Today more books are being published than ever, and not coincidentally, there are more questions than ever about book publicity campaigns – what makes a good one? Given all the competition in the marketplace, authors face an uphill battle to get their work noticed. The tendency in some circles is to question classic book PR campaigns that seek media coverage. The thinking goes that many more valuable opportunities exist online, so why go after TV, radio, and newspaper coverage? The quick answer is stature and the implied endorsement from media exposure.
It's common for people to think that social media, a blog, and a website can be enough to promote a book. Or that promotional pages on large bookselling websites will do the trick. All can be parts of a successful marketing effort but are forms of self-promotion. If you're already an established celebrity with a loyal fan base, you can sell a book with little more than your online platform. But for most people who have not been well known, media coverage is essential to getting things off the ground. You can also repurpose your media coverage on your website and social media posts.
Nearly all media today are blended, which means they have a solid online presence besides their primary source. What is published in every newspaper immediately goes online, and many readers never pick up a printed paper. The same goes for TV, where shows are available on-demand via online methods at the same time they are broadcast. So when you go after media coverage, you're also doing things that end up online. The virtual versions of articles and shows remain available forever and, in time, amass impressive audiences. Therefore, traditional PR campaigns have a considerable online impact.
Some ways to promote yourself on the internet carry the implied endorsement from someone else. They happen when you guest post on someone's blog or appear on their podcast. Both are excellent book publicity vehicles as long as they reach your target audience. Every part of your promotional campaign must occur where your target readers are watching, reading, or listening. Anything that reaches people less interested in your book will likely produce fewer results. Also, seek book reviews from the media and individual readers who can post their thoughts online.
No comments yet