I was teaching a class on how to become your own publicist—something I love doing, because I do believe it’s empowering to know how the media works and how to advocate for your own book(s). Also, it isn’t brain surgery, so why not share with others how they can do it themselves?
Everyone in the group had a great book with a fascinating topic and they were eager to learn, but there was one woman in the group who seemed extra special. She really stood out. She was sharp, driven, charismatic, asked great questions, and really took to the material. You could tell she was going to be fantastic at it if she decided to take on her own book publicity to get media attention.
Then, about halfway through the second class session, she raised her hand, looked me straight in the eye through the Zoom camera lens, and said:
“Okay—I get it. I could do this. But I don’t want to. I want you to do it.”
She paused and smiled and then said…
“I’d rather spend my time writing and running my business and speaking. The pitching, the researching, the follow-ups…building the relationships, it’s a lot. You’re great at it. And I’d rather have you out there on my behalf.”
And that’s the moment it all clicked.
Yes, you can be your own publicist.
Yes, it’s good to understand what the job entails.
But should you be the one doing it?
Publicity is not brain surgery—but it is a full-time commitment. It takes time, effort, strategy, and relationship-building. And the truth is, every hour spent pitching is an hour not spent writing, speaking, creating, or making money in whatever way you bring it in.
That’s why many authors, speakers, and business owners come to me.
Not because they can’t do it themselves—but because they know their time is better spent elsewhere.
If you do decide to take the plunge and do it yourself, here are a couple of tips:
Build Relationships Before You Need Them: Start to engage with journalists, podcast hosts, and influencers long before you ask for something. People are far more likely to say “yes” when they already know who you are.
Develop Soundbites: Practice saying key messages in 7–12 seconds. When you sprinkle interviews with memorable, concise responses, it’s pure gold for interviews and helps hosts and producers remember you.
Bottom line
There is no question that knowing how to be your own publicist is powerful. I highly recommend it. It’s good to know what the work entails so you know its value.
But knowing when to hand it off? Now that’s pure wisdom.
To your success!
Joanne
P.S. It’s early to mention this, but it makes it easier to plan. I will be teaching another publicity master course later this summer if you are interested in knowing how to not only promote your own book, but to also be great at it.
P.P.S. An anthem about pressure and expectations. Everybody Wants to Rule the World
#DIYPublicity
#BookPublicist
#BookMarketing
#BookPublicity
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