Truth is, whether you're a self-published author, have signed with a boutique publishing firm or have landed a contract with one of the major houses –

You need to launch your own PR campaign

For example, one of the most confusing (and generally disheartening) conversations I have with authors who have signed with a traditional publisher is about public relations and marketing.  Most authors, particularly new writers, assume that because they went the traditional route, their PR needs will be taken care of. 

That is seldom, very seldom, the case.

It often falls on me to explain to those authors who have signed even the largest most powerful publishing companies that they have an editor, a printer and a savvy, connected distributor.  But when it comes to marketing and particularly to PR, it’s best not to expect much.

I read a study that stated that all toll the average book is allotted $200.00 for book publicity.  I can tell you from over 25 years of experience, a $2000.00 investment will not get you or your book very far when it comes to creating a buzz, building reader awareness or stimulating book sales. 

As an outside book PR firm we’ve worked with both large, medium sized, small publishing houses, from Simon & Schuster and HarperCollins to boutique literary and trade publishers.  And, in just about every case, the bulk of the PR responsibility has fallen on us.  We’ve also worked with a number of self-published authors, but they generally understand that they need to retain a book PR firm.   For those writers who chose not to retain their own PR representation, it can be a somewhat harsh learning experience once they realize that their publisher is doing little more than sending out a press release and hoping that it generates some media interest.

I am not knocking traditional publishers here.  On the whole they do a good job.  But the reality is that, except for their name writers, the majority of their promotional efforts focus on some marketing and little or no PR.  Publishers simply don’t have the staff to afford each book a full PR effort.  Their in-house PR department could be assigned as many as thirty books a month, with thirty more following the next month.  That’s not going to give most books much of a chance, particularly for authors who are leaving the PR efforts up solely to their publishers. 

So, what is an author to do?    

Take matters into your own hands. 

If you can hire a PR firm that specializes in representing authors, or a book publicist, do it.  If you can’t afford a firm there are still steps you can take.

Build a media list, write a press release with a strong call to action, develop compelling stories and don’t wait for the media to come to you. 

The bottom line is regardless of whether you’ve signed with a top-tier publisher, are working with a boutique firm, or have self-published your work, you need to launch your own PR campaign and generate your own publicity. 

The good news is that it’s in your control.

Not only can you do it -

You can launch an effective PR campaign and establish yourself as a successful author.