The Best PR Bait Is NOT Your Book
by Rebecca Forster
My favorite Facebook site is Dull Women. With over two million followers, it is a place where women post dull stuff (and life-changing stuff) to other "dull" women. I have posted about donuts strewn in the street, my Christmas decorations, and a big fail in the kitchen.
I never post about my books.
Then This Happened
"Are you the Rebecca Forster, the author who wrote the Witness series?" Came a reply to my post.
"I am."
"You are my favorite author. I can't believe you're here."
I then sent her a signed book. A week later, she posted a picture of my books to the same site.
That exchange reminded me of a lesson I learned from Robin Blakely of Creative Center of America…
Change Your Thinking
Nonfiction authors have a built-in PR marketplace, but everyone has a novel.
That means you are the story. When I only had three books, Robin secured a full-page article in Vogue Pattern Magazine and another in PC Magazine. Both articles ran pictures of me and my books. Robin’s pitch was simple.
- Here is a seamstress…who is also a novelist.
- Here is a woman at the cutting edge of online communication…who is also a novelist.
Me first, the books second.
What If You Don't Have A Publicist?
There are passive PR opportunities at our fingertips that don’t involve personal pitching. Here are some tips that even the most introverted among us can live with.
First things first. You need to prepare.
Make, a you list.
What do you enjoy? Where is your expertise? What were you in your last life before writing? Here's mine.
- Hobbies: Sew, quilt, play tennis, travel, read, and bake.
- Personal: Long married (50 years in December) and old (75 in June). I am a cancer survivor. A boy mom.
- Ancillary: My husband is a judge, my youngest son a geo-political analyst and author, my oldest a Hollywood talent manager.
Whatever online communities you’re active in, stay involved and find new ones based on your you list. I participate in the Simplicity Sewing page and Dull Women. I also follow two travel photographers and scan travel pages, commenting when appropriate.
This type of engagement is not only good for the soul, it exposes me to large audiences. My user name is Rebecca Forster, Author. The curious they will find me. If someone recognizes me — as happened on Dull Women — my writing gets noticed via a third party.
By being cyber active on a personal level, I have grown my followers, created awareness, and sold books even though that was not the primary objective.
Kicking It Up A Notch
Your passions and expertise are valuable to reporters for national magazines, podcasts, and blogs.
I subscribe to three clearing sites (aka media clearinghouse sites). If you are qualified to be a source on a query, click the link and answer the reporter’s question. Answer the reporter’s question mentioning your books only if relevant to the subject at hand.
Case in point:
I was one of three women featured in Women’s Health Magazine. This was my answer to a query about women joining rec leagues.
As a novelist, I spend my days with fictional people (An appropriate mention of my books). My rec tennis league gets me out of my chair, is an opportunity to make real-life friends, and keeps me committed to them on game day. What a great way to clear my mind and keep fit (answer to the question).
Another request was for an AARP for a quote about what women over 70 shouldn’t wear. I did not mention my books, but I answered the question. Any publicity is good publicity.
To find these opportunities I follow:
- HARO (Help a Reporter Out) — Limited pitches for free/monthly paid
- SOS (Source of Sources) — Free/donations accepted
- Featured — Minimal free queries/ paid plans available
For a more in-depth look at some of these sites and to explore other clearinghouses, click here.
Final Thoughts
If you get publicity from these sites, link and share it on your website, your social pages, and with friends. Tag the magazine and the reporter with a big thank-you. Is a publisher considering your manuscript? Let them know that you have been featured if the media outlet is impressive.
You never know when a spotlight on you — and a mention of your books — will turn into a conversation with new readers, editors, or other reporters.
What have been your best sources of PR, or word-of-mouth? Have any of the sources surprised you? Have you used any of the clearing sites mentioned here, or do you have another you prefer? Please share your experience with us down in the comments!
