Should You Hire a Publicist?
Anticipating the release of your book is an exhilarating time for authors. It can also be overwhelming, with tasks like encouraging pre-orders, coordinating author readings, and soliciting press opportunities (such as podcast interviews and early book reviews). This invisible workload leads some authors to hire a publicist or booking agent.
But do you really need either…especially if your book is traditionally published and the publisher is already doing a bit of promo leading up to the ‘book birthday’? And how will you know if the financial cost will generate enough book sales to justify the expense?
First, it is important to fully understand the type of assistance you will be receiving. Booking agents typically help authors secure speaking engagements and author visits. They also can help negotiate compensation so that you are adequately paid for your time and reimbursed for potential travel expenses like accommodation, transportation and meals. Publicists—or a PR firm if you have the budget—manage all marketing aspects of your book, like creating social media content and press kits, and help you build a personal brand if desired. Services like this can certainly raise your visibility via book signings, magazine features and more.
However, it can also result in spending a substantial amount of coin. Do your research and be very clear about what the marketing services they can guarantee for the one-time (or recurring) charge you will be paying.
I worked in local media for over four years, and I can tell you that getting on tv, radio, or highlighted on digital sites with a massive audience base like HuffPost is challenging. Editorial staff at most outlets get dozens, sometimes hundreds, of emails a day. The majority of which are pitches for potential story or interview ideas. Plus once you have been featured in one publication or on a live news segment, it’s unlikely they will highlight you and/or your work again for about a year. Oftentimes, even longer.
So having a realistic outlook as well as transparent communication with any PR pro you might employ is crucial. Motivational speaker, author and educator Dr. Artika R. Tyner also affirms there are pros and cons to outsourcing this component of building your writing career—some of which include:
Pros
- Draw upon the expertise of a seasoned professional.
- Learn new marketing strategies for building your brand and engaging your readers
Cons
- The cost–because many authors do not have a marketing budget
- Lack of clarity regarding expectations; working with a publicist does not guarantee media placements or book sales.
Additionally, Tyner recommends asking questions to vet quality of services before signing a contract or paying initial fees:
- What is your experience with authors? Who are your current clients?
- Can you provide case studies demonstrating the impact and outcomes of your work? (She says to “look for tangible results” in regard to track record of “media placements, impact on book sales, social media impressions, newsletter subscribers” for previous and present clients.)
For Tyner, the most effective promotional strategy that has helped grow her readership and increase book sales is “building authentic relationships with teachers, parents and students.” This has been my experience as well since the release of my first three books. People buy my books because of a personal connection to me or because of hearing about the books from someone they know and trust (either online or IRL). ‘Word of Mouth’ continues to be the best advertisement—even in 2024.
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