Publicity Services

WHAT IS PUBLICITY?


Publicity is the art of creating awareness in print, broadcast or digital media through public relations campaigns. Public relations tactics may include press releases, media alerts, article pitches or article submissions. The objective of publicity is to generate UNPAID media placements that enhance an author’s image and attract interest in the author’s work.

The main goal of author and book publicity typically is not to stimulate an immediate surge of sales, though that may be the result. Instead, the chief goal  is usually to establish a longer-lasting gain in overall author “brand,” which is comprised of name recognition, expertise, credibility and reputation. Another goal may be to create audience buzz about the author’s latest (or first) book, which can create favorable market conditions for sales.

Publicity, which generates UNPAID media attention, contrasts with advertising, which is the use of PAID media placements such as banner ads, TV and radio commercials, Facebook advertising, Google AdWords campaigns and ads in book fair programs.

For more information, see the Publicity FAQ​.

WHY DOES AN AUTHOR NEED A PUBLICIST?


The competition for media attention today is overwhelming. Even books written by well-known authors struggle for visibility in the marketplace. Today over 50,000 new books are published on Amazon each month. That’s why even the biggest-name authors actively engage in book publicity. Even books written by well-known authors struggle for visibility in the marketplace.

Capturing publicity is hard work. It requires up-to-date knowledge of relevant media decision makers and opinion leaders, great writing and relationship skills, a sense of what media channels are looking for, boundless creativity and tremendous persistence. Most authors do not have all these contacts and abilities. Even if they did, their time would probably be better spent writing another book.

For more information, see the Publicity FAQ​.

CAN SELF-PUBLISHED BOOKS BENEFIT FROM PUBLICITY?


Self-published books as well as traditionally-published books can benefit from publicity, but it’s true that self-published books have a more difficult time attracting media attention. Unfounded media biases and the lack of author brand can create a daunting challenge for self-published authors.

That’s why the experience and creativity of a professional publicist is even more important for self-published titles. AuthorScope publicists appreciate the self-published author’s dilemma and have some unique and effective tools that can produce real results.

For more information, see the Publicity FAQ​.

WHAT KINDS OF BOOKS ARE BEST SERVED BY PUBLICITY?


All kinds of books can benefit from effective publicity campaigns, but some more than others. For example, nonfiction titles are generally easier to publicize than fiction. Any book that has newsworthy aspects can achieve broader media attention than a book that has none. Here is a summary of how publicity can benefit some of the major types of books.

For more information, see the Publicity FAQ​.

General Nonfiction

Nonfiction books in general are the easiest to publicize because they are topical, which means that a publicist can more easily identify an audience for the book’s topic and determine which media sources appeal to those readers. Broadcast producers as well as feature writers and editors at magazines and newspapers are typically open to telling their audiences about new sources of information about interesting topics, even when the book is written by a debut author.

AuthorScope specializes in nonfiction publicity and can identify and focus on the most compelling features of your nonfiction book to secure media exposure.

Business Books

Promoting a business book is never just about the book, but also about featuring an author’s expertise and credibility in the specific subject area. In many cases, a book can be a powerful “business card” that establishes and promotes the author’s reputation and credibility. This enhanced credibility can attract new clients and even increase income as a consultant, trainer, advisor or executive. Publicity can magnify the book’s positive influence to thousands of new people literally around the world.

Some goals for a business book publicity campaign:

  • Enhance author’s reputation in his or her field of expertise.
  • Underscore the success of the author or author’s business.
  • Uncover opportunities for consulting, speaking, writing.
  • Showcase author’s credentials and knowledge.
  • Establish awareness of the book to produce sales.
  • Improve return-on-investment (ROI) compared to paid advertising.

Self-help Books

Self-help books cover a wide array of topics from health and wellness to spirituality and personal finances. Because such books generally are filled with specific and practical advice, media decision-makers typically are receptive to publicizing new self-help books. Also, the book becomes proof of an author’s expertise. The more broadly an author’s expertise is broadcast to the public, the more that author's reputation helps sell his or her book.

