How To Promote Your Book: PR and Publicity Advice for Authors
Publishing a book is a huge milestone but what happens after you type “The End” is just as important. In today’s competitive book market, effective PR and publicity can mean the difference between your book being a well-kept secret or a talked-about hit. Whether you're self-published or working with a traditional publisher, knowing how to promote your book is essential.
Here’s a guide packed with human-centred, actionable publicity advice to help your book stand out and reach more readers.
Start With a Solid Author Platform
Before diving into full-blown PR strategies, make sure you have a strong foundation:
Website: Your author website should clearly showcase your book(s), a bio, a contact page and links to purchase. It’s your digital home base so make it very clear what it is you do and who you write for. This is also why working on your personal brand as an author is important.
Social Media: Pick two or three platforms you enjoy and start engaging with your audience. Focus on being authentic and providing value, don’t just push your book. Have fun but also be consistent on social media platforms, there’s nothing worse than registering on a platform just to lose interest because you aren’t making gains i.e. getting followers and engagement. The more consistent you are the more likely you are to attract the right connections. Remember social media is about building a community as much as it is about promoting your work. Your platform isn’t just about numbers; it’s about trust. Media contacts and readers are more likely to care about your book if they see you're already part of a community.
Craft a Compelling Press Kit
A professional press kit can save journalists and podcasters time—and make you look like a pro. At minimum, include:
A one-page press release about your book
Your bio (short and long versions)
A high-resolution author photo
A high-resolution book cover
Key information: ISBN, publisher, release date, genre, and where to buy
Optional: Sample Q&A, book excerpts, notable endorsements
Make this kit downloadable on your site or available upon request in your email pitches if you’re doing you’re own PR. If you are working with a publishing company their team or PR agency should guide you on this. .
Develop a Book Publicity Plan
Effective book publicity doesn’t happen by accident. Create a 3- to 6-month plan around your launch and beyond. Key elements to include:
Media outreach: Identify relevant podcasts, blogs, magazines, newspapers, radio and television shows.
Pitch timeline: Start reaching out at least 2–3 months before your release date.
Content calendar: Schedule blog posts, social media content, email newsletters and possible giveaways or events.
Map your promotional efforts to your book’s theme and your personal strengths. Not a fan of Instagram? Focus on email and podcasts instead.
Master the Art of the Pitch
Ideally either yourself or your publishing company should have hired us but if not you need to learn the basics of pitching to the press. Your media pitch needs to quickly grab attention. Keep it short, relevant and personalised. Here’s what to include:
A strong subject line
A personal greeting (use names!)
A short intro explaining who you are and why you're reaching out
A hook that connects your book to their audience or a current trend
A call to action: Ask if they’d be interested in an interview, review, or feature
Example:
"Hi [Name], I loved your recent piece on mental health in creative work. I’m releasing a novel that explores anxiety through a character-driven mystery and I think your audience might connect with it..."
Leverage Local and Niche Media
Don’t overlook local news outlets, indie bookstores, libraries or community radio. Smaller media platforms are often more receptive and can open doors to national coverage down the line, this is something that people often forget because they focus on trying to get the big coverage.
Also consider niche publicity, if your book touches on specific themes (e.g., sustainability, grief, or parenting), pitch to blogs or podcasts in those spaces.
Host a Memorable Book Launch
Your book launch doesn’t need to be a fancy party to be effective. Think of it as a kick-off to your publicity push. Here are a few options:
A virtual event with a live reading and Q&A
A local bookstore signing or panel with other authors
A themed online giveaway (e.g., “Win a signed copy + bookish goodies!”)
A pre-order campaign with exclusive bonuses
Remember to invite press contacts, bloggers, and influencers to your event, even if it’s online. Also don’t be afraid to do something different - be creative. You don’t have to do what everyone else is doing. Stand out and be bold for your book launch.
Keep the Momentum Going
Publicity isn’t a one-time thing. Keep sharing your story through ongoing opportunities:
Pitch guest posts or op-eds that relate to your book’s theme
Offer to speak on panels, webinars, or conferences
Create short videos or reels discussing writing tips or your book’s backstory
Encourage readers to leave reviews and share on social media
Each new bit of exposure creates ripple effects. You never know who might be watching.
Promoting your book is not about shouting the loudest, it’s about connecting the right message with the right audience at the right time. A well-thought-out PR and publicity plan puts your book in front of readers who need it most.
Be consistent, be authentic, and above all don’t give up. You wrote a book—now it’s time to make sure the world hears about it.