this training to members!
The book publicity master course is a must for anyone who is in the publishing business. Joanne McCall is a seasoned professional publicist who knows the business inside and out and passes on valuable information about how to interact successfully with the media that is difficult to find elsewhere.
Gain valuable skills you can use for years to come!
BOOK PUBLICITY MASTER COURSE RECAP
6-Week Self-Study Course
Includes complimentary registration in the next live course, returning fall 2026.
COURSE REGISTRATION INCLUDES
- Access to six weeks of recorded training sessions averaging 90 minutes each, including Q&A.
- Complimentary registration in the next live course, returning fall 2026.
- Dozens of downloadable handouts and bonus materials.
- Option to join the Nonfiction Authors Association and attend the Nonfiction Writers Conference (online event).
OPTIONAL CERTIFICATION REGISTRATION INCLUDES
- All course benefits
- Quizzes for each module
- One-year listing in our directory of Certified Book Marketing and Publicity Professionals or Virtual Assistants for Authors (must pass all six quizzes with score of 80% or higher)
- Gold foil certificate mailed to US participants upon completion
- Logo featuring professional designation for use on your website and in marketing collateral
- Customizable templates you can use for your own clients
- Invitation to private Facebook group available only to certified professionals
Satisfaction is always 100% guaranteed.
If for any reason this course isn’t for you, notify us within the first week of purchase and receive a full refund.
DOZENS OF HANDOUTS INCLUDED!
- Tips for Becoming Irresistible to Media
- How to Become a Media Darling so the Media Calls You
- Worksheet – Essential Questions to Get More Publicity
- Worksheet – Identify Your Expertise
- Worksheet – Daily Questions to Improve Media Results
- Worksheet – You Media, Rented Media, Earned Media
- Worksheet – Get Clear About Your Author Branding
- Worksheet – Identify Your Target Market
- Worksheet – What Problems Do You Solve?
- Worksheet – Develop Your Media Hook
- Worksheet – Develop Your Core Message
- Worksheet – Create Hooks Based on Questions, Assertions and Controversies
- Worksheet – Key Messages from Your Book
- Media Kit Outline
- Media Room Checklist
- 3 Sample Press Releases
- Template – Pitch Letter
- Worksheet – Interview Questions
- Interview Topic Examples
- Author Bio Examples
- Sample Speaker Sheet
- Worksheet – Create Your Sound Bites
- How to Think Like an Editor/Producer
- Worksheet – Create a Book Sheet
- Sample Letter – Galley Copy Available
- Worksheet – Assess the Culture of the Show
- Worksheet – Your Dream Media List
- Sample Media Kit
- 2 Sample Pitch Letters
- Worksheet – Social Media
- Locate Media Contacts with TikTok
- How to Shine on Camera
- Essential Media Terminology
- How to Handle In-Person Interviews
- Worksheet – Prepare for Live Interviews
- Tips for Being on Camera
- Exercise – Practice Mock Interviews
- Prepare for Podcast and Radio Interviews from Home
- Worksheet – Prepare for Video Interviews
- Worksheet – How to Leverage Your Media Interviews
- What to Remember Before Your Interview
- Interview Planning Tools and Techniques
- Publicity Cheat Sheet
- Tips for Maintaining Focus
- Worksheet – Think Like a Publicist
- What Media Wants to See When They Investigate You
- Worksheet – Create Your Soundbites
If you want to locate, land and deliver media interviews like a pro, this course is for you!
3-Pay Options Available at Checkout
Members of the Nonfiction Authors Association:
Visit your member dashboard for special discount code.
Not a member yet?
You can join with course enrollment and receive the member discount instantly.
COURSE REGISTRATION OPTIONS
(SCROLL DOWN FOR CERTIFICATION OPTIONS FOR PROFESSIONALS)
BOOK PUBLICITY MASTER COURSE
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SATISFACTION IS ALWAYS GUARANTEED
COURSE +
AUTHORITY MEMBERSHIP
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AUTHORITY MEMBERSHIP $870OR $315 X 3 PAY
COURSE +
VIP MEMBERSHIP
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VIP MEMBERSHIP$1,250OR $445 X 3 PAY
COURSE
THOUGHT LEADER MEMBERSHIP
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THOUGHT LEADER MEMBERSHIP$2,490OR $655 X 4 PAY
COURSE + CERTIFICATION OPTIONS FOR PUBLISHING INDUSTRY PROFESSIONALS
COURSE +
PROFESSIONAL CERTIFICATION
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PROFESSIONAL CERTIFICATION$1,497 OR $525 x 3 PAY
COURSE + CERTIFICATION + AUTHORITY MEMBERSHIP
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GREAT DEAL FOR NEW MEMBERS WHO WANT TO JOIN.
COURSE + CERTIFICATION + VIP MEMBERSHIP
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VIP MEMBERSHIP$1,790 OR $635 x 3 PAY
COURSE + CERT +
THOUGHT LEADER MEMBERSHIP WITH ALL-ACCESS COURSE PASS
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THOUGHT LEADER MEMBERSHIP$2,990 OR $770 x 4 PAY
Please note that we do not guarantee any outcome or financial benefit for participants. Results will vary and depend in part on the effort you put into participating in the course and then implementing your marketing plans. Course benefits, dates, and times are subject to change due to unforeseen circumstances. As a reminder, you can cancel and request a full refund for any reason within the first two weeks of the course. We look forward to having you join us. Questions? Contact us here.
