We have written about this topic previously and we want to share it from a different angle. A book needs marketing and publicity. Period. It is how you find your tribe...not to mention book sales. If you are not what the industry considers an A-List author, think James Patterson, Barack and Michele Obama, or Prince Harry, etc., chances are, if you’re not willing to roll up your sleeve and be on your A-game, you are going to have to hire a publicist to augment what your house will be doing…minimal these days. This should be done as soon as you sign your publishing contract because a good PR plan takes six months to implement. 
 
So where to start? Let us share with you what to look for in a publicist. If you are going to hire a publicist…interview at least three. They should specifically know about book PR and marketing.  When interviewing them be crystal clear about your objectives and what you consider success for your book. Ask for examples of previous campaigns, especially successful ones. What kind of media coverage did they secure, and how did they increase visibility or sales? Look for a publicist with experience in promoting books within your genre or subject area, if possible. A good track record in your genre can indicate they understand how to reach your audience. Do they have knowledge of current trends? They should be familiar with current media trends, like which outlets are gaining traction or what types of stories are being covered.
 
Ask for current references and be specific regarding your needs when speaking to their references. A good publicist will have a solid reputation in the industry. Check reviews and ask other authors for recommendations.
 
A publicist can be costly so have an agreement about what is minimum they can deliver for a win-win. Have a detailed contract clearly outlining fees, the scope of work, deliverables, and timelines.
 
If you are looking to hire a full-service marketing and PR team here is an outline of what they should be doing. Naturally, a good PR person will customize their offerings based on you and your book’s needs, but in general, they should be able to:
 
 Pitch/Media:
i. Create an effective media kit. A well-connected publicist will have strong relationships with book reviewers, bloggers, podcast hosts, and journalists. These connections can help secure media placements with national, regional, and local print, radio, TV, online media, and podcasts.
ii. Specialized pitching to genre-specific interest groups such as book festivals; book fairs, festivals, and conferences.
 iii. Book live and virtual book tour appearances
 iv. Book Reviews

Media Coaching:
i. If you get national and local coverage your publicist will coach you on how to handle the media to put your best foot forward for the book’s promotion.
ii. Give feedback and guidance on enhancing your media appearances.

Social Media:
i. Create and distribute event graphics scheduled for social media.
ii. Work with literary influencers to schedule social media activations.  

Unique Opportunities:  
i. Bring unique requests and ideas to the table that fit you as an author such as speaking opportunities, corporate events, civic club appearances, universities, etc.
ii. Be inventive and explore co-promotions and sponsorships.

Metrics & Reporting:
i. Set key performance indicators to measure the success of a campaign, including media placements, engagement metrics, sales, event attendance, and overall brand recognition.
ii. They should provide regular reporting and analysis reports to track progress and success ratio.  

Timeline & Deliverables:
i. Create a detailed timeline outlining specific milestones, deadlines, and deliverables for each campaign element to ensure efficient execution and timely completion.
ii. Create a bi-weekly report to include progress with booking media, media placement, events, and speaking engagements.  

The publicist should genuinely like and be excited about your book. Their enthusiasm can be contagious and motivate them to work harder on your behalf. Taking the time to methodically interview candidates and reviewing their past campaigns can give you confidence that you're hiring the right publicist or Marketing/PR team for your book. 

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We would like to hear from you. Send comments and questions to: contact@wordeee.com