Aleksis Shaw

Table of Contents
Section One: Situational Analysis1
Contact Information..5
Days and Hours of Operation..5
Description of Services.....5
Mission Statement.....5
Administrative Staff....6
Short term goals.....7
Long term goals..7
Strengths of organization..8
Challenges of organization...8
Existing Competitors..9
Government and Regulatory Agencies..9
Reference Publications10
Channels of Communication...10
Exhaustive Ranked List of Client Publics..11
Opportunity Client Statement...12
Target Public Description, Defense, and Demographics13
Target Public Psychographics.13
Defense of Psychographics.13
Strategic Research Design...14
Budget Information.....14
Section Two: Strategic Planning Detail.15
Communication Objective..16
Message17
Spokesperson...17
Spokes Entity18
Section Three: Communication Tactics19
Event Description.20
Event Rationale21
Event Timeline..22
Event Day Timeline..23
Event Partners...24
Partner Rationale..24
Publicity..24
Media Contacts..25
Budget.25
Feedback.25
Media Alert..26
Press Release27
Digital Press Release28
Appendix.29

Aleksis Shaw

Section One:
Situational Analysis

Aleksis Shaw

Invest in the smallest voices,

They have the biggest stories to tell.

PR Plan by: Aleksis Shaw

I have abided by the UNCG Academic Integrity Policy on this assignment. All work
contained within is my own work and follows the guidelines provided.
_____________________________________

Aleksis Shaw
Abstract
Thank you for reviewing the enclosed Public Relations Plan for Chamber Press. This
plan has been constructed to expand company visibility on social media in an effort to
meet the short-term goals of the company within the next year.
Section one of this plan details the client research information: Lists of goals and client
publics, the target public demographic information, company mission statement,
strengths and challenges of the company, and contact information among other things.
The second section of the plan describes the spokesperson and spokes entity, and
outlines the communication objective of the message they will be presenting. In the third
section you will find the writing materials such as the press release and pitch letter that
will be used to further the public relations campaign, as well as detailed information on a
publicity event.
This plan is to be implemented as a technique to achieve greater visibility for Chamber
Press as an independent publisher in the larger publishing industry. Thank you once
again for taking time to review this plan.

Aleksis Shaw
Contact Information:
Chamber Press
3220 Lawndale Dr.
Greensboro, NC 27408
Phone: (336) 588-7503
Email: contact@chamber-press.com
Website: www.chamber-press.com & facebook.com/chamberpress
Days and hours of operation:
Mon-Fri: 10:00 A.M.-8:00 P.M.
Sunday: 11:00 A.M.-7:00 P.M.
Description of Services:
Established in 2016, Chamber Press works to bring you the best in print and digital
science fiction, fantasy, and horror.
www.chamber-press.com
Mission Statement
To give a voice to those who want to be heard. So many talented authors get lost in
todays saturated market. Chamber Press wants to lift them up, clean up their work and
give it a fresh new face. We want to expand their reach and help maximize their
potential.
Self-publishing has its own appeal, but most authors are not born business owners
either.
The appeal of a small press is that we are just as available to the new, emerging author
who has never before been published as we are to the exhausted previously selfpublished author who wants a fresh start and for someone else to do the hard work.
Your story matters you matter!
www.chamber-press.com

Aleksis Shaw
Administrative Staff
Cyrus Spears
Owner
Phone: (336) 588-7503
Email: spears@chamber-press.com
Michael Fuller
Editor
Phone: (336) 521-2564
Email: risingphoenix@chamber-press.com
Aleksis Shaw
PR Coordinator
Phone: (336) 588-8450
Email: aleksis@chamber-press.com

Aleksis Shaw
Short Term Goals:

To have at least 10 books published by the end of the year.

To hire 3-17 additional staff members, having up to 20 employees.
To have a full-time committed artist on staff.
To travel to conventions and organize events.
To have our books placed on shelves by Barnes and Noble, Books-A-Million, etc.

Long Term Goals:

To have a commercial building in 1 - 2 years.

To have books published in multiple genres.
To expand our genres into general fiction and YA.
To incorporate in the next 2 years.
To compete with larger publishers such as Penguin Random House.
Make our first million.

