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.
On-Demand Course Available Now
Get Featured in Podcasts, TV, Radio, Newspapers, Magazines, and Online Media
Finally! Learn the Publicity Strategies That Get Authors Noticed
You wrote the book. Now it’s time to make sure people actually hear about it.
Every day, thousands of excellent nonfiction books are published, and the harsh reality is that most disappear into obscurity.
Not because they aren’t valuable.
Not because the authors lack expertise.
But because almost nobody knows they exist.
The truth is this: Media exposure builds credibility faster than almost any other form of marketing.
One podcast interview can reach thousands of potential readers.
One television appearance can establish you as the expert in your field.
One article in the right publication can generate speaking invitations, consulting clients, and book sales for years.
Whether your goal is to sell more books, grow your business, attract clients, build your speaking career, or establish yourself as a recognized authority, publicity is one of the fastest ways to accelerate your success.
Become the Author Journalists Want to Interview
In this comprehensive six-week master course, veteran publicist Joanne McCall shares the same publicity strategies used by professional publicists to help authors secure meaningful media coverage.
You will discover how to:
• Identify the best publicity opportunities for your topic
• Find journalists, producers, editors, and podcast hosts looking for experts
• Write media pitches that actually receive responses
• Develop story angles reporters want to cover
• Build a professional media kit
• Prepare for interviews with confidence
• Turn every interview into additional publicity opportunities
• Create a repeatable publicity system you can use throughout your author career
WEEKLY COURSE CURRICULUM
BOOK PUBLICITY MASTER COURSE
WEEK 1: BECOME A MEDIA DARLING AND 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.
- Don’t just want media attention, know how to earn it.
WEEK 3: CRAFT A MESSAGE THAT HOOKS AND 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.
WEEK 5: OWN THE INTERVIEW AND SHOW UP CONFIDENT, POLISHED, 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.
WEEK 2: UNCOVER YOUR UNIQUE MESSAGE
TO STAND OUT
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.
WEEK 4: BUILD YOUR SMART PITCH PLAY BOOK AND MEDIA KIT
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.
WEEK 6: READY, SET, PUBLICITY! USE WHAT YOU’VE LEARNED TO KEEP LANDING INTERVIEWS FOR YEARS TO COME
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.
When you finish this course, you will have a complete, actionable media plan and 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.
Certification Program Q&A
“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!
What happens if I'm unable to pass the quizzes?
The quizzes are self-paced and open-book, so we expect all students to be able to pass. (Nobody has failed yet!) You can retake all of the quizzes as many times as needed.
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.
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 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.
Publishing professionals: Add 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!
Click here to see a detailed list of membership benefits
If you’re not yet a member and want to reach your authorship goals faster, joining the Nonfiction Authors Association is a powerful way to find the answers and support you need.
Membership benefits include:
=> 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, webinar recordings, reports, and legal agreements to find the answers you need and make your author journey easier.
=> 36 Live community meetings held per year! Each month you can attend the Author Brainstorm Exchange, where members connect in small groups; the Author Round Table, an open discussion for brainstorming and Q&A; and Genre Groups, where writers connect by nonfiction subgenre, including self-development, business, memoir, spirituality, health/wellness, and history/sciences/academic.
=> 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.
=> 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, publishing insurance, and more.
Premium Membership Options
- Special benefits for VIP and Thought Leader members, including Marketing Momentum Mondays delivering advanced marketing and monetization strategies to your inbox, FREE admission to the Nonfiction Writers Conference, and all downloadable Author Toolkits.
- 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), a FREE entry in the Nonfiction Book Awards, and a FREE featured listing on NonfictionBookClub.com.
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
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.
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
Feedback from PREVIOUS STUDENTS
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.
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 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.
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.
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.
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!
Over the years, I have attended many an excellent course and webinar at the NFAA, including all three masterclasses (book publishing, book marketing, and book publicity). I have benefited greatly from all of them. The book publicity course in particular was a great example of the high standards that the NFAA achieves consistently. Joanne McCall is a highly seasoned professional with vast experience. In a concise and easy-to-understand manner, she shared a wealth of invaluable information. She is such a lovely person who truly supports everyone who takes her classes. Thank you so much for this, Joanne!
The Book Publicity Master Course sharpened my thinking related to my book and demonstrated to me that I already have everything I need to successfully publicize my forthcoming book.
Gain valuable skills you can use for years to come!
Imagine What Can Happen After Completing This Course
Imagine opening your inbox to interview requests instead of wondering how to market your book.
Imagine confidently introducing yourself as an author featured in respected media outlets.
Imagine your book becoming the reason clients call, conference organizers invite you to speak, and podcast hosts ask you to appear on their shows.
Publicity doesn’t just sell books.
It creates trust.
It builds authority.
It opens doors.
And once you understand the process, you can generate publicity for every future book you publish.
LOCATE, LAND, AND DELIVER MEDIA INTERVIEWS WITH CONFIDENCE
On-Demand Course
COURSE REGISTRATION INCLUDES
- Access to six recorded training sessions from the 2026 live course, averaging 90 minutes each.
- Slides from the sessions.
- Dozens of downloadable handouts, checklists, and templates.
- Option to join the Nonfiction Authors Association and receive discounted member pricing.
- Option to earn professional certification.
Satisfaction is always 100% guaranteed.
If, for any reason, this course isn’t for you, notify us within the first week of training and receive a full refund.
If you want to locate, land, and deliver media interviews like a confident professional, this course is for you!
Course Rate:
Members: $467 | Non-Members: $697
Not a member yet?
You can join with course enrollment and receive the member discount instantly.
Members of the Nonfiction Authors Association: Authority and VIP members can visit your member dashboard for a special discount code. Thought Leader members attend for free!
3-Pay options available in cart.
FOR FAR LESS THAN THE COST OF A PUBLICIST, YOU WILL ESTABLISH EXPERTISE IN YOUR FIELD, BUILD CREDIBILITY, AND SELL MORE BOOKS
COURSE REGISTRATION OPTIONS
(SCROLL DOWN FOR CERTIFICATION OPTIONS FOR PROFESSIONALS)
BOOK PUBLICITY MASTER COURSE
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COURSE +
AUTHORITY MEMBERSHIP
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AUTHORITY MEMBERSHIP $897OR $337 X 3 PAY
COURSE +
VIP MEMBERSHIP
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VIP MEMBERSHIP$1,427OR $497 X 3 PAY
COURSE
THOUGHT LEADER MEMBERSHIP
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THOUGHT LEADER MEMBERSHIP$2,770OR $727 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$1,967 OR $687 x 3 PAY
COURSE + CERT +
THOUGHT LEADER MEMBERSHIP WITH ALL-ACCESS COURSE PASS
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THOUGHT LEADER MEMBERSHIP$3,270 OR $847 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.