Some goals for a self-help book publicity campaign:

  • Enhance author’s reputation in the specific self-help topic.
  • Establish a successful book as the basis for a successful series.
  • Uncover opportunities for consulting, speaking, writing.
  • Help to market an author’s related products or services.
  • Establish awareness of the book to produce sales.
  • Improve return-on-investment (ROI) compared to paid advertising.

Children's Books

Which children’s books are best suited for a publicity campaign? To summarize: books that have a universal theme with newsworthy elements written by authors with expertise in those themes. AuthorScope publicists create a compelling story about the book and its author, then pitch that story to media that specialize in the interests of children, parents, families, grandparents and education plus other relevant topics. Since most children do not buy books, publicity efforts are focused on those who do.

Some goals for a children's book publicity campaign:

  • Bring content of value to a wider audience.
  • Enhance author’s reputation in the specific children's topic.
  • Establish a successful book as the basis for a successful series.
  • Uncover opportunities for consulting, speaking, writing.
  • Help to market an author’s related products or services.
  • Establish awareness of the book to produce sales.
  • Improve return-on-investment (ROI) compared to paid advertising.

Fiction

Fiction works can be notoriously difficult but not impossible to promote. Fiction readers typically have a few favorite authors and are often resistant to buying or reading the works of others, particularly those the reader has not heard of. Publicity efforts for novels are usually focused on introducing the author to readers, building up positive reviews and endorsements for the book, and establishing a successful beachhead in the author’s home territory.

Some goals for a fiction publicity campaign:

  • Establish author’s brand and name recognition among readers.
  • Promote the work in a way that distinguishes it from others in its genre.
  • Establish a successful book as the basis for a successful series.
  • Develop a dedicated fan base to help launch the author’s next book.
  • Secure and publicize positive reviews and meaningful endorsements.
  • Establish awareness of the book to produce sales.

Ebooks

All genres of books can be made available as Ebooks. Publicity is well-suited for Ebooks, no matter what the genre or topic, because this market is growing rapidly and Ebook readers are responsive to information about new books. Here are some facts:

  • Ebook readers buy and read more books than readers of print books. This is even more important for a series of books.
  • Digital-savvy readers typically make more book recommendations on social media than readers of print books.
  • Ebook readers can respond to publicized online book links more easily and immediately have a purchased book available on their device.
  • New technologies and devices are continually making Ebooks more available and the reading experience more satisfying.
  • Fiction is the most popular Ebook genre, but cooking, self-help, business and spiritual/religious books are also popular.

AUTHOR PUBLICITY


In 2016, Calumet Editions, a publisher of fiction and nonfiction books, conducted a survey to determine the primary factors that influence book purchases. 

  • For fiction titles, the most important factor was the name recognition and credibility of the author.
  • For nonfiction books, author reputation was the second most important factor, with the “topic” of the book being the only factor more important.

In summary, the survey revealed that if a reader doesn’t already know and trust you, chances are he or she won’t buy your book.

This fact underscores how important your author brand and familiarity are to the reading public. Publicity is one of the chief ways of establishing name recognition and credibility among readers. AuthorScope publicity campaigns for authors are specifically designed to introduce new authors to their potential audiences and establish a compelling brand that makes the author a candidate for the reader’s bookshelf.

AuthorScope knows how to position you as an author or expert in the marketplace and build your brand quickly and cost-effectively.

For more information, see the Publicity FAQ​.

WHAT ARE TYPICAL PUBLICITY TACTICS?


  • Create and implement publicity plans for a book or an author.
  • Solicit book reviews and endorsements.
  • Reach out for media coverage in local and national magazines, newspapers, TV and radio, and libraries.
  • Arrange book signing events.
  • Secure and book blog tours.
  • Seek speaking and panelist opportunities at book trade shows and other relevant events.
  • Create author media kits.
  • Write publicity-oriented articles about the author or book for distribution to targeted media.
  • Prepare and distribute press releases.
  • Develop social media publicity campaigns.
  • Recommend book competitions and arrange for applications.

For more information, see the Publicity FAQ​.