When launching a PR campaign focus on the author, not the book.

Publishers invariably disagree with me on this one. Perhaps the most heated discussions that I've had with publishers have dealt with that topic.

Don’t misunderstand me, I understand where the publishers are coming from. They’ve put their time and money into producing, publishing and distributing the book, so, from their perspective, all of the PR and marketing efforts should be focused around one topic – the book.

Point taken.

The only trouble is that they are wrong!

Yes, a major focus is on the book. That’s generally going to be the PR engine that drives the train. But if you expand the focus to include the author, you’ve suddenly greatly enlarged your marketing bullseye. The story could be about an author’s journey, or a cause that the author is involved in or a unique incident in the author’s life, or a previous work that acts as a gateway to the new book

Point is, you never know where the story that will interest the media lies. And, chances are it’s not going to be a one-size-fits all pitch that is going to work. You’re going to want to develop different stories to appeal to various media outlets.

This approach seldom appeals to publishers. They feel the book will get lost. But think about it. The book is the author’s baby. That book represents blood sweat and tears as well as hopes and dreams.

Believe me, the author will bring the book into the story.

So, whether you’re working with a major publisher, a boutique publishing house, or are self-publishing remember that your story is vital to the PR and marketing.

And remember that, like it or not, the bulk of the PR outreach is going to fall on you. So, make it fun. Make a list of the various possible story ideas.

Utilize your storytelling gift to tell your story and sell your book.