Aleksis Shaw
Strengths of Organization:
The creator and owner of Chamber Press is a published author himself. The first book
to be published by Chamber Press will be a fantasy-horror novel written by the owner.
By using the company to publish his own work, the owner is leading by example. Clients
will see that the owner believes his Press is good enough to support his own work,
which adds the overall credibility of the company.
Chamber Press offers print, digital and audio forms of publishing. Not only do most
independent publishers only offer digital publishing, there are currently no independent
publishers located in Greensboro that focus on the science fiction, fantasy, and horror
genres. There are also no publishers in the area focusing on those genres that offer
more than just on demand printing; since they maintain an inventory of publications.
Since the owner has examples of his own audiobooks and covers readily viewable on
his personal website, clients can quickly see the level of quality they will receive with
these services. Through his personal experience, the owner has networked with a large
community of visual artists, voice actors, and fellow authors that will be vital resources
for establishing these services.
Chamber Press maintains a professional and unique aesthetic through a carefully
crafted company logo and stream-lined website. The company has a growing social
media platform fed largely by transference of followers from the owners persona social
media. This online presence coupled with carefully coordinated events at national
conventions give the company an advantage in bolstering their image.
Challenges of Organization:
Chamber Press launched February of 2016; making it a very young company. Currently
Chamber Press only has one editor on staff and no full-time artist. This slows down the
editing process and makes it harder to maintain consistency in the publication process.
Initial start-up costs are high with the need to purchase ISBN numbers and barcodes, as
well as the cost for printing and employee salaries. The company does have a Patreon
account, and the owner has started an online fundraising campaign, but other methods
may need to be implemented to keep the momentum needed to reach yearly goals.
The biggest reason fundraising will not be more successful is due to the low visibility the
company maintains at this point. With the growing popularity of self-publishing, visibility
is a challenge for all independent publishers.

Aleksis Shaw
Existing Competitors:
Aardwolf Press
Website: http://www.aardwolfpress.com/
Amber Quill Press, LLC
Website: http://www.amberquill.com/
Belfire Press
Website: http://belfirepress.com/main/
Bell Bridge Books
P.O. Box 300921
Memphis TN 38130
Phone: (901) 344-9024
Website: http://www.bellebooks.com/
Dragonfairy Press
Website: http://www.dragonfairypress.com/
Elder Signs Press
P.O. Box 389
Lake Orion, MI 48361-0389
Phone: (312) 337-5985
Website: http://www.eldersignspress.com/
Government and Regulatory Agencies:
Internal Revenue Services (IRS) (State)
4905 Koger Blvd
Greensboro, NC 27407
Phone: (336) 574-6024
Website: https://www.irs.gov/uac/Services-Provided-SIX
Internal Revenue Services (IRS) (Federal)
P.O. Box 931000
Louisville, KY 40293-100
Phone: 1-800-829-4833
Website: https://www.irs.gov/

Aleksis Shaw
Reference Publications:

Writers Digest
10151 Carver Road, Suite 200
Cincinnati, OH 45242
Phone: 1-855-840-5124
Email: writersdigest@fwmedia.com
Website: http://www.writersdigest.com/
Various industry publications

Channels of Communication:

Social Media (i.e. Facebook, Twitter)

Website
Word of mouth
Print media

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Aleksis Shaw
Exhaustive Ranked List of Client Publics:
Rank

Public

Resource

I/E

1.

Authors

Stakeholders

2.

Book Stores

Clients

3.

Readers

Profit

4.

Administration

Management

5.

Artists

Cover art

6.

Editors

Work force

7.

Voice actors

Audio content

8.

Competitors

Motivation

9.

Media

Promotion

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Aleksis Shaw
Opportunity Client Statement
The owner of Chamber Press has built a reputation for himself in the publishing industry
as a professional fiction writer. He has published four full-length fantasy novels in digital
and print forms, and two horror novellas in digital and audiobook formats. He has had
his work reviewed by other authors in the genre and maintains an international
readership.
From the other authors in related genres that he has networked with, as well as the
artists and voice actors he has worked with in the past, the owner has a community of
professionals available that can be used to extend his reach on social media. By
convincing members of this community to be stakeholders in the company, and through
successful and strategic advertising on social media platforms, Chamber Press will gain
the endorsement and visibility it needs to build its reputation in the publishing industry
and attract clients.

