Kathleen, this is the kind of clarity we desperately need—thank you for naming the elephant(s) in the publicity room.
As someone building a platform at the intersection of writing, strategy, and independent publishing, I nodded all the way through this. Especially your line: "Wouldn’t you want to do things that appeal to a broader audience? If you do, you must meet them where they are..." Exactly. That’s the entire thesis behind my shift to Substack-first content and a media strategy that blends newsletters, podcasts, YouTube clips, and email funnels—not because I love juggling a million tasks, but because it's the only way to build relationship at scale today.
Like your analysis of the eternal book publicity conundrum—how to balance an author’s expectations with realism about what traditional media, bookstores, and book buyers want from a PR campaign.
I self-publish and have done all promotion myself, of necessity. I did have some good book-signings and minor (local) press coverage, but the best thing for me is including my novel at the end of every piece I publish here on Substack and on Medium. That’s free and easy publicity, and the cover, blurb and link are seen by people who already like my writing and my subject matter (poverty, income inequality, class warfare etc). The book I most often place at the end is fiction (The Trailer Park Rules, about what happens to the residents after a corporation purchases the park and jacks up the rent) but I write about real such things all the time. I am amazed everyone isn’t promoting this way.
It was so nice to see The Witches of Pitches mentioned here! Aileen is a friend of mine and she is wonderful at all she does. Does she know you gave her a plug? If not I'll forward this to her.
Absolutely changes are needed. If you encounter compelling memoirs and the author is looking for reviews, feel free to take a look at the Hooked on Books page on www.writeradvice.com. If the book is likely to appeal, have the author contact me.
Yes to all of this Kathleen! It’s interesting in cookbooks in that very rarely do authors hold reviews as the gold standard. It’s amazing when it happens but more often than not we are hyper focused on as much marketing and media momentum as possible. I hope people take note of your “social/vitality” comment driving traditional media hits. I’m seeing this more and more.
My third novel comes out next week, and I've been reflecting on how much my mindset has changed between publishing my second and third books. Reading insights like yours motivated me to rethink my approach and stop fixating on lists and reviews (well, mostly!). And now I'm approaching debut week feeling energized by what I've done, yet also pragmatic about what the results will be, just because of how competitive the marketplace is and the general state of things.
All of this to say is that reading Substacks like yours, Pine State Publicity and Leigh Stein helped me come up with a game plan, and it's made all the difference for me. So thank you!
20 years as a book publicist and I can say this is ALL TRUE. I *love* working with authors and their books, but I often wonder what film or TV show has given an unrealistic view of what their publicity and events *should* be. My best experiences have been with pragmatic authors who know that not every opportunity will suit their book, and we work on a plan that is tailored to their book, genre, and audience.
Yes. All of the above. Tim Grahl has said a lot of this for a long time: I don't personally care about reviews at all, other than as mechanisms to teach me future improvement. I simply want 10,000 different people to attempt to read a given book. That can happen any number of ways, through any number of touches, but it has to happen for anything else to follow.
Kathleen, this was a timely read. My book releases this September, so I'm just preparing for the marketing cycle. I'm lucky to check a lot of boxes, but I can see the uphill task ahead of me better for having read your post. Thank you!
Thank you for these clear thoughts AND directives. I love what you are saying about book signings- I agree: What if, hear me out, they were FUN? It is hard to get people to do ANYTHING, of course it's hard to get people to go hear a book read, an event that LITERALLY COULD NOT BE EASIER TO DO AT HOME. The event marketing has to answer what the reading gives outside of that, and yes, the more special (and I'd argue unable to replicate alone or online), the better.
Thank you! I truly agree about book signings. The reason I've only attended two of them outside of work is because I find them SO boring. If they were fun, I'd try to attend them.
Yes to adapting to change and trying new things! Thanks to Kathleen(s).
I’m not saying it’s THE answer, but earlier this year I went to an author talk at a neighborhood branch library -- not a big fancy central library. It was so fun and motivating because it was in the author’s neighborhood, it was zero percent pretentious - at 2pm on a Saturday - and people stuck around after and talked to each other (it seemed like because a lot of them were already somewhat familiar w each other). It wasn’t connected to a book launch (from what I gather it was a library employee’s idea after hearing the author speak at a bookstore). About 60 ppl came out (as did a rep from a local bookstore to sell the book). Jane Friedman ran a piece I wrote about it after on her site: https://janefriedman.com/the-humble-branch-library-why-it-should-be-part-of-your-book-enthusiasm-generating-plan/
Later I spoke to a librarian at my neighborhood branch who basically said, “please pitch us!” And showed me where on their site to contact them about a reading or teaching a class, etc.
