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What Is Book Publicity and Do I Need It?
February - Rising Leaders Magazine
Publishing a book is the end of a long creative journey. And publishing is just the first step for ambitious authors. Now it’s time to generate publicity for your book.
You may be asking yourself what exactly is book publicity and do I need it? A book publicity campaign is a strategy for you as an author to introduce your book to the public. Read on to find out what a book publicity campaign is, how it differs from other types of PR campaigns, and why it’s essential for authors.
What Is Book Publicity?
Millions of books are written and published in any given year. A book publicity campaign can help your book rise above the rest. It’s designed to target the ideal audience through earned media outreach, social media, targeted ad spends, and other types of activities.
Not only can a book PR campaign generate increased interest and potential sales of your book, it can also enhance your visibility as an expert in your field.
This in turn can lead to opportunities like podcast appearances, speaking engagements or mentions in the media that can help you become a recognized “Authority” in your field.
One important thing to remember is that book publicity is not always about your book. It’s about you. Your book is important to you, but your Authority makes readers want to read your book, and reporters or editors want to cover your book.
Book Publicity Campaigns vs. PR Campaigns
Any kind of publicity campaign has similarities because the overall purpose is the same: to inform the public about a brand, service, or product. However, there are key differences:
- Timeline: Because you want to raise awareness and let potential readers know about your book, a book PR campaign will begin several weeks before publication date. This is different from normal PR campaigns which operate on a more immediate basis in response to current events.
- Audience: Each book has a specific audience. Rather than engaging in a campaign with a wide reach, book campaigns concentrate on a targeted audience, one that will most likely be interested in the topic you’ve written about.
- Focus and Scope: PR campaigns can encompass everything from thought leadership article submissions to generating earned media placements that cover a wide variety of topics. Book campaigns are hyper-focused on the topic of the book and the author’s field of expertise. This concentrated focus is designed to bring attention specifically to the book and your knowledge base in your field.
A Step-by-Step Guide To Creating a Book Publicity Campaign
1. Identify Your Audience
You already know why you wrote your book. Now think about the type of reader who will be interested in reading it. You will want to identify your audience demographics, where they normally go for information, and what their interests are.2. Create Your Narrative
Why did you write your book? What message do you want to convey and who do you want to reach? The story behind your book is almost as important as the book itself, and will help you create a successful book publicity campaign.3. Assemble Your Assets
Do you have a professional headshot? What about a biography that you can send to reporters? How about an image of your book cover? These are important components of a professional media kit. You’ll want to gather these components before you begin a book campaign in order to make it as easy as possible for the media to know the relevant details of your book and message.4. Identify Newsworthy Elements of Your Book
Most books will have an angle that is newsworthy and will be of interest to reporters. Take a high-level look at your book and your background. Think about what would make this interesting to the media and use it in your outreach to reporters and editors.5. Pitch to the Media
Once you have your media kit in place you can begin PR outreach. You, or a PR professional, can target relevant reporters and editors who may be interested in your book. Send a press release announcing your book’s publication date and provide a rundown of the more salient points. Even if they do not cover book releases, these reporters may be interested in your opinion as a thought leader in your field.
6. Target Book Reviewers
The days when every newspaper had a book reviewer are long gone. However, there are still reporters and bloggers who write about new books. You can ask these reviewers if they are interested in your book and send them a review copy for consideration.7. Engage Social Media
Use social media to create conversations about your book. Your platforms are the perfect place to engage with your followers and attract new ones. If you have the funds you can run targeted ads to increase your visibility.8. Consider Targeted Campaigns
You may want to consider a targeted marketing campaign to promote your book. This could include a promotional giveaway, advertising, or other types of marketing. For example, if your book is available on Amazon, you can take advantage of some of the promotional programs they offer to authors.9. Plan a Book Launch
Celebrate with your community by hosting a book launch. This can take place in your hometown, or in any other area where you can attract an audience. Invite the media and other influencers to your event and share it on social platforms.Final Thoughts
Book publicity is essential to letting the world know that your book is available. You’ve spent long hours creating your book, but you must publicize in order to be able to share your knowledge.
Taking the time to understand your audience and to create a deliberate strategy can increase the chances of your book getting into the hands of the right readers. This can also help ensure your place as an Authority in your industry.