I recently appeared on a podcast where the host posed an interesting question: With all the technology available today, do authors still need publicists? He wondered if this trend worried me about my business.
I couldn’t help but laugh at the thought.
“No, not at all. While it’s true that more authors are exploring the DIY route, I have never been busier, and here’s why. Yes, there’s an abundance of technology and DIY resources available, but to truly succeed, you need to be really good at it. Swarms of people are vying for media attention now, and many have absolutely no idea what they’re doing. This presents an opportunity for me and for anyone who wants to do it themselves the right way.
Authors want their pitches to be effective, and the media seeks reliable resources and experts. But without a unique angle, an understanding of the media’s needs, and a compelling pitch, you’re likely to be ignored or deleted. In today’s fast-paced world, being unique and concise is more crucial than ever.
If you’re considering DIY publicity, it’s doable. It’s not rocket science or brain surgery, but the real question is whether it’s the best use of your time and skills. I offer classes like How to Be Your Own Publicist and the Book Publicity Master Course through the Nonfiction Authors Association. I love teaching and helping authors become their own publicists. For some, this approach is perfect. For others, not so much. But even if you decide to hire a publicist, it is good for you to understand what goes into this kind of work, and what your publicist is going to be doing for you – and how they go about doing it.
Here are some key considerations when deciding whether to go it alone or hire an expert. The question is: Do I need a publicist, or should I DIY?
Time: Do you have the time to take on a new role? While not as complex as brain surgery (which I mention above), being your own publicist requires a significant time investment.
Research: You need to identify the right media outlets for your book and build relationships with them. Cold outreach is far less effective than having established connections. If your book’s release is a year away, you might have time to develop these relationships.
Budget: If your budget is tight, DIY might be the best option. A publicist’s services come with a cost, but they can often achieve results faster thanks to their existing contacts.
Strategy: Time alone isn’t enough; you need a solid strategy. From targeting the right media to crafting your messaging, a clear plan is essential.
Writing Skills: Even if you’re an author, you might struggle with writing a press kit. If this is the case, DIY might not be for you.
Media Experience: Understanding the media landscape and knowing how to navigate it, especially under deadline pressures, is crucial. Plus, you need to know how to deliver in an interview.
What a publicist brings to the table
Connections: Publicists have established relationships with the media, which can be more effective than starting from scratch.
Expertise: They handle the publicity so you can focus on other important tasks like speaking engagements, events, and building your social media presence.
Time and Efficiency: Publicists know what they’re doing and can deliver results more efficiently.
Bottom line: DIY publicity can be very effective for some, and the expertise and connections of a professional publicist can provide a significant edge, saving you time and increasing your chances of success. If you’re good at it, go for it. You very well may outshine many others.
To your success!
Joanne McCall
Author Bio:
Publicist, media trainer and coach Joanne McCall helps nonfiction authors, and business leaders become Media Darlings, so the media calls them. Her secret sauce is not only positioning, securing, and helping authors to capture media attention and deliver compelling interviews, she helps them create and develop their own media empire. On a first-name basis with hundreds of top-rung producers, editors, writers, and journalists, Joanne secures coverage for clients including Brian Tracy, Ken Blanchard, Dave Ramsey, and Dr. Richard Bandler. She is the creator of Media Book Camp and is the author of Media Darling: Shine Through Every Interview. She will also be delivering the Book Publicity Master Course exclusively to the Nonfiction Authors Association beginning in September.
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