I did an event at my local branch library with another local author--we had both just published debut novels with small presses. We pitched the event as "Story to Shelf: The Path to Publication." We interviewed each other about our writing and publishing experiences, read for just a few minutes each, then answered audience questions about queries, royalties, production, etc. There were 40 people there on a VERY cold Thursday evening, and the event ran for 90 minutes, even though it was only scheduled for 45, because there were so many questions! Oh yeah, and I sold a few books :) ... it was a fun evening and the feedback was very positive--in fact, it went so well that the library director plans on having the library book club read my book!
I have had so much luck with book talks at libraries. People come with the intention of learning and without the pressure of going to a bookstore event, but they end up buying lots of books directly (which means more profit for the author!).
Right! I went out to see what a branch library event was like. I stood in line to buy a book (which I CAREFULLY read before giving it to my sister bc it’s a book about educators). My sister liked it so much she kept her copy and bought two more for friends. Books were sold! The Panorama report mentioned in the essay makes it seem like library events can drive regional sales.
I found his very helpful. it jives with my choice of an online format for my biography of my grandfather the astronomer Harlow Shapley. On my project hub https://harlowshapley.org I post articles & graphics on theme. It is easier to pitch & get notice for parts of Shapley's many-sided story (like his rivalry with Edwin Hubble or his rescue of scientists from the Nazis) than making people wait for the big book. (Then, as you write, authors wonder Why don't reviewers jump in?) On the other hand my biography of Robert McNamara, Promise and Power (Little Brown, 1993) got plenty of attention. Excepts are at https://harlowshapley.org/debthink. Thank you for showing ways that authors can get their work noticed today. - Deborah Shapley
I think this is right on the money. Book 3 publicity in 2021 took a more traditional approach and it ended up (hello, Covid) ok, but maybe too much looking for trad reviews that didn't happen and slso zero in person events. New publicist for 2026, hoping we meet the moment. But...who knows? I would hope most authors wouldn't hold the uncertainties against publicists. Shake things up, yes. Take new approaches into consideration, yes. But no one can predict big picture economics/events, or how readers will react.
Well, I've put out books in the wake of 9/11, the economic downturn, Covid, and now this. We have to look around us and adapt. It's a partnership more than anything else. When we see that and work together, it feels positive no matter what the circumstances.
Thanks for the insights. I am working on ideas for a PR/Marketing plan as part of a book proposal - so this gave me some good pointers to think about.
Kathleen, this is the kind of clarity we desperately need—thank you for naming the elephant(s) in the publicity room.
As someone building a platform at the intersection of writing, strategy, and independent publishing, I nodded all the way through this. Especially your line: "Wouldn’t you want to do things that appeal to a broader audience? If you do, you must meet them where they are..." Exactly. That’s the entire thesis behind my shift to Substack-first content and a media strategy that blends newsletters, podcasts, YouTube clips, and email funnels—not because I love juggling a million tasks, but because it's the only way to build relationship at scale today.
Like your analysis of the eternal book publicity conundrum—how to balance an author’s expectations with realism about what traditional media, bookstores, and book buyers want from a PR campaign.
I self-publish and have done all promotion myself, of necessity. I did have some good book-signings and minor (local) press coverage, but the best thing for me is including my novel at the end of every piece I publish here on Substack and on Medium. That’s free and easy publicity, and the cover, blurb and link are seen by people who already like my writing and my subject matter (poverty, income inequality, class warfare etc). The book I most often place at the end is fiction (The Trailer Park Rules, about what happens to the residents after a corporation purchases the park and jacks up the rent) but I write about real such things all the time. I am amazed everyone isn’t promoting this way.
It was so nice to see The Witches of Pitches mentioned here! Aileen is a friend of mine and she is wonderful at all she does. Does she know you gave her a plug? If not I'll forward this to her.
Absolutely changes are needed. If you encounter compelling memoirs and the author is looking for reviews, feel free to take a look at the Hooked on Books page on www.writeradvice.com. If the book is likely to appeal, have the author contact me.
Yes to all of this Kathleen! It’s interesting in cookbooks in that very rarely do authors hold reviews as the gold standard. It’s amazing when it happens but more often than not we are hyper focused on as much marketing and media momentum as possible. I hope people take note of your “social/vitality” comment driving traditional media hits. I’m seeing this more and more.
Thank you!
Thanks for this thorough and thoughtful perspective.
My third novel comes out next week, and I've been reflecting on how much my mindset has changed between publishing my second and third books. Reading insights like yours motivated me to rethink my approach and stop fixating on lists and reviews (well, mostly!). And now I'm approaching debut week feeling energized by what I've done, yet also pragmatic about what the results will be, just because of how competitive the marketplace is and the general state of things.
All of this to say is that reading Substacks like yours, Pine State Publicity and Leigh Stein helped me come up with a game plan, and it's made all the difference for me. So thank you!
Thank you so much.
20 years as a book publicist and I can say this is ALL TRUE. I *love* working with authors and their books, but I often wonder what film or TV show has given an unrealistic view of what their publicity and events *should* be. My best experiences have been with pragmatic authors who know that not every opportunity will suit their book, and we work on a plan that is tailored to their book, genre, and audience.
