Conference Session: How to Write a Book and Use it to Promote Your University

You’ve done the op-eds and social media. Does writing a book make sense to raise the visibility of your university president? Hear how Bentley’s communications team landed a book contract for their president and used it to raise her national profile – and Bentley’s – beyond the occasional byline and radio interview. John McElhenny, Bentley’s communications director, and Chris Joyce, the president’s chief of staff, will share lessons about:
– How to use a book to promote your entire university (and not just your president)
– When a book may be an appropriate vehicle to promote your university– and when it isn’t
– Pitfalls to avoid when working with a publisher
– Which promotion tactics work to create buzz and sell books (and which don’t)
The presentation will include video, social media and copies of Bentley President Gloria Larson’s new book for conference attendees.