When it comes to book promotion and PR, authors are often thrown into a world of myths and assumptions regarding best practices. Here at Cleary Strategies, we work with a rich array of thought leaders & experts and, with that, we’ve been honored to promote their fabulous books, too!
From this experience, I can say that many book promotion myths are born simply because we live in a world that often promotes instant results. It’s important to remember that the slow burn usually yields the best results in your business. Publishing a book and investing in dedicated PR are invaluable tools for building and maintaining a long-term brand, expanding your reach, and positioning yourself as an expert with your audience.
With that in mind, I’d like to dispel the top three myths about PR and its role in your book promotion.
Myth #1: PR Is Only for the Book Launch Process
Yes, having a great PR team is part of a sound book launch strategy. However, that’s not the only time you need PR, nor is it the only opportunity to gain press for your book. Books elevate your brand and often serve as part of a larger sales strategy for other aspects of your business. The PR you receive will not only aid in the sales process but also heighten your profile, increasing credibility for speaking engagements and course sales. Additionally, it will help attract new clients and provide valuable content for social media. Writing a book is a long-term investment in your business and legacy, and the PR opportunities do not suddenly stop just because the launch process is over.
Myth #2: Your Publisher Will Take Care of PR and Book Promotion
I’m sure your publisher’s internal PR team is lovely, but they are overextended and tasked with representing every author whose book is coming out that year. Needless to say, their plate is a little full, and while the promotion of your book is at the top of your list, it will be one of dozens on theirs. If you’re a first-time author, know that their time and attention will primarily go to authors with proven track records of sales. The best way to ensure you gain traction is to secure your own PR team that can work in tandem with your publisher.
Myth #3: You Should Only Work With a Book Publicity Agency for Book Promotion
While many PR agencies have niches, we believe that literary-focused agencies often have a narrow vision. As a result, unfortunately, they can miss opportunities that don’t align with their typical methods and outlets, which may focus strictly on the book launch or pitching the book rather than leveraging the heightened reputation you gain from it. At Cleary Strategies, we have the opportunity to work with thought leaders and experts in various industries, giving us a wide array of outlets, connections, and skills to ensure you never miss the moment, and we go beyond just pitching the book itself. We go for the conventional and the out-of-the-box for a rich, effective strategy that sets you apart, enhances your presence and, as a result, elevates your brand.
Many authors don’t realize that it can be challenging for media outlets to talk strictly about a book—unless you’ve made Oprah’s book club, of course. But if you haven’t reached that point just yet, that doesn’t mean you aren’t a fit for amazing book publicity.
That’s where we come in. Our strategy is different; instead of just pitching the book for coverage, we delve into its pages, reading, marking, annotating, and highlighting all the interesting nuggets, angles, topics, and news pegs we can connect you with. You can hear more about it in my interview on The Eternal Optimist with Matt Drinkhahn.
We use this to develop multiple pitching angles for television outlets, positioning you as an expert on current events, breaking news headlines, and hot topics. While anyone can claim to be an expert, having your published book to back up that claim makes you that much more convincing.
So, remember, you are playing the long game when it comes to book promotion and PR. You want the right team on your side with the right strategy to achieve the best results possible.
