Look for the expert angle first
C.S. Lewis & Co. Publicists builds campaigns that position authors as newsworthy experts in their field. When you open a kit, notice how quickly it tells you what the author knows and which audiences care. A producer booking a morning segment decides in seconds, so the expert angle tends to sit near the top. Compare how The Entrepreneur Equation frames a business author with how Healthy Lunchbox frames a physician writing for working parents.