Other great Author Marketing post from Rebecca: The Author Who Cannot Write (About Themselves)
* * * * * *
About Rebecca
Rebecca Forster started writing on a crazy dare and found her passion. Now a USA Today and Amazon best selling author, Forster is known for her legal thrillers and police procedurals. Over three million readers have enjoyed her Josie Bates thrillers in the Witness Series alone. With over 40 books to her name, Rebecca had a long career in traditional publishing before becoming an indie author. Her fast-paced tales of law and justice are known for deep characterization and never-see-it-coming endings.
In an effort to make her work as realistic as possible, Rebecca has graduated from the DEA and ATF Citizens academies, landed by tail hook and spent two days on the nuclear submarine U.S.S Nimitz, engaged in police ride-alongs, and continues to court watch whenever possible.
Rebecca has taught at the acclaimed UCLA Writers Program and various colleges and universities. She is a sought-after speaker at bar and judges' associations as well as philanthropic groups and writing conferences. Rebecca is also a repeat speaker at the LA Times Festival of Books.
Rebecca has just released The 9th Witness, the final book in her acclaimed Witness Series, Josie Bates Thrillers. Find all her books at any online bookstore or here: https://www.rebeccaforster.com/.
Facebook • Twitter • Instagram • Amazon Author Page • Bookbub Author Page
Featured photo purchased at Depositphotos.
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29 comments on “The Best PR Bait Is NOT Your Book”
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Such great advice! Loved starting my week with such useful tips.
Thanks, Frances. Can't wait to see how you implement! 🙂
Thank you Frances. Hope you had a great weekend.
This was super helpful - new strategies hadn't heard about a thousand times. Thank you!
Excellent, Jill. I have found so many new readers because I sew and play tennis. Who knew?
Hi Rebecca, I listened to a podcast that mentioned marketing YOU rather than your books, and it sounded great, but was light on the details, so thanks for this!
I did this - started a FB group, Laura Drake's Peace, Love & Books. I only mention my writing when I have a book coming out. The rest of the time I post snark, coffee memes and weird stuff I like - abandoned houses is a good example. People ran with it, and we now have a lineup (Julies Glover is first to clear the 8-legged demons, me second to squash cockroaches for her, etc) and several people offer to hold purses, and drop matches when we walk out.
It's fun, and has become a community with cross-friendships and it's a blast!
Checking out the clearing houses - thank you!
Laura, you have knocked it! That sounds marvelous. Congratulations. The clearinghouses are great but don't expect something actionable every day. Patience is the name of this game 🙂
Great reminder, Rebecca. Thanks for the post!
Your most welcome.
This is a reminder of the value in simply showing up and being active in community. I think my best support comes from being active in the Kidlit community. I have gotten speaking engagements through my local SCBWI chapter. A local critique organization also has a marketing arm where we do living book fairs in schools.
I'm copying info to my marketing doc.
Debbie! That is exactly right. While it can be considered a strategy what all this is, is really living our lives. Our lives inform our work and vice-versa. Way to go.
I find this strange. The only thing that attracts me to a book is if the blurb promises a story that appeals to me - I couldn't care less about the author's family, hobbies or what they had for dinner.
We welcome ALL the opinions, so thanks for sharing yours.
Most authors find marketing really challenging, and so they default to "Buy my book!" as their marketing messaging. They don't realize that becomes noise that people's eyes slide right past.
Like you, most people connect to the promise of a good story. If an author has compelling stories of any persuasion, potential readers can begin the "know / like /trust" process that leads to sales. (Marketing 101)
Well said! 🙂
Annabelle, I might not have been clear. This strategy - living your life and participating in what you love - creates a passive and sincere arena in which an author can be discovered. I can't tell you how often someone has been shocked at a sewing group that I also write. I don't sell a specific book in this way. We start a conversation. What do you write? Oh, I'll look you up? In the end, to sell the book, the story is the key. Many readers though are curious about the people behind the covers. This is an organic thing. Some folks will the curious and some, like you, will not. That's what makes the world turn in all sorts of good ways.
