Today’s post is by Shanetta McDonald, founder of The Giselle Agency.
“After this press event, I’m pretty much done.”
The words reverberated throughout my body, causing my eyes to bulge and my breath to slow. Why? Because the statement came from a debut author at their launch event, in response to me asking about her remaining plans and activities to promote her book.
I didn’t know the author well, but I knew enough to understand that her minimal publicity plans as a new author were a big mistake. But I don’t blame her. Publicity is a mystery to most people, but especially debut authors whose main job has been writing a 60,000+ word manuscript.
Publicity matters because it supports sales, builds credibility and creates visibility. While publicity is not sales, it does get your book visible where your ideal customer is reading, watching and listening.
As a publicist for more than 16 years, first for Fortune 500 companies and now for women, BIPOC and queer authors, I know that some authors totally get the value, some need guidance, and some misunderstand publicity entirely.
Most debut authors fall somewhere in the middle. They think they need it, but have no clue how it works.
It’s like the old saying, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” As an author, you can have the most beautifully crafted, strong story, but if no one knows your book exists, then how can your gifts be seen?
Both traditional media (magazines, blogs and podcasts) as well as non-traditional media (Booktok and Substack spaces) are incredibly useful avenues to plug your new book. And unfortunately, I see too many authors failing to tap into some key areas of publicity that they should be ramping up on.
Here are three mistakes I see debut authors making, and how you can avoid them.
Mistake #1: Relying too much on your publisher
Publishers have some great in-house teams, but I tell every author I work with: you are not the only author your publisher is doing publicity for. In fact, depending on the size of your imprint, you could be one of dozens of authors launching a project in the same window. Because they can be stretched thin, they’re often only focused on the book versus you as the author, the brand and the thought leader.
So, what can you do? If you have the budget, hire an outside public relations agency (or freelance publicist, which is likely to be more cost effective). They’ll build custom strategies designed around your unique story, focus on you as an author and thought leader in your niche, and they’ll pitch you beyond launch week to keep your name in conversations long after release day. And if you don’t have the budget (an extra $2,000 to $3,000/per month on the low end), don’t panic. There are lots of publicity levers you tap into on your own, which brings me to my next point.
Mistake #2: Overlooking local media opportunities
Most authors get hung up on landing big national media placements. I mean, who wouldn’t want to be featured on the TODAY Show’s #ReadWithJenna list? While that may be a high-profile media hit, it’s also really competitive. According to PR Daily, journalists only open 45% of pitch emails they receive, and that number drops drastically when you’re pitching national websites, book clubs, blogs and morning news shows.
You know who is waiting to hear from you? Your local TV station and community newspaper. Get familiar with the ABC, NBC, and other affiliates in your town or region, or your XYZ-Times newspaper. Draft a simple introductory pitch and email them. They prioritize local news from local residents. It’s literally their job. Unlike national news outlets, local media are waiting for your pitch, your news and insight on how it’s in service to the community. A quick Google search or look at their website will give you the best person to contact. You have a better chance at getting their attention than an outlet where thousands of people are vying for the same mention.
Local media helps you get bigger media. In fact, one client I had was turned down by national broadcast because she didn’t have any local media market live recordings.
Mistake #3: Stopping publicity too soon
The marketing rule of 7 is a principle that states a potential customer must see a message at least 7 times before they’ll be provoked to take an action or, in this case, make a purchase. Book sales are no different. Promoting beyond launch week is vital and many debut authors who are new to the industry may not know this.
Instead of stopping at launch week, make a list of all the outlets you’d still like to be featured in and go after them, at least for the first 90 days, then periodically. I wish the author I mentioned earlier would’ve known that her audience, or new audiences, needed to be repeatedly exposed to her book before considering a purchase. I just signed a debut author to support them six months pre-launch and six months post-launch because of this. In my mind, ending press outreach and events the week a book launches leaves book sales on the table. Sustain your momentum for as long as you can.
It’s impossible to execute book publicity perfectly the first time around. But there’s a lot you can do to give your project the best shot at visibility. Focus on what you can control, stay consistent, and your book will continue reaching new readers long after launch.
Shanetta McDonald is the founder of The Giselle Agency, a boutique PR agency dedicated to supporting women, BIPOC, and queer authors with intentional, story- and mission-driven book launches. In addition to her communications work, Shanetta is a writer and future memoirist. Her writing has been featured in Allure, Refinery29, HuffPost, Essence, and Well+Good, where she explores themes of identity, healing, body image, and belonging. She is also a mother and a passionate advocate for young girls, serving on the Advisory Board of Shero’s Rise, a nonprofit that empowers girls from underserved communities to become agents of change.
Publicity is an unknown land for most creatives including writers. Thank you for putting some light on this area
Tapping into local media markets never occurred to me. Seems so obvious now that I read about it, but I never thought to consider them. Thanks so much for making me more aware!
This was really insightful. As a publishing intern, I noticed a lot of author’s need guidance and are always keen to do everything they can.
Local TV stations have been mentioned but note that local radio stations often have a huge amount of airtime to fill – at least here in the UK. They will often welcome local authors.
Very interesting. Although I have been worked in non-fiction book and magazine publishing for years – as an author, journalist, copy/sub-editor and print buyer – it’s only now that I am dipping my toe into the shark-infested waters of fiction. Initially, I intend to self-publish and then, after effectively market-testing the concept, hope to find a publisher (wish me luck!).
You write that “Your local TV station and community newspaper” is waiting to hear from you. My story is focused on a defined area, so your localism agenda makes sense, and 20 years ago local radio and local papers would have been my first ports of call. But while this advice may still hold true in the USA, it definitely does not in the UK – we have lost almost all of our local papers and what remains is in the hands of a single organisation which has no interest in covering anything not linked to ad sales. Our remaining local radio stations are cash-strapped and have microscopic audiences. We have no local TV.
I should say here that my father handled press relations and publicity for various organisations, as well as being an author, bookseller and publisher, so I have a slight advantage. Plus I really enjoy the publicity side of things. But there are practical difficulties. I can do a certain amount on foot, going round bookshops, pubs etc enthusing about my vampire to anyone who’ll listen (no, it’s absolutely not a Ricean or Meyerish ripoff; she’s old-school Romanian, roaming around Surrey in 2025 seeking revenge on the descendants of Lord Godalming and Van Helsing). There is, though, a limit to how much ground shoe leather can cover.
So how to fill the gaps? Tiktok and YouTube are the way to go, say some, but we don’t all have the confidence or indeed the face for video. There is the little matter of time. If you have the luxury of being a full-time – and successful – author, you can afford the tour, the signing sessions etc. For those of us trying to work and who lack an ‘independent income’, time literally is money. It’s hard enough stealing some hours to write, let alone finding time for publicity and other admin, however essential or even enjoyable.
Any ideas?