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Aleksis Shaw
Target Public Description, Defense, and Demographics
The target public for Chamber Press will be 1,000 unpublished or self-published authors
of science fiction, fantasy, and horror. These authors are the primary stakeholders in
Chamber Press, as it will be their work that we seek to publish, and their work that will
make up the majority of the product Chamber Press will offer book stores and individual
readers. There can be no publishing company without any authors who want to publish
their work.

Target Public Psychographics

Strivers
As a group, Strivers usually have fewer resources and are largely motivated by
achievement. They often use film and video games as a form of fantasy and put an
emphasis on fun. They rely heavily on public transportation and likely wish to improve
their life status but struggle in actualizing this wish.
www.strategicbusinessinsights.com/vals/ustypes/strivers.shtml
Experiencers
This group has more resources than Strivers and is motivated by self-expression. They
often do not conform to mainstreaming, but are knowledgeable of what is trending in
various industries. They put strong emphasis on their friend group and being sociable,
and they have a heightened sense of visual stimulation.
http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml
Defense of Psychographics
The target public fits into the Strivers VALS group because fiction authors tend to have
lower household incomes, and thusly, fewer resources. Those authors seeking to be
published are ambitious in pursuing their goals, but many are not able to be picked up
by larger publishers. They tend to have a high rejection rate, and are less likely to have
formal business experience.
However, unlike Strivers, fiction writers are more motivated by self-expression than
achievement. For this reason, they also share similarity with the Experiencers VALS
group, despite not having as many resources. Due to the growing importance of book
covers in marketing fiction, the necessity of reviews and a strong social media
presence, these authors also tend to have a strong sense of community and are highly
visual.

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Aleksis Shaw
Strategic Research Design
Data will be gathered about the target public through informal, primary research
methods. The first method will use focus groups consisting of non-probability samples of
approximately 20 individual authors, asking qualitative questions through online
interviews over video messengers. In addition, a random sampling of approximately
100-200 authors will be given an informal, online survey with both quantitative and
qualitative questions.
Some sample quantitative questions might include: What is your yearly household
income? Are you married or single? What is your gender? What is your educational
level? What is your employment status?
Some sample qualitative questions might include: What services do you look for in a
publisher? How do you feel about the current status of the e-book market? What
expectations do you have for royalties? How do you want your intellectual property
rights to be protected?
Budget Information
The budget for this plan will be $3,000.00.

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Aleksis Shaw

Section Two:
Strategic Planning Detail

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Aleksis Shaw
Communication Objective:
To maximize the overall visibility of Chamber Press, particularly online, and
subsequently attract more authors to submit manuscripts and build a reputation in the
publishing market. The primary goal is behavioral, because this plan aims to motivate
unpublished and self-published authors to submit manuscripts to Chamber Press. The
secondary goal is informational, since once the Press has garnered their interest; the
target public will need to be informed on the companys policies, regulations,
expectations, and offered services. This will take place over the next year starting April
1, 2016 and ending February 23, 2017; exactly a year after Chamber Press was
established.
By motivating their target public to submit manuscripts, and informing them about what
the company offers, Chamber Press will increase their visibility and thusly accomplish
their short term goals of having a full-time artist on staff and at least 10 published books
by the end of the year.
To achieve these objectives, Chamber Press will promote their first two publications
through social media, magazine advertisement, and the community event detailed in
this plan. To set a pre-program benchmark for realistic expectations, Chamber Press will
analyze their current website and social media traffic data. As of now, the Chamber
Press website has been viewed 472 times. Chamber Press wants to see this increased
by 1,000% (5,000 views) by the deadline. After the program deadline has passed,
Chamber Press will revisit these statistics to see if visibility has been sufficiently
increased.

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Aleksis Shaw
Message:
Invest in the smallest voices,
They have the biggest stories to tell.
This slogan will connect with the target public because it directly states what Chamber
Press wants to do for them. By saying that they want to invest in the authors voices,
Chamber Press conveys respect for the target publics work. It will appeal particularly to
the Striver types ego by implying that Chamber Press sees their potential and wants to
offer resources (hence investment) to see them achieve success. Experiencers will like
the slogan as well because it sounds like a sentiment towards a sense of community
and speaks to interdependence.

