Nearly every book promotion campaign aims to boost both the recognition and reputation of a book and its creator. The expectation is often to generate sales, and it’s now just as common to focus on raising the author’s personal profile. Regardless of the purpose, book marketing agencies design custom plans for each client. With self-publishing on the rise, thousands of new titles launch every week, creating intense competition for coverage from media, reviewers, and the reading public. Absent any publicity push, books risk being overlooked. This reality explains the rapid expansion of marketing firms.

Top book marketers possess extensive experience and know which strategies deliver results. Authors may attempt to manage publicity themselves, but usually lack media connections and the hard-won insights of seasoned PR experts. Homemade campaigns often progress sluggishly and can miss chances due to minor oversights. Although hiring a book publicity firm involves an investment, it can ensure a polished approach and maximize opportunities. This often leads to higher success rates because professional publicists are consistent and strategic in their approach across all media.

When a media contact, such as a producer or editor, expresses interest in a book or its author, turning this curiosity into real coverage becomes crucial. Desired outcomes include features in articles and interviews on TV, radio, or podcasts. Podcasts, now as influential as traditional broadcast media, have surged in popularity. A significant portion of Americans tune in, and their audience is still growing. Their niche appeal is a major asset for book promotion, attracting dedicated listeners with specific interests. You can also launch your own podcast or be a guest on other podcasts.

With the coronavirus pandemic now in the rear-view mirror, its impact on book tours endures. Virtual events and online TV interviews are now commonplace. There are benefits to in-person appearances, and some are resuming, but the convenience of satellite or virtual blog tours remains compelling. As long as the media value remote participation—and many do for its efficiency—these virtual options will persist as PR tools. The secret lies in strategically balancing various forms of media exposure. There is no doubt that in-person appearances may form stronger connections, but going virtual expands your reach.