Yes to all of that!
Yes. All of the above. Tim Grahl has said a lot of this for a long time: I don't personally care about reviews at all, other than as mechanisms to teach me future improvement. I simply want 10,000 different people to attempt to read a given book. That can happen any number of ways, through any number of touches, but it has to happen for anything else to follow.
Kathleen, this was a timely read. My book releases this September, so I'm just preparing for the marketing cycle. I'm lucky to check a lot of boxes, but I can see the uphill task ahead of me better for having read your post. Thank you!
Thank you! I'm glad this helped.
Thank you for these clear thoughts AND directives. I love what you are saying about book signings- I agree: What if, hear me out, they were FUN? It is hard to get people to do ANYTHING, of course it's hard to get people to go hear a book read, an event that LITERALLY COULD NOT BE EASIER TO DO AT HOME. The event marketing has to answer what the reading gives outside of that, and yes, the more special (and I'd argue unable to replicate alone or online), the better.
Thank you! I truly agree about book signings. The reason I've only attended two of them outside of work is because I find them SO boring. If they were fun, I'd try to attend them.
Yes to adapting to change and trying new things! Thanks to Kathleen(s).
I’m not saying it’s THE answer, but earlier this year I went to an author talk at a neighborhood branch library -- not a big fancy central library. It was so fun and motivating because it was in the author’s neighborhood, it was zero percent pretentious - at 2pm on a Saturday - and people stuck around after and talked to each other (it seemed like because a lot of them were already somewhat familiar w each other). It wasn’t connected to a book launch (from what I gather it was a library employee’s idea after hearing the author speak at a bookstore). About 60 ppl came out (as did a rep from a local bookstore to sell the book). Jane Friedman ran a piece I wrote about it after on her site: https://janefriedman.com/the-humble-branch-library-why-it-should-be-part-of-your-book-enthusiasm-generating-plan/
Later I spoke to a librarian at my neighborhood branch who basically said, “please pitch us!” And showed me where on their site to contact them about a reading or teaching a class, etc.
I did an event at my local branch library with another local author--we had both just published debut novels with small presses. We pitched the event as "Story to Shelf: The Path to Publication." We interviewed each other about our writing and publishing experiences, read for just a few minutes each, then answered audience questions about queries, royalties, production, etc. There were 40 people there on a VERY cold Thursday evening, and the event ran for 90 minutes, even though it was only scheduled for 45, because there were so many questions! Oh yeah, and I sold a few books :) ... it was a fun evening and the feedback was very positive--in fact, it went so well that the library director plans on having the library book club read my book!
That sounds very successful (and fun).
Yes, and yes!
This is so smart and cool
I have had so much luck with book talks at libraries. People come with the intention of learning and without the pressure of going to a bookstore event, but they end up buying lots of books directly (which means more profit for the author!).
Right! I went out to see what a branch library event was like. I stood in line to buy a book (which I CAREFULLY read before giving it to my sister bc it’s a book about educators). My sister liked it so much she kept her copy and bought two more for friends. Books were sold! The Panorama report mentioned in the essay makes it seem like library events can drive regional sales.
https://www.panoramaproject.org/public-library-events-book-sales-survey
I’m trying to build an online version of this with bookptry- @leigh stein was our last guest and can report on the FUN I think
I love that idea!
I found his very helpful. it jives with my choice of an online format for my biography of my grandfather the astronomer Harlow Shapley. On my project hub https://harlowshapley.org I post articles & graphics on theme. It is easier to pitch & get notice for parts of Shapley's many-sided story (like his rivalry with Edwin Hubble or his rescue of scientists from the Nazis) than making people wait for the big book. (Then, as you write, authors wonder Why don't reviewers jump in?) On the other hand my biography of Robert McNamara, Promise and Power (Little Brown, 1993) got plenty of attention. Excepts are at https://harlowshapley.org/debthink. Thank you for showing ways that authors can get their work noticed today. - Deborah Shapley
I think this is right on the money. Book 3 publicity in 2021 took a more traditional approach and it ended up (hello, Covid) ok, but maybe too much looking for trad reviews that didn't happen and slso zero in person events. New publicist for 2026, hoping we meet the moment. But...who knows? I would hope most authors wouldn't hold the uncertainties against publicists. Shake things up, yes. Take new approaches into consideration, yes. But no one can predict big picture economics/events, or how readers will react.
Thank you. Unfortunately, publicists get blamed for lack of coverage. SO much of it is out of our control.
Well, I've put out books in the wake of 9/11, the economic downturn, Covid, and now this. We have to look around us and adapt. It's a partnership more than anything else. When we see that and work together, it feels positive no matter what the circumstances.
I join the chorus in thanking you for giving us realistic advice.