Don’t make your book publicist play guessing games when you embark on a book promotion partnership with her. Tell her what you need, when you need it. Your silence can sabotage your chances to let your target readership know about your book. Don’t let that happen! Be straightforward with your book publicist, and get the response you deserve … or walk away from that book publicity firm and find one that can better help you succeed.
When you’re promoting your book, it’s great to have a book publicist on your side. You likely chose one in the right way and with the best intentions. After conducting a chemistry check with the book publicist, you decided the working relationship felt right. Your book publicist’s references checked out. Your book publicist seemed intelligent enough, and she cared about your book, and she supported your mission and the messages you wanted to disseminate.
So you ought to defer to your book publicist and offload all responsibility for your book publicity campaign on her, right?
You know more about your book and your area of expertise than your book publicist could learn in a month of Sundays. Share information with your book publicist — don’t expect her to read your mind or to figure things out for herself. Again: don’t make your book publicist play guessing games.
Your book publicist may notice that an upcoming event, or a breaking news story, ties into your subject matter, and she may see that as a news hook. She may be on top of pitching the media all of the time when she should.
On the other hand, she may not. And, if she doesn’t, then make her aware of the available news hook, and make sure she’s adjusting your book publicity campaign to accommodate the publicity opportunity. In other words, make sure she doesn’t blow it for you!
When you see the news hook, make sure she sees it, too. And don’t hesitate. While you’re silently waiting and hoping your book publicist “gets it,” your competitors are probably finding ways to get their names in front of the media.
If your book publicist truly can’t see the value of a news hook, or she insists on sticking to the book publicity plan (as she conceptualized it before you knew the news hook would present itself), then you may want to reevaluate the effectiveness of your working relationship with your book publicist.
It’s wonderful to partner with your book publicist, and to trust your book publicist to have creative ideas that can form the core of your book publicity campaign. But your book publicist also has to stay open to your idea and respectful of the insights you bring as the subject matter expert. So be comfortable sitting in the director’s chair with your book publicity campaign when the situation calls for it. If your book publicist doesn’t see the PR opportunities, then make sure she’s responsive to the news hooks when you find them for her … and don’t let book publicity opportunities pass you by because you’re too polite to ask for what you need from your book publicist!