So you have a publishing deal, you’ve written your book, and the next phase is working with the marketing department on the launch plans. You find yourself wondering if there will be a publicity campaign, and you want to know how the decision is made.
In an ideal world, every book release would include an in-depth publicity campaign as part of its launch marketing plan. But the reality is that every book has a budgeted number of marketing dollars, leaving the marketing team to determine the best way to allocate them based on opportunity. As a former publicity director, I’ve participated in many a meeting to help determine where the funds should be spent.
The fact is, publicity is always important, but the weight of its importance is really determined by what type of book you have. Some books naturally lend themselves to publicity driven campaigns. This means that publicity (booked media coverage or interviews) is the most effective way people are going to learn about the book. These are books with highly recognizable authors and platforms, timely topics that lend themselves to news of the day, practical tips that can be pitched in a variety of ways, or never before revealed information.
If a book doesn’t fall into one of these categories, chances are that it will get a more limited publicity campaign. This isn’t always a bad thing because it means that the team feels there is a more effective way of getting the word out about your book. Be it a strategic social media campaign, targeted online promotion and advertising or another mode, a limited publicity campaign can compliment the effort in a variety of ways.