Spokesperson:
Cyrus Claude Spears, the owner and founder of Chamber Press, will be the chosen
spokesperson for this campaign. It is obvious that Cyrus as a published author and
business man embodies the goals of the both the target public, and the subsequent
psychographic types. Like our current target public, Cyrus started out unpublished, and
then went through a period of self-publishing before creating Chamber Press. With
multiple works selling international in multiple formats, and expanding readership, Cyrus
represents the achievement and success that Strivers wish to attain. He is also has a
reputation for being very personable with his readership, through one-on-one
conversations and question and answer sessions. This personable quality speaks to
Experiencers priorities of friendship and sociability.

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Aleksis Shaw
Spokes Entity:

Invest in the smallest voices,

They have the biggest stories to tell.
This spokes entity best represents what Chamber Press wishes to communicate to its
target public at this time. It represents our primary goal for the Press and our
stakeholders and current communication objective by representing visibility. The target
public will connect with this image as the magnifying glass represents a magnification of
reader visibility for them as it does overall visibility for the Press. When superimposed
over the globe, the metaphor can be extended to represent our goals for international
outreach through the online market and, eventually, through brick and mortar book
stores. It will also connect with Striver psychographic types because they are motivated
by achievement, and the image of increased visibility directly relates to that.
Experiences will connect with it as well, since they emphasize their friend circle and
being sociable; which makes symbols related to networking and outreach meaningful to
them. If this wasnt enough, this spokes entity also matches our message, since
magnifying is about making small things appear bigger. When viewed in tandem with
the message, if the meaning wasnt clear enough already, it certainly will be now.

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Aleksis Shaw

Section Three:
Communication Tactics

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Aleksis Shaw
Event Description:
The founder and PR coordinator for Chamber Press will partner with the coordinators of
Authors with Southern Charm, an annual author signing event that brings authors and
their readers together. During the convention, Chamber Press will promote its newest
release, Swallow You Whole, and network with potential clients and investors in the
industry. The event will take place at the Charleston Marriot in Charleston, South
Carolina on Saturday, July 23, 2016. There will be two separate signing events that will
take place in the lobby of the Marriot from 10 a.m. to 1 p.m. and 2 p.m. to 5 p.m.
Following the signings, there will be an Author & Reader Southern Belle V.I.P. dinner
starting at 7p.m., catered by the Charleston Marriot. Readers will be invited to purchase
tickets for either one signing (half day), both signings (full day), or V.I.P. tickets (full day
+ dinner). All attending authors will have their own tables set up in the lobby of the
Marriott where readers can purchase signed books on the spot, or bring already
purchased books from their favorite attending author to sign.
This event will allow the spokesperson for Chamber Press to meet in person with his
already established online readership as well as new readers who may not know about
his past work or the Press. Chamber Press will also use this opportunity to sell related
company merchandise, advertise the sequel to this new release, and network with
prospective investors. The budget allotted for this plan will cover the expenses for this
event and the subsequent promotional and sales products. A press release and media
alert will be sent to The Post and Courier (the Charleston Newspaper). At the event,
Chamber Press will offer brochures for readers at the table, and will update online
viewers both during and after the even through social media.

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Aleksis Shaw
Event Rationale:
The primary purpose of this event is to increase overall visibility of Chamber Press
among both investing author and new and established readers. This event will be
designed to appeal to the target demographics primarily through the social element of
the convention.
In addition to being a sales and promotional opportunity for the newest release Swallow
You Whole, this event will also increase overall visibility for Chamber Press and
increase retention rates among the established readership. Moreover, the theme of the
event evokes Southern cultural elements that Chamber Press has considered
incorporating into part of their brand.
This event appeals to the Experiencers heightened sense of visual stimulation and
priority of socializing. Fellow authors will be dining with the founder of Chamber Press
after the signing event, which gives Chamber Press an opportunity to build a rapport
with these potential investors in a personal and relaxed environment. Experiences will
be able touch and examine up-close some of the products Chamber Press has to offer,
and can discuss their own projects and ask questions over dinner.
Even before the dinner, other attending authors will no doubt be monitoring the success
of Chamber Press table, and will see first-hand the kind of customer traffic Chamber
Press can generate during a single event. This will appeal to Strivers and Experiencers
by visually demonstrating the success of the company.

