Agents and editors tend to look favorably on authors who are promotable. You don't have to be an international authority on your subject, but it helps if you can demonstrate some experience in making a name for yourself. There are lots of ways to heighten your profile, even if just on a local level.

Radio Commentary

Local radio stations — particularly those with an all-news or all-talk format, and local affiliates of National Public Radio — often produce weekly shows on topics of interest to their listeners: local sports, parenting and relationships, music, food, and so on. You might be able to get a spot as a guest on one of these local programs, or even as a cohost or a member of a panel of experts. Sometimes local radio stations also allow listeners to record commentary — sort of an audio opinion piece — for broadcast. These appearances can be one-time deals or regular gigs. Think about what you might have to offer for the station's listeners, then contact the program director with a proposal.

Don't believe something like this can make a difference? Several years ago, an agented author had an editor interested in his book proposal, but the publication board (the committee that decides whether to buy manuscripts) was waffling. The agent asked the author if he had any credential that might tip the scale in his favor. After a lengthy conversation, the author mentioned that he taped regular short radio pieces that were aired across the country. Because they were public service announcements and he didn't get paid for them, he hadn't thought them worth mentioning before. The agent took this information back to the editor, who told the pub board, and the book was sold — all based on this “minor” credential.

Media Expertise

Reporters for newspapers, magazines, radio, and television always are looking for “talking heads,” jargon for experts who provide context and analysis in news stories. If you're an authority on anything from political polls to personal fitness, get your name in the Rolodex of every reporter in your area. Keep clips of articles in which you are quoted and tapes of your radio or television appearances, and keep track of stories that might be picked up by statewide or national media. Most local newspapers are members of the Associated Press and other wire services, and if the story is of sufficient importance or general interest, chances are good your quote for the Small Town Daily News might appear a day or two later in the Big City Gazette.

The more often you appear in news stories before your first book is published, the better impression you'll make on agents and editors, who'll see you as a promotable author. Once your first book is on the market, you will be automatically considered an expert and will get even more media requests. Each news story that quotes you will identify you as the author of your book, making you even more attractive as an author.

Speaking Engagements

Can you write a fifteen-minute speech on your favorite hobby, social cause, or even an aspect of your job? Local civic, business, and social organizations might be interested in hearing it. Organizations like the YMCA and YWCA, Rotary clubs, and even Girl Scouts and Boy Scouts troops often invite outsiders to give short presentations to their members. You probably won't get paid for making these appearances, but you can make valuable contacts, gain experience in public speaking, and raise your profile as a player in your community. At the very least, this kind of experience tells agents and editors that you are comfortable in promotional situations. If you're able to build a large attendance for your engagements, you can give each participant a copy of your book (the cost being included in the price of admission, of course), which gives you another platform for promoting yourself and your work.

Teaching Gigs

Another way to establish your credentials is to teach your book topic to others. You don't always need a teaching certificate; requirements vary according to the type of course you teach. Check with your community college or school district to see if they offer community education courses. These are generally offered as not-for-credit classes, so the requirements for teachers are much less stringent. Find out how to submit a proposal for a class on your pet subject. Ideally, you should teach a class that strongly relates to your book topic to bolster your qualifications to write your book. Again, once you get published, you can include a copy of your book in the fee for students who take your class.