How to Hire the Right Book Publicist: 8 Key Factors to Consider

by Penny Sansevieri | Aug 20, 2024 | Book Marketing Basics

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Embarking on the journey of promoting your book can be exhilarating, but also challenging, and one key decision many authors face is whether to hire a book publicist.

Sometimes authors don’t budget for this, and I get it – because investing in a book publicist can often seem like a luxury.

Do you really need someone to help you?

That really depends – and it depends a lot on how much time you can invest in your own book marketing, how much you know vs. how much you’re willing to learn, and how much time you realistically have to grow and foster relationships with media, influencers, thought leaders and other sources and outlets to ensure your book is constantly getting in front of new audiences and potential buyers.

Now this all may sound overwhelming already, so maybe you’re already convinced you need help.

That’s great, but don’t get too far ahead of yourself.

It’s crucial to understand how a publicist can help you succeed so you hire them for the right reasons, and with realistic expectations.

So, let’s dig into eight compelling reasons to consider hiring a book publicist.

Maximize Your Budget

While hiring a book publicist requires an investment, it can be a cost-effective way to maximize your marketing budget.

How? Well, good book publicists are very strategic about where to allocate resources for the greatest impact, ensuring your money is spent wisely on strategies that are essential to getting your book in front of the right readers.

They’ll take your budget, your goals, your reader market and even your starting platform (or lack thereof) into consideration so everything truly makes sense for your brand and what’s needed to get to the next level.

Tap Into Their Expertise

A good book publicist often brings years of professional marketing expertise that can be invaluable. Especially if you’re hiring a book publicist who has been in the industry for any significant length of time. They’ve probably seen a lot, the good, the bad, and the ugly when it comes to trying to get books in front of more readers.

They also know how to craft compelling pitches and engage with media outlets so their experience and skills can significantly enhance your book’s visibility.

Save Time

Authors often choose to go it alone, at least initially – and I get it. Investing in a book publicist costs money. But often these same authors find the job of book marketing daunting and time consuming.

By hiring a publicist you can delegate this time-consuming task to an expert, allowing you to focus on writing or other important aspects of your career. Or your “real job” in many cases!

This ensures that your book gets the attention it needs without overwhelming your schedule – and I can tell you from experience that the best of intentions often get derailed by very real-life obligations and distractions. I’ve lost count of how many clients I’ve helped simply because their original plans to market their book never came to fruition.

Leverage Industry Connections

Reputable book publicists have established relationships with key players in the publishing industry, including media outlets, influencers, and book reviewers. Their relationships are built on years of working with many of these outlets, and the outlets or contacts know that if a pitch comes from a certain book publicist, it’s going to be a book they want, giving your book a competitive edge in a crowded market.

A good book publicist also knows the “rules” and I can’t emphasize the importance of this enough. I know how reporters, producers, influencers, etc. want to receive pitches. There are protocols, preferences and due diligence that needs to be taken seriously to get responses and build trust.

Leverage the Correct Markets

Not all books and genres are created equal – and a good book publicist can really help to target your book to the exact right market. This saves you time, money, and wasted opportunities. You don’t always get a second chance.

A good publicist understands the nuances of different genres and can tailor a campaign to highlight your book’s unique strengths, which will in turn resonate with the right audience more effectively.

Achieve Long-Term Goals

If you plan to publish multiple books, establishing a strong public profile early on is critical.

Remember what I said about second chances? If your first book or early career is a total mess or falls flat with readers, it’s not easy to come back from. Not impossible! But the uphill climb out of obscurity is going to cost you more in the long run, both in time and money, and I can tell you it can be really defeating.

A good publicist will help build your brand, which gives you a stronger foundation, and will help ensure each future book launch is more successful. Their guidance can pave the way for a thriving, long-term writing career.

Set and Achieve Success Metrics

A publicist can help you define what success looks like for your book.

They know what drives interest and what does not – saving you valuable time.

Be sure to share your short and long-term goals with your book publicist so they can help develop a strategic plan to meet those goals. A smart publicist will also ensure you understand the critical steps and achievements that are necessary to hit along the way, to ensure your book reaches its full potential as part of your long-term career.

Proven Track Record

Reputable book publicists who have been in the industry for any significant length of time come with a proven track record – you don’t last in this industry if you aren’t helping authors. Scammers, people who over-promise and under-deliver, and companies who prey on dreams disappear quicker than you would imagine. In 20+ years I’ve seen more companies shut down than I can even count.

So be sure to ask how long they’ve been in the industry and how many authors they’ve worked with. They should also have a testimonials page on their website. And in my opinion, they should be honest to a fault when it comes to what they’re promising you (or what they can’t guarantee) because this will tell you a lot about how they operate and their real expertise in the industry.

When you weight the pros and cons, I feel confident telling you that hiring a good book publicist is a strategic investment that can significantly enhance your book’s success.

By leveraging their expertise, industry connections, and marketing skills, you can ensure your book will reach its intended audience and your platform will benefit from growth in strategic ways.

A good publicist will save you time, amplify your efforts, and get you on the path toward long-term success as an author!