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Aleksis Shaw
Event Timeline:
In order to plan for the event and gather all necessary materials for the table, the follow
timeline will be used.
May 1st , 2016

Reserve a table with the Authors of Charm coordinator.

May 10th, 2016

Begin promotion of the event on the company website and social

media platforms.

May 15th, 2016

Reserve a room at the Charleston Marriot hotel

May 20th, 2016

Order 30 print copies each of Swallow You Whole and The Little
Witch Girl.

June 1st, 2016

Host online giveaway of print or digital copy of Swallow You Whole

on company Facebook page promoting the event.

June 8th, 2016

Send media alert to The Post and Courier.

June 15th, 2016

Print brochures for distribution at the event.

July 10th 2016

Finalize and print copies of business cards for distribution at the

event.

July 23rd, 2016

Attend the event.

July 26th, 2016

Update company blog and social media platforms on the success of

the event.

July 28th, 2016

Reach out to other attending authors via their contact information

for submission inquiries

July 30th, 2016

Compile and evaluate data gathered from the event surveys to

better understand consumer behavior.

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Aleksis Shaw

Event Day Timeline:

8:00 a.m.

Chamber Press staff checks into the Charleston Marriot hotel.

8:30 a.m.

Chamber Press staff sets up table in the lobby and prepares

merchandise.

9:00 a.m.

Chamber Press greets and reaches out to other attending authors.

10:00 a.m.

Chamber Press begins greeting readers and book signing at the

table.

1:00 p.m.

First half of the signing event ends; Chamber Press recuperates

merchandise and has small break.

2:00 p.m.

Second half of the signing event begins; Chamber Press resumes

promotion at the table.

5:00 p.m.

Second half of the signing event ends; Chamber Press dismantles

table and prepares for the Southern Belle dinner.

7:00 p.m.

Southern Belle V.I.P. dinner begins; Chamber Press sits down with
readers and potential investors to discuss business opportunities.

10:00 p.m.

Chamber Press leaves dinner and distributes business cards to

potential investors.

Event Partners:
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Aleksis Shaw
Authors with Southern Charm This organization will provide both the location and the
larger event surrounding our event.
Charleston Marriot This hotel will cater the dinner hosted by our other partner, Authors
With Southern Charm.
Partner Rationale:
Authors with Southern Charm This organization offers Southern authors a table at
their annual event for a flat fee. Chamber Press feels that by reserving a table at their
event, the company will be able to increase promotion of their newest release, as well
as meet potential self-published authors that can submit quality work for publication at
Chamber Press.
Publicity:
Controlled

Printed brochures and flyers

Electronic announcement (before and after event) via company website
Electronic announcement (before and after event) via company blog and enewsletter
Electronic announcement (before, during, and after event) on company social
media platforms

Uncontrolled

Press release
Word of mouth
News Coverage (before or after the event) from local media

Media Contacts
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Aleksis Shaw
Adam Parker
Reporter for Arts & Culture
The Post and Courier
134 Columbus St.
Charleston, SC 29403
Email: aparker@postandcourier.com
Phone: (843) 937-5902
Marty Smith
Publisher
1010 Hale St.
Durham NC 27705
Phone: 919-286-7760
Email: m_k_smith@yahoo.com
Budget:
The budget for this plan is $3,000. The cost for reserving a table at this event, as well as
reservations for the V.I.P. dinner is $130. The cost for printing copies of the books as
well as other print materials and merchandise will be approximately $200. In total, the
estimated cost of this event will be $330.
Feedback:
During the signing event, staff members of Chamber Press will greet and collect
informal verbal feedback from ticketed readers. In addition, during the signing events as
well as the dinner, Chamber Press staff will meet with attending authors to discuss their
books and promote Chamber Press services. Towards the end of the V.I.P. dinner,
Chamber Press staff will distribute business cards to prospective investors and
exchange contact information. After the event, staff will follow up with these authors to
see if they are interested in submitting work to Chamber Press.