I love this post so much, Rebecca! Especially in this world of "everyone pulling from the same AI database," our personal stories (and the ones we create) are our only unique differentiators.
As always, this site is so exciting. The energy is only matched by the cool information. I always learn so much here. It's nice to give back. Thanks for letting me wax poetic.
💜💜💜
I am getting almost tired of always finding a way to mention that I have a disabled main character, and write her from personal experience. There are way too few disabled main characters in literature.
The PROBLEM: almost no energy from the ME/CFS I've had for 37 years this November - and which limits my ability to do these extracurriculars.
And in 2026 I both turned 77 and almost died from unexpected additional physical challenges, including septic shock and several surgeries.
The 'spotlight on me' has to deal with all that; my publicist knows my limitations.
I love people, and talking about my mainstream trilogy, Pride's Children - and it exhausts me. The cost is days of recovery.
I hope to do more on the marketing side when I've finished the final volume, LIMBO. The first two have excellent reviews, and the first, PURGATORY, was named 2021 Indies Today Best Contemporary novel.
But so far my efforts reach that enthusiastic layer of new readers - and doesn't flow further.
Alicia, You have so much to deal with, that's why I suggest sites that you find fun. It's a slow process to engage people, but it it's an area of discussion you find interesting or entertaining, eventually it will come around to your books. The thing is you'll have some relaxing fun while you engage. PS I hear you on at least one limitation - age. I'll be 75 and I am definitely slowing down but the large sites I'm on are fun for me and give me some exposure. Do wahtyou can. Every little bit helps.
Rebecca, I do.
I often start the day reading everything posted on the blogs I follow - and commenting when I can.
I believe people who make the effort to post interesting writing topics don't get enough feedback, and they're always sparking new ideas (or reminding me of ones I meant to try).
Fun in writing.
Thanks for sharing! I have been writing since my kids left the nest. Writing for me is like breathing. Promotion has been difficult, as I prefer research and writing. I barely have time to read other authors, but when I find a page turner, sleep becomes secondary.
Sue, it's fantastic that you have kept going, though all those life changes. And I hear you on staying up reading!
I do a lot of searching on HARO and SOS, sending them to my clients when there's a match. Not a whole lot of wins, but periodically there's a good one. The best PR that I've seen has always been from fans.
When I teach social media, I teach exactly what you did: you joined and were a productive member of the group. You weren't there for a pitch. You were there for the sheer joy of being there. And THAT is where you actually connect with people.
Fans are our best "brand advocates."
I've now had two clients approached by friends who were retired PR folks. This isn't the scammy emails, but rather someone who loves the book and who wants to dedicate their time to getting it out to the public. No charge, just love. And THAT is where the real power is, IMO.
Great article!
Lisa, that is wonderful that you're chill about things like HARO. I agree, the hits are few and far between but it takes seconds to look for one. I also agree about fans. There is no way to push our work 24/7 nor should we. Presenting ourselves is much more fun and helpful.
Thank you for this! I am horrible at marketing, but you gave some really good suggestions here that I might be able to use! The idea of putting myself out there is scary, but I know I need too. I just struggle at doing it.
Jenn, I DESPISE trying to sell my books. However, when I get on a sewing or travel site I can just be myself. A casual mention here and there is effective. For instance, on my travels, I always have my husband take a picture of me working - train, plane, balcony of a hotel, by a pool. The emphasis is where I am but if you post - working on my new book in Cancun - it's a subtle reminder that you are an author. Think about where you wander while you work. Something like 'took a walk today to figure out a plot twist to my new book and found XYZ' Take a picture and post on a site with a ton of other people who like to walk. You'll be surprised.
Great advice. These days we /are/ the brand. Cheers. 🙂
That's exactly right. It's freeing and daunting, all at the same time, isn't it?