I recently appeared on a podcast where the host made a surprising comment. He suggested that with all the technology available today, authors don’t really need publicists anymore and wondered if I was worried about my business.
There was a pause as I processed his question, and then I laughed out loud.
“Um, no. While more authors are trying the DIY route, the truth is, I have never been busier, and I can tell you why. Yes, there is a lot of technology available and plenty of articles and DIY webinars to lose yourself in, but here’s the thing: you still must be really good at it to be successful. Many people are vying for media attention now, and a lot of them have no idea what they’re doing. This is good news for me and for anyone who wants to DIY and do it right.
Authors want their pitches to work, and the media wants resources and experts who can deliver. But you are never going to grab their attention in seconds if you don’t have something unique to offer, don’t understand their job and what they need, and don’t pitch your idea in a compelling way. It will fall flat. You will be ignored. Deleted. In this over-communicated world, uniqueness and succinctness have never been in shorter supply or more necessary.
Now, if you want to DIY, you can do your own publicity. After all, it isn’t rocket science or brain surgery, but the question is, does it make sense for you to do it? If so, I teach classes on How to Be Your Own Publicist and another called The Publicity Master Class through the Nonfiction Authors Association. I love teaching, and it is really an honor and a thrill to help authors become their own publicists. For some, it is ideal to take this step. These classes are just the thing to launch them. For others, not so much.
There are several factors to consider when deciding whether to go it alone or bring on an expert. Let’s look at them now.
Do you need a publicist, or should you DIY?
Time: Do you have the time? If you’re going to be your own publicist, you have to learn an entirely new job. It isn’t brain surgery, as I’ve already expressed, but make no mistake, it takes a lot of time and effort.
Research: You must find the appropriate media for you and your book, and then build relationships with them. Cold calling is never as effective as having already-formed relationships. If you’re a year out from publishing your book, you may have time to create this.
Budget: If the budget is really tight, then DIY may be the way to go. Campaigns take time to strategize, plan, prepare materials, pitch, and follow up. With relevant contacts and relationships already nurtured, a publicist can get you there quickly, but this service obviously has a price tag.
Strategy: Time is important, but it is not enough. You need a strategy in place to ensure your efforts are effective. From whom to pitch to what links to use and everything in between. Strategy is everything.
Writing Skills: While you’re an author, many authors struggle with writing their press kits. If you fall into this category, DIY might not be the best route.
Media Experience: Media professionals can seem abrupt if they’re on deadline. Understanding this dynamic is crucial for a successful relationship.
What a publicist brings to the table
Connections: Publicists spend their days reaching out to the media and have a lot of warm contacts, which is better than starting from scratch.
Expertise: They work their magic so you can focus on yours, allowing you to handle other important tasks like landing speaking gigs, setting up events, building your social media following, or whatever is at the top of your “to do” list.
Time and Efficiency: This is not their first rodeo. They know what they’re doing and can get results more efficiently.
Bottom line
While DIY publicity is possible and can be effective for some, the expertise and connections of a professional publicist can provide a significant advantage, saving you time and increasing your chances of success. If you’re good at it, do it. You’ll be better than most.
To your success!
Joanne
P.S. Decisions decisions. Should I stay or should I go?
#DIYPublicity
#PublicityMyth
#Decisions
#BookMarketing
#BookPublicity
#ShouldIStayOrShouldIGo
If you’d like to receive juicy publicity secrets directly on a regular basis, join the Savvy Sunday Community at the bottom of this page.
