As a CEO, founder, or expert, your book is more than just a book—it’s a cornerstone of your professional brand. You didn’t write it to simply sell copies; you wrote it to build authority, attract clients, and share your unique perspective with the world. This requires a specialized PR approach that goes beyond traditional book publicity. You need a partner who understands how to leverage your book as a tool for business growth. The best pr agency for authors like you knows how to position you as a thought leader, securing media placements that highlight your expertise and drive tangible results for your brand and business.
Key Takeaways
- View PR as a long-term career builder: A great campaign establishes you as a go-to expert in your field, creating lasting credibility that opens doors to future opportunities far beyond a single book launch.
- Vet potential agencies to find a true partner: Look for firms with proven results in your specific niche, ask for a clear strategic plan with defined deliverables, and always check client references to ensure they are the right fit for your goals.
- You don’t need a huge budget to start: If a full agency retainer isn’t the right fit now, you can still build momentum. Start with focused DIY efforts or explore project-based work with a consultant to get professional guidance where it matters most.
What Does a PR Agency Actually Do for an Author?
So, you’ve poured your heart and expertise into writing a book. The next step is getting it into the hands of readers, and that’s where the real marketing work begins. A public relations (PR) agency acts as your strategic partner, dedicated to sharing your story and message with the world. They go far beyond simply sending out a press release. A great agency builds a comprehensive strategy to grow your author brand, establish your credibility, and connect you with your ideal audience. They handle the complex world of media outreach so you can focus on what you do best: writing and sharing your expertise.
What to Expect from a PR Agency
When you partner with a PR agency, you’re bringing on a team to manage your marketing and outreach. A publicist’s main job is to save you time by handling all the promotional tasks that are essential for a successful book launch and beyond. They leverage their deep network of media connections—contacts with journalists, bloggers, TV producers, and podcast hosts—to get you noticed. Their services are designed to increase your visibility and can include securing media placements in top-tier publications, booking you for speaking events, arranging podcast interviews, and developing a content strategy that positions you as a thought leader.
How PR Shapes Your Author Career
Working with a PR agency is about more than just selling copies of your latest book; it’s a strategic investment in your long-term career. A successful publicity campaign helps you become a recognized expert in your field, opening doors to new opportunities. It’s also important to know that even authors with major publishing houses are expected to handle a lot of their own marketing. A publisher’s in-house team is often stretched thin, so having your own dedicated PR support gives you a significant advantage. By investing in professional PR, you’re not just promoting a single project; you’re building a powerful personal brand that can lead to future book deals, speaking engagements, and other ventures.
How to Find the Right PR Agency for You
Choosing a PR agency is more than just hiring a service; it’s about finding a strategic partner who will champion your story. The right agency acts as an extension of your team, someone who understands your vision and has the expertise to bring it to life. They don’t just send out press releases and hope for the best. Instead, they build a comprehensive strategy designed to connect you with the right audience, secure meaningful media placements, and establish you as a leading voice in your field. This partnership is crucial for authors, CEOs, and entrepreneurs who want to build a lasting brand beyond a single book launch.
Finding this perfect match requires a bit of homework. You need to know what to look for in a potential partner and what questions to ask to ensure their approach aligns with your goals. Think of it as a hiring process where you’re the one in the driver’s seat. By vetting agencies for their specific experience, industry connections, and transparent processes, you can confidently select a team that will help you share your message with the world. The following steps will help you identify an agency that not only gets results but also feels like the right fit for you and your brand.
Look for These Qualities
When you’re vetting potential agencies, focus on a few key qualities. First, look for a team with a proven history of success with authors and books in your specific genre. An agency that specializes in non-fiction for entrepreneurs will understand your target audience far better than one that primarily works with fiction novelists. They’ll know which podcasts your ideal readers listen to and which journalists cover your topic. Second, a great agency has strong media connections. Their publicists have spent years building relationships with journalists, producers, and editors who can help get your story told. Finally, a good partner saves you time. A publicist handles the outreach and follow-up, letting you focus on your next book or business venture.
Ask These Questions Before You Hire
Once you have a shortlist, it’s time to dig deeper. Before you sign a contract, make sure you get clear answers to a few critical questions. Don’t hesitate to ask for references from past clients and actually call them to hear about their experience. A reputable agency will be proud to connect you. You also need to understand their marketing plan. Ask them exactly what they will do to promote your book. Will they create a press kit, pitch for reviews, or set up podcast interviews? A clear set of deliverables is a must. Lastly, be wary of vague promises. Getting your book “seen” by thousands doesn’t guarantee sales. Ask how their strategy translates into tangible results that align with your goals.
9 Top PR Agencies for Authors
Finding the right PR partner is a lot like finding the right editor—it’s a relationship built on trust, shared vision, and a deep understanding of your work. The agency you choose can shape your book’s launch and your long-term author career. Some agencies are masters at landing you on national television, while others excel at building a groundswell of support in niche online communities. The key is to match the agency’s expertise with your personal and professional ambitions. To help you get started, I’ve gathered a list of nine top PR agencies known for their work with authors. Each has a unique strength, so think about which one aligns best with your specific goals, whether that’s hitting a bestseller list, building a media platform, or reaching a specific audience.
Leverage with Media PR
Leverage with Media PR is a boutique agency with a sharp focus on a specific type of author: the celebrity, CEO, or non-fiction expert. If you’re an entrepreneur or founder who has written a book to build your brand, this is a team that speaks your language. They specialize in helping authors gain visibility through strategic media placements and targeted outreach that positions you as the go-to authority in your field. Their personalized approach means they build a strategy around your unique story and goals, making them a strong partner for authors who are also building a business empire and need PR that supports both.
Smith Publicity
Smith Publicity is a well-established name in the book world, known for its comprehensive marketing and publicity services. They’ve been around for decades and have a reputation for creating robust campaigns that cover a wide range of media. Because of their long history and extensive services, they are often considered a premium, more expensive option. For authors with a significant budget who are looking for a full-service, experienced team to manage every aspect of their book’s promotion, Smith Publicity offers a proven, albeit pricey, track record. They are a go-to for authors seeking a powerful and traditional publicity push.
Goldberg McDuffie Communications, Inc.
If you’re looking for an agency with a stellar reputation, Goldberg McDuffie Communications is a name you’ll see frequently. They are consistently ranked among the top PR agencies for authors, and for good reason. With an impressive client retention rate of 94%, it’s clear they build lasting, effective partnerships with the authors they represent. This kind of loyalty suggests they deliver results and provide excellent service. According to industry analysis from Top PR Agencies, they fall into a medium pricing range, making them a high-value choice for serious authors who want top-tier service without the highest-end price tag.
Ascot Media Group, Inc.
For authors who value social proof and affordability, Ascot Media Group is a compelling option. They stand out for having a high volume of positive customer reviews, which shows a consistent level of client satisfaction. This, combined with a strong client retention rate, points to a reliable and effective team. What makes them particularly accessible is their low pricing structure, making them a great fit for authors who are budget-conscious but don’t want to compromise on quality. Ascot proves that you don’t always have to have the biggest budget to get a dedicated PR team behind your book.
Fortier Public Relations
Fortier PR is an award-winning firm that has carved out a niche helping business and non-fiction authors. Their primary goal is clear: to help you achieve bestseller status through strategic public relations. This laser focus is ideal for entrepreneurs, experts, and thought leaders whose book is a critical part of their professional platform. If your main objective is to see your book on a bestseller list to add credibility to your brand, Fortier PR’s specialized expertise makes them a powerful ally. They understand how to position non-fiction books in a competitive market to achieve maximum impact and recognition.
Books Forward
If your book doesn’t fit neatly into one box, Books Forward is an agency that embraces variety. They are recognized for creating tailored marketing campaigns that serve a diverse range of authors, working with both fiction and non-fiction projects. This versatility is a major strength, as it means they have a broad toolkit of strategies to pull from. For non-fiction authors, this can lead to more creative and out-of-the-box campaign ideas. Their focus on customized plans ensures that your book’s unique message and audience are at the center of their publicity efforts, rather than a one-size-fits-all approach.
BookSavvy PR
BookSavvy PR is another excellent choice for authors looking for a team with broad experience. They specialize in managing marketing campaigns and public relations for a wide array of authors, from fiction novelists to experts in various non-fiction fields. This diverse portfolio means they are adaptable and skilled at finding the right angle for any type of book. Their ability to work across genres suggests a deep understanding of the media landscape and what it takes to get different kinds of stories noticed. For an author, this means partnering with a team that is both creative and flexible in its approach to securing media attention.
LEO PR
LEO PR is known for playing the long game, which can be incredibly valuable for an author’s career. Their expertise lies in not just securing placements, but in building long-term relationships with media outlets. This focus is key for authors who want to build a lasting platform beyond a single book launch. A strong, ongoing relationship with the media means more opportunities for interviews, expert commentary, and feature articles down the road. It positions you as a trusted source, not just a one-time author. For those looking to establish themselves as a thought leader, LEO PR’s strategic approach to media relations can be a game-changer.
Broadside PR
Broadside PR offers a unique opportunity for the right independent author. While they primarily work directly with publishers, they are known to occasionally take on indie authors with compelling projects. This makes them a more exclusive and selective choice. Their deep connections within the publishing industry mean they have a strong network and an insider’s understanding of what makes a book successful. If you are an independent author with a high-profile platform or a particularly buzzworthy book, getting the chance to work with Broadside PR could give you access to a level of publicity that is typically reserved for traditionally published authors.
How Much Does Author PR Cost?
This is the million-dollar question, isn’t it? Or, hopefully, a bit less. The truth is, the cost of public relations for an author can vary widely. It’s not a one-size-fits-all service, and the pricing reflects that. Instead of a simple price tag, you’ll find that costs are based on your specific goals, the agency’s experience, and the scope of the work. Let’s break down what you can expect so you can plan your budget with confidence.
How Agencies Typically Charge
The most common payment structure you’ll encounter is the monthly retainer. Think of it like a subscription for ongoing PR expertise and effort. An agency will typically propose a set monthly fee for a specific contract period, often ranging from four to twelve months. This model is popular because building media relationships and securing coverage takes time and consistent work. A campaign for a book launch, for example, needs several months of lead time to pitch editors and producers effectively. Retainers can range from a few thousand dollars a month for a boutique firm to tens of thousands for a larger agency with a broader scope.
What Factors Affect the Price?
Several key factors influence an agency’s retainer fee. The firm’s size, location, and reputation play a big role; a well-known agency in New York City will have different rates than a smaller team in a different market. The price also depends heavily on the scope of work. Are you looking for a comprehensive campaign to launch your book and build your personal brand, or do you need targeted outreach to a specific niche? The more work required, the higher the cost. It’s important to understand exactly what you’re paying for, whether it’s a monthly effort to build momentum or a project with a more defined outcome.
Create Your PR Budget
To create a realistic budget, start by defining your goals. Securing a feature in a national magazine requires a different level of investment than landing spots on niche podcasts. While retainers are standard for long-term campaigns, some publicists may offer smaller, project-based flat fees or hourly work for consultations or specific tasks. Ultimately, the best way to get a clear number is to ask for a custom proposal. At Leverage with Media, we create tailored strategies because every author’s story is unique. You can see how we structure our own PR packages to get a better sense of how services align with investment. This will help you find a plan that fits your specific needs and ambitions.
Is a PR Agency Right for You?
Deciding to bring on a PR agency is a major step for your brand. It’s an investment of both trust and money, so it’s smart to look at the decision from all angles before you sign a contract. For many authors, CEOs, and founders, partnering