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Aleksis Shaw

MEDIA ADVISORY
April 20th, 2016
Media Contact:
Mark Aleksis Shaw,
Public Relations Coordinator
Cell: 336-588-8450
aleksis@chamber-press.com
Chamber Press Has Southern Charm
Chamber Press visits Charleston for Annual Book Signing Event
Greensboro, NC Independent publishing house Chamber Press will be attending the
annual Authors with Southern Charm book signing in Charleston, SC to promote their
new releases Swallow You Whole and The Little Witch Girl.
WHAT: Ticketed readers can readers can meet with the author of Swallow You Whole to
purchase signed copies of the book as well as other products of Chamber Press.
WHEN: Saturday, July 23rd, 2016 from 10a.m. 7p.m.
WHERE: 170 Lockwood Boulevard, Charleston, SC 29403 in the lobby of the
Charleston Marriott
WHO: The founder of Chamber Press and author of Swallow You Whole, Cyrus Claude
Spears, and Chamber Press PR coordinator Aleksis Shaw
Media Opportunities:

Available for interviews and photo ops: Cyrus Claude Spears and Aleksis Shaw

For more information please visit:

http://southerncharm2016.wix.com/southerncharm2016
Chamber Press is an independent publisher of science fiction, fantasy, and horror
novels that launched in February of 2016. Based in Greensboro, North Carolina,
Chamber Press is dedicated to offering unpublished and self-published authors
publishing in print, digital, and audio formats.

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Aleksis Shaw

3220 Lawndale Drive Apt J

Greensboro, NC 27408
NEWS RELEASE
April 1st, 2016
FOR IMMEDIATE RELEASE.
Media Contact:
Mark Aleksis Shaw,
Public Relations Coordinator
Cell: 336-588-8450
aleksis@chamber-press.com
SWALLOW YOU WHOLE
Chamber Press releases horror novel as first publication
Greensboro, NC Chamber Press will launch their first novel, Swallow You Whole, by
April of 2016. The novel will be available for order in print and digital formats on
Smashwords, Kobo, Apple, and Baker & Taylor; among other libraries and retailers.
Written by the founder of Chamber Press, Cyrus Claude Spears, the book follows two
wealthy aristocrats in Victorian England as they make contracts with demons to further
their estates. Swallow You Whole will serve as a prime example of the types of works
Chamber Press wishes to publish.
Im going to call security, God said, with the air of someone who already felt like
security was on its way. Swallow You Whole
The Lord of Hell always does an excellent job of staying on top of things. Ive heard his
employee satisfaction rates are very high... Lady, Swallow You Whole
For more information please visit: http://www.chamber-press.com/
Chamber Press is an independent publisher of science fiction, fantasy, and horror
novels that launched in February of 2016. Based in Greensboro, North Carolina,
Chamber Press is dedicated to offering unpublished and self-published authors
publishing in print, digital, and audio formats.
-###27

Aleksis Shaw

April 20th, 2016

CHAMBER PRESS MEET AND GREET IN CHARLESTON
Greensboro, NC Chamber Press will be attending the annual Authors with Southern
Charm event in Charleston, SC on Saturday, July 23rd 2016. During this event Cyrus
Claude Spears, the founder of Chamber Press and author of their first release Swallow
You Whole, will meet with readers and authors alike to promote Chamber Press.
The event will be held in the Charleston Marriot lobby, where interested readers can
purchase tickets for the morning or afternoon signing events or an all-day V.I.P. ticket
that includes dinner with the author. The morning singing is from 10 a.m. to 1 p.m. and
the afternoon signing is from 2 p.m. to 5 p.m. The V.I.P. dinner with the authors begins
at 7 p.m. and will be provided by the Charleston Marriot.
Chamber Press will be offering signed copies of Swallow You Whole for purchase, as
well as copies of their first childrens book, The Little Witch Girl.

It will be an excellent opportunity to make connections with real readers face to face.
Cyrus Claude Spears
For more information about Chamber Press please visit:
http://www.chamber-press.com/
Chamber Press is an independent publisher of science fiction, fantasy, and horror
novels that launched in February of 2016. Based in Greensboro, North Carolina,
Chamber Press is dedicated to offering unpublished and self-published authors
publishing in print, digital, and audio formats.

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Aleksis Shaw

Email Icon

Facebook Icon

Link to Ticket Purchase

LinkedIn Icon

Link to Southern Charm 2016

29

Media Contact:
Mark Aleksis Shaw,
Public Relations Coordinator
Cell: 336-588-8450
aleksis@chamber-press.com