Writers in the Storm

By J. Alexander Greenwood

As both a professional public relations practitioner and a novelist, I can safely say I know the value of publicity. The partnership between an author and their publicist can be a pivotal element for success. However, hiring a publicist is a tactic to take only after serious consideration. Whether navigating the hidebound halls of traditional publishing or the wilds of self-publishing, understanding the ins and outs, dos, and don'ts of this relationship can significantly enhance an author's visibility and impact. 

Here are some top-level thoughts and strategies to foster a fruitful collaboration with your publicist. There is far more to delve into for each point I list here, but I hope it gets you thinking before you pull the trigger on working with a publicist. 

Building a Foundation

Define Your Goals and Expectations

Effective collaboration begins with clarity. Authors should communicate their vision, goals, and expectations from the outset. Are you aiming for a bestseller list, looking to build your brand, or hoping to secure speaking engagements? Clear goals allow your publicist to tailor their strategies and ensure that both parties are aligned in their efforts.

Be Open to Guidance

Publicists bring a wealth of experience and insights into the publishing industry, media relations, and audience engagement. They know what works and what doesn’t. Trust their guidance on everything from the timing of your book launch to the platforms where you should be present. Your willingness to listen and adapt can be the key to unlocking opportunities you hadn’t considered.

Provide Materials Promptly

Your publicist will need a suite of materials to effectively promote your book—high-resolution images, author bio, book synopsis, and perhaps even advance copies for reviewers. Timely provision of these essentials can significantly enhance the effectiveness of promotional efforts.

Embrace Media Training

If your publicist recommends media training, take it seriously. As a former journalist and longtime book podcast host, I can tell you unreservedly that being able to present your ideas clearly and engagingly in interviews makes a huge difference in how your work is received. A little preparation goes a long way in making the most of each publicity opportunity.

Costs 

The cost of hiring a publicist for authors can widely vary, influenced by factors such as the publicist's experience, the scope and duration of the publicity campaign, and the specific needs of the book and its target audience. Publicists may work on a monthly retainer basis, with fees ranging from $2,000 to over $10,000, depending on their expertise and the services provided.

Alternatively, project-based fees for targeted campaigns like book launches could start from a few thousand dollars for basic services to $20,000 or more for extensive media outreach, event planning, and social media management. Hourly rates for smaller tasks or consulting services are also an option, generally ranging from $50 to $300 based on the publicist's qualifications.

When considering hiring a publicist, you should carefully evaluate your budget and the potential return on investment. It’s important to ensure that the services offered are directly aligned with your goals and that the campaign is tailored to the book’s market potential. A detailed contract outlining the services, duration, expected outcomes, and costs can help set clear expectations. Since the aim is to maximize the book’s visibility and success without overspending, authors must weigh the cost against the value a publicist brings, ensuring it’s a financially sensible decision in the context of their overall career and publication strategy.

Warning Signs of A Bad Publicist

Recognizing a bad publicist is essential for authors to protect their interests and ensure their book's success. Warning signs include infrequent updates and unresponsiveness, indicating poor communication; a lack of tailored strategies and understanding of your book’s genre, hinting at a generic approach; lack of transparency in reporting and unexpected costs; unrealistic promises of guaranteed outcomes; a poor professional reputation without credible references or positive feedback; and unprofessional behavior or reluctance to collaborate with your team. These red flags suggest that the publicist may not effectively champion your book, and it could be wise to seek a partnership that aligns more closely with your needs, offering transparency, tailored strategies, and professional conduct.

Pro Tip: Ask around on writers group chat boards, check out writer protection sites, and other legit author organizations to vet a potential publicist. And remember, even a great PR pro may struggle if they do not understand book promotion and PR. Ask for references and case studies of book publicity before you hire.

Navigating the Journey: The Dos

So you’ve hired a great publicist—huzzah! Here are some dos and don’ts to ensure a smooth and effective partnership.

Do Communicate Regularly

Regular updates and check-ins with your publicist can keep both parties informed of developments, challenges, and opportunities. Open lines of communication ensure that strategies can be adjusted in real-time, based on what is working and what is not.

Do Leverage Your Networks

While your publicist can open doors to media and promotional opportunities, your personal and professional networks can also play a crucial role. Share contacts that might be interested in your book, and don’t hesitate to use your social media platforms to amplify your publicist’s efforts.

Do Be Patient and Realistic

The world of book publicity is fiercely competitive, and results may not (usually) come overnight. It’s important to have patience and set realistic expectations. Trust in the process and in your publicist’s ability to navigate this complex landscape.

Do Celebrate the Wins

When you achieve milestones, whether it's a feature in a major publication or a successful book signing event, celebrate these wins with your publicist. Acknowledging success not only bolsters morale but also strengthens your partnership.

