Publicize Your Book Yourself with Great Results

You’re writing a book?! Whether you’re working with a traditional publisher or plan to self-publish, you will be involved with the book’s PR. You can, of course, hire a professional PR firm. However, if you do not have a pro budget or simply would like to try, you can successfully do it yourself.

Sandra Beckwith, a national award-winning publicist, author of two publicity books, and online course instructor for “Book Publicity 101: How to Build Book Buzz”, has helped many authors handle their own book PR with rewarding results. Sandra offers some important 1st Person PR insights for your next book, and you will find more at her site, BuildBookBuzz.

“Many authors start the public relations process three months before the book’s publication date or while they’re researching the book,” Sandra says. “Authors know the people they have written the book for and they have to identify the gatekeepers who reach their readers. As they connect with the media marketplace, authors are establishing their credibility and building relationships.”

Pre-publication homework includes checking targeted blogs, social media sites, mainstream and trade magazines and other relevant media. Some authors start working on virtual book tours.

“Time your PR efforts so people can buy your book immediately upon publication,” Sandra says. Don’t worry so much about book reviews and their potential to develop or increase sales. While book reviews are helpful, too many authors forget that there are other valuable things they can be doing to generate sales as well. Many books, she notes, won’t be reviewed even when they’re traditionally published.

However, your book can establish you as an expert resource and offer you many opportunities for recognition in all media.

As Sandra explains on her site, “I learned about this the hard way. My publisher didn’t have the staff to take advantage of the publicity potential of my first book, Why Can’t A Man Be More Like A Woman?, so I launched my own on-going campaign and eventually sold out the book.

“I appeared on several national TV talk shows – I even gave holiday shopping advice to actor George Segal (TV’s “Just Shoot Me”) and supervised a Stupid Men Tricks race on “Crook & Chase” on The Nashville Network. I was interviewed by more than 100 radio stations, newspapers and magazines and generated several paid media spokesperson assignments that got my book priceless exposure on the CBS Early Show, in The New York Times, and other key media outlets coast-to-coast.”

You have comparable potential. Depending upon the subject of your book, numerous possibilities for promotion, PR and sales are waiting for you, including virtual book tours, podcasts, guest posts, public speaking, contests, quizzes, surveys, tip sheets, Q&As, news releases, targeted letters to the media, and the book’s website.

Sandra cautions, however, that while there are so many things you can do, the PR process can be overwhelming and you may not know where to begin. “Start with one thing and master it. And, if you are not comfortable with a particular medium or tactic even after giving it your best, then move on to other promotional possibilities and focus on what works for you.” As you publicize your book, “ideas for another book may emerge and you will now have a shorter learning curve.”

Ready for 1st Person PR for your book? Read more at

14 Responses to “Publicize Your Book Yourself with Great Results”

  1. Donald says:

    Much appreciated for the information and share!

  2. says:

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  3. Diane Castro says:

    Sally: Thanks so much for this article. I have been in public relations and marketing — however, I have not done book public relations and appreciate this information. You truly have a knowledge of this subject…I look forward to your future blogs. Diane Castro

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    Thanks so much, Diane, for your comment.

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