how much publicity work should book authors do?
A colleague emailed me to ask whether I thought hiring a PR specialist would be helpful for getting the word out about a forthcoming university press book. While a university press will send books to venues at the author’s request and place ads in academic venues like the Chronicle of Higher Ed, the author may consider doing more, usually using his/her own resources. Looking at the book publicist’s webpage, buying this person’s services would mean access to radio talk shows.
Based on conversations with book authors over the years, I know that opinions vary about how much effort authors should expend to publicize their work:
At one end, one colleague thought that the “work should stand on its own.” While it’s possible that an audience will flock to an unpublicized book, not doing anything to announce the arrival of a book could effectively consign years of work to the remainders shelf of a bookstore basement or warehouse.
At another end, a few colleagues might go on the radio talk show circuit, give talks at universities, book stores, and other venues, do interviews with high profile magazines (possibly in exchange for a pricy ad placed), and have ads on public transit stations. The trade-off here is emotional energy expended and the opportunity cost of working on other projects, spending time with family/friends, etc.
For my book, I adopted a middle route:
– made a webpage
– joined facebook
– made postcards of the book cover and handed these out to colleagues at ASA and Burning Man attendees
– bought books (at author’s discount) to gift and share
– asked colleagues at universities to order the book for their libraries (note: this was during the financial meltdown, so some libraries were unable to order)
– said yes to invitations to give talks for classes
– guest-blogged on orgtheory and other venues
– did “author meets critics” sessions at regional association meetings
Colleagues have also noted that depending on a professional association’s rules, authors can self-nominate books for section or professional association awards.
So, orgtheory readers, soliciting your experiences and thoughts here:
What’s the sweet spot?
Is it worth a couple $K to hire someone to do publicity?
What tangibles and intangibles does an author get with this extra effort?
Please do share in the comments.