Steering Clear: The Don'ts

Don’t Make Your Publicist Look Bad

Publicists live and die by their credibility. If your publicist books you for an interview, panel, signing, or other promotional event, you must show up on time, prepared and enthusiastic about the opportunity. I can tell you a story or two, seared into my brain about clients who blew off interviews at the last minute. One such incident cost me a valuable relationship with a prominent journalist. I fired that client soon afterward—she was just not worth the damage she did.

Don’t Micromanage

Trust is the cornerstone of any successful author-publicist relationship. While it’s important to stay engaged and informed, resist the urge to micromanage every detail of the publicity campaign. Your publicist is a professional—allow them the space to work their magic.

Don’t Ignore Feedback

Constructive criticism is part of the growth process. If your publicist offers feedback on anything from your book’s cover design to your social media posts, take it into consideration. This feedback is geared towards enhancing your book’s appeal and reach.

Don’t Underestimate the Power of Digital

In today’s digital age, having a strong online presence is non-negotiable. Whether it’s being active on social media, engaging with readers through a newsletter, or maintaining a dynamic author website, digital platforms are crucial. Don’t overlook these channels or leave them solely in the hands of your publicist.

Don’t Lose Sight of the Big Picture

Amidst the whirlwind of book launches and promotional activities, it’s easy to get caught up in the minutiae. Always keep the bigger picture in mind—your long-term brand, your relationship with your readers, and your overall writing career.

The relationship between an author and their publicist is a dynamic and collaborative journey, paved with mutual respect, clear communication, and a shared vision for success. By understanding and embracing these dos, and don'ts, authors can unlock the full potential of this partnership, propelling their stories into the limelight and forging deeper connections with their readers.

About J. Alexander

J. Alexander Greenwood is an award-winning writer, public relations consultant, podcaster, speaker, and former journalist and broadcasting executive. He is best known as the author of the John Pilate Mysteries and host/producer of the Mysterious Goings On podcast and the PR After Hours podcast. Alex is also the author of the Amazon Top-Selling eBook/audiobook, The Podcast Option. You can read his blog at JAlexanderGreenwood.com.

Image credit: © 2024 J. A. Greenwood. Image created by AI technology. All rights reserved. This image is proprietary and may not be reproduced, distributed, transmitted, displayed, published, or broadcast without the prior written permission of the creator.

by Eldred Bird

I thought I had a pretty good idea who my readers are, but I was surprised to learn I have some fans I never considered. I recently received an email about a segment of the population who were enjoying my books and asking for more. They are what you might call a captive audience. It seems my James McCarthy books have found their way into a local prison.

The emailer told how she had ordered my books for her son through an approved vendor, as required by the prison rules. After reading and enjoying them, he shared the books with others on his unit and they became fans as well. I was told they loved the relatable characters, familiar locations, and the way I described local law enforcement agencies. The books were something they could connect to, something that took them outside the walls for a while.

She also said they were asking when the next book would come out. I guess I need to get to work…

A Wake-up Call

When I first started writing, I didn’t think much about who my audience would be. Like many new authors, I pretty much wrote for myself. As time went on and the dream of actually publishing began to take shape, things changed. Suddenly, I was faced with figuring out who would buy my books and how I could reach them.

Whether you’re an independent author like me, or traditionally published, knowing your audience is crucial if you want to have any chance at success. Different audiences have different expectations. These may depend on location, genre, or age, just to name a few. There’s also format (print, eBook, audio, etc…) and distribution to consider.

Let’s take a look at some of these things that might help you find and reach your audience.

Genre

One of the most important things to consider when trying to determine who will be interested in your books is genre. You really need to know what you’re writing. There are a couple of reasons for this. 

Knowing your genre is going to help you narrow down the landscape and help you to target your readers more accurately. One of the first things any distributor is going to ask for is the genre your book will be listed under. If your book qualifies for more than one genre (most do), pick the one that is more prominent through the manuscript. Many services will let you list a second category as well. My James McCarthy books are listed under both Mystery and Adventure, with Adventure as the primary genre.

Another reason to know your genre is reader expectations.

Fans of some genres have very clear expectations of what beats the story must hit. If you disappoint them, they won’t come back for more. Worse yet, they might leave negative reviews and cost you future sales.

One example is readers of cozy mysteries. While they love a good murder mystery, they don’t want to see the blood or violence. They’re more interested in how the amateur sleuth at the center of the story follows the clues and ultimately corners the killer. Throw in a curmudgeonly old police detective as their sideman and you’re golden.

Do your research and get to know what specific genre readers want. It will pay off in the end.

Age Groups

Like genres, the age group you’re targeting is a big consideration. General Fiction, which is what the bulk of us probably write, is typically targeted toward more mature audiences. Think high school age and up. If your target audience is below that age, things get a little more complicated.

