Things Book Publicists Do and Do NOT Have Control Over

by Corinne Liccketto

Things We Can Control:

Creation of quality press materials: As book publicists, a part of our job is to formulate quality press releases that the media is accustomed to reviewing. We must tailor our materials to be to the point, relevant, and effective. Book releases should not exceed two pages – author biography included.

Creative, effective pitching efforts: Publicists can control monitoring ongoing news trends, social issues, and popular developments that tie into themes and topics in your book. Publicists can also continually create new pitching angles to encourage media attention and spark requests.

Close client communication: Since publicity is not guaranteed, keeping clients updated on the progress of their campaign is crucial – and within a publicist’s control. Detailing the pitching efforts, media feedback, and ongoing plans not only informs authors of the direction of the campaign, it also keeps publicists on track.

Follow-up efforts: Once the media connection has been made, it is in a publicist’s control to continue following up with each contact to encourage coverage. Continued follow-ups help ensure books will not be lost in the pile. They also provide opportunities for publicists to offer new story ideas/angles that pertain to the book and author’s message.

Things We CanNOT Control:

Media coverage: A book publicist cannot force media to review a book, write an article, hold an author interview, etc. Our job is to tastefully and creatively package a book and author into timely story angles that will entice the media to take the next step. Once the book is in their hands, however, the choice to confirm placement is up to them.

Negative or positive reviews/coverage: As book publicists, a major part of our job is to remain unbiased so media can formulate their own opinion. If a negative book review is written, it is the thoughts and feedback of the reviewer that are reflected – not the book publicist.

Book sales: Book sales are dependent upon many factors – including how the author handles himself in an interview, where the book is available for purchase and how the author maximizes his/her traditional media exposure, to name a few. It is important to keep in mind that as publicists our main goal is to solicit media placements, not drive direct consumer sales.