Educators: Carrie Koepke, Skylark Bookstore; Emily Kallas, Next Chapter, Katie Olson, Minnesota Historical Society Press; Michelle Tuplin, Serendipity Books This session will focus on the importance of being media ready. Before the media ever comes calling. Bookstores are often at the heart of community driven, emotional, and even viral moments, and when that happens, press attention can come quickly and unexpectedly. When Serendipity Books moved locations, over 300 customers showed up to form a human chain and move more than 9,000 books. The moment exploded, garnering national and international attention. But Michelle’s experience highlighted something crucial; when you’re suddenly in the spotlight, it pays to be prepared with the right promotional tools. This session will walk attendees through what a basic media kit should include (store bio, key facts, high-res images, logos, staff info, etc.), how to build a library of press ready assets, and how to act quickly and strategically when your store is in the headlines. We'll also discuss social media amplification and how to work with journalists, both proactively and in real time. Ideal for stores of all sizes, this is about making the most of unexpected opportunities, and ensuring your story gets told the way you want it told. Learn Real world lessons from Serendipity Books and others who’ve gone viral.