The breakdown is generally as follows:

• Newborn to age 4: Picture books in the form of board and soft books
• Ages 2–5: Early picture books
• Ages 5–8: Picture books, coloring, activity and novelty books
• Ages 4–8: Early (easy) readers
• Ages 6-9: First chapter books and graphic novels
• Ages 8–12: Middle-grade novels and graphic novels
• Ages 12-18: Young adult (YA) novels and graphic novels

The ages on this list aren’t carved in stone, as some kids may read far above their age level. Don’t worry about them, they read everything!

Learn what is expected for the general age range you are targeting and write for them.

Media Format

Back in the day, book choices were pretty much limited to two options—hardcover or paperback. Sure, there were different cover size options, and font choices, but that was about it. 

Times changed and so have readers. Not only do we have the classic format choices, but also eBooks and audio books. Add to that the different types of eBook file options and things start to get complicated. It’s all based on which eReader the files are to be read on.

The most popular formats for eBooks are MOBI (Amazon’s primary format), EPUB, and PDF, but there are a host of others as well. Your book can be formatted as HTML, RTF, iBook, and a handful of more obscure formats. 

The format you choose is going to be highly dependent on what device your target audience primarily uses for reading, and who you choose for distribution. You may also want to make your books available in multiple formats.

Audio book production is a whole other can of worms that is probably best left for a future article. Suffice it to say that there are also many file formats to consider, but the most involved process is the recording and audio production. 

There are choices to be made like who will read for the performance? Will you hire a voice actor or read it yourself? Will you use an established studio or record it yourself at home?

This is one area where I highly recommend professional help and advice.

Distribution

If you’re traditionally published, distribution of your books is something that will be taken care of for the most part. The publisher will already have their distribution chain in place. They will take care of things like obtaining ISBNs and getting your books into the wholesale catalogs so bookstores and libraries will have access to them. 

For those who choose the independent path, you will need to handle these things yourself.

Many independent authors choose to go straight to Amazon for production and distribution of their work. It’s fast and easy, and the first place most readers think to go for new material. That’s all good, but Amazon has its limits.

If you choose to publish exclusively through Amazon, you’re going to miss the opportunity for wider distribution. Bookstores and libraries will not have access to your work, and that limits your ability to reach your audience.

Many dedicated readers still prefer walking into a bookstore and holding the actual book in their hands before buying. They may also like supporting their local independent shop by ordering through them. That can’t happen if you’re not listed in the wholesale catalogs. 

If I hadn’t opted for the wider distribution, I never would have captured my new fanbase.

By creating my own publishing imprint (Burro Creek Press), I was able to obtain my own ISBNs and get more reach in the marketplace. Producing my books through IngramSpark puts my work in the Ingram catalog, one of the primary sources for bookstores and libraries.

Final Thoughts

No matter what you write or how you plan to publish, knowing your audience will make a big difference in your chances for success. Knowledge of your reader base will inform not only your writing process, but how and where you market your work. Do your research. Find out who your potential readers are, what they value in a story, and how they prefer to consume it. 

Oh, and keep your eyes open and an ear to the ground. You never know when and where you may find your own captive audience…

Who are your readers and how do you reach them? Do you have a section of readers you did not expect? Please share them with us in the comments.

About Bob

Eldred Bird writes contemporary fiction, short stories, and personal essays. He has spent a great deal of time exploring the deserts, forests, and deep canyons inside his home state of Arizona. His James McCarthy adventures, Killing Karma, Catching Karma, and Cold Karma, reflect this love of the Grand Canyon State even as his character solves mysteries amidst danger. Eldred explores the boundaries of short fiction in his stories, The Waking Room, Treble in Paradise: A Tale of Sax and Violins, and The Smell of Fear.

When he’s not writing, Eldred spends time cycling, hiking, and juggling (yes, juggling…bowling balls and 21-inch knives).

His passion for photography allows him to record his travels. He can be found on Twitter or Facebook, or at his website.

Top photo from Depositphotos.

By Jenn Windrow

This new series comes from Jenn Windrow, powerhouse indie author and instructor of “Indie Author – A Hands on Guide to Self-Publishing” at Lawson Writers Academy. We’re looking forward to seeing a lot more of her here! Take it away, Jenn…

The world of self-publishing is a little bit like Alice falling through the rabbit hole. The world can feel strange and odd and confusing. There are so many aspects to self-publishing that a lot of writers just don’t know where to start. So, in this series, like Alice, we are going to follow the white rabbit down the path to self-publishing. The goal of this series is to give you knowledge to help you make the best choice for yourself.

Just like the world Alice came from, and the world she falls into, the difference between self-publishing and traditional publishing is vast, but the end goals are the same. 

The difference between self-publishing and traditional publishing 

The biggest difference is the amount of work you put into the end product. 

Picking your publishing route is a very personal experience. Some authors have dreams of signing with the big New York publishers, others just want their books to be in the hands of readers. But whatever your goal, you need to make sure you are happy in the end with your choice. 

Let’s look more closely at the two publishing choices. 

Note: There is a third, hybrid publishing, but we’re not going to dig deep into that world in this series. However, if you have any questions about Hybrid, feel free to reach out in the comments and ask. 

Traditional Publishing 

Whether you publish through one of the big publishing houses or a small press, the experience is similar. You sign a contract, which will include the terms of your publishing deal. 

The details will likely include the release date, how long your rights will be owned by the publisher, what you will receive for signing (aka your advance). Examples of what the traditional publisher might offer: Cover design, edits, distribution, and (hopefully) some marketing. 

You will work with your publisher and editor to create the best book that you can, and they will take care of the final publishing part. 

Self-Publishing 

When you self-publish or indie publish, you are the boss, the owner of your own company, and also the creator. 

You are in charge of contracting your own cover designer, editing services, and doing all your own marketing. You are literally the publisher of your book. It’s a lot of work, but you also retain all control over the final product.

Armed with that knowledge, you’re ready for the most important question in your publishing journey…

How do you choose the right path for YOU? 

If doing ALL the work doesn’t sound very appealing, then seeking out a publishing deal might be the best option for you. BUT if the idea of digging in and learning all the moving parts of the publishing world is something that gets your motor humming, then self-publishing might be a good option. 

Below is a comprehensive overview of the skill areas indie authors manage in order to get their books into readers’ hands.

The 5 Areas Indie Authors Juggle

There are 5 areas you must manage to be a successful indie author: writing, editing, book cover(s), marketing, and publishing.

You can hire these out, depending on your financial resources, but at the end of the day you will have to be fairly knowledgeable about all five areas. Most indie authors do the majority of these things themselves. 

An overview of what all five areas entail:

Writing

As an indie author, you are in charge of all the writing, from character development to your back cover blurb. 

You will research, plot, drive yourself to The End of your book, and write things that will help you market the book like loglines, marketing copy, and the aforementioned blurb.

Editing

Editing for publication has many more steps than new writers might think. 

There is the usual self-editing and revision, critique partner feedback, and subsequent revisions. As an indie author, you will also likely send the book to a developmental editor and a copy editor (then subsequently incorporate their edits). You will do your own galley edits too.

During this final editing process, it’s a great time to pull quotes from the book for marketing.

Finally, your manuscript is ready to be formatted, either by you or someone you hire. After another series of line edits, you’ll order a proof copy of the paperback and look for errors there.

Cover(s)

While you might hire out a cover designer, it will still be up to you to research genre specific cover design and find a great cover designer. You might also need to buy stock photos in this process, or work that out with the designer you choose.

Once you’ve ordered the cover, and requested any cover changes from the designer, it’s time to prepare the cover release on social media, your website, and newsletter.

Marketing

This is one of the top areas that many authors hire out because there’s a lot of time and technology involved.

Not only do indie authors create social media pages on platforms like Facebook, X, Instagram, Pinterest, and TikTok, they also must set up a website and a newsletter sign up. Author photos, business cards, ad copy, images, time and content for all those social platforms, marketing plans are also items to make time for.

Marketing also encompasses planning your release day, gathering a street team and/or beta readers, and placing your book on Goodreads.

Publishing

This final phase is one that you get better at as time goes on, because your infrastructure is built with your initial book(s). 

• You will create publishing accounts with Amazon (KDP), Barnes and Noble, KOBO, iBook’s, and Ingram Spark. 
• You’ll upload files to pre-order across all these platforms, and then your final files when you get closer to your pub date.
• This is when you make choices about audiobooks (which will be a whole other post, and buy your ISBNs.

One of the most important steps you won’t want to forget as an indie author is to update the back matter in any related books as new books are published.

If I haven’t scared you off… then you will have a long, happy career as an indie author ahead of you. It seems like a lot of time, work, and effort, but for the author who is driven and hardworking, it can be fun and rewarding.

What intrigues or intimidates you about the indie author platform? Do you have anything to add to the items above? Let me know in the comments!

About Jenn

Sass. Snark. Supernatural Sizzle. 

Award winning author of Urban Fantasy and Paranormal Romance. Vampires, Greek gods, and a bit of Demon Destroyer fun for everyone.

Jenn Windrow loves characters who have a pinch of spunk, a dash of attitude, and a large dollop of sex appeal. Top it all off with a huge heaping helping of snark, and you’ve got the ingredients for the kind of fast-paced stories she loves to read and write. Home is a suburb of it’s-so-hot-my-shoes-have-melted-to-the-pavement Phoenix. Where she lives with her husband, two teenagers, and a slew of animals that seem to keep following her home, at least that’s what she claims.

Website: https://jennwindrow.com/

Top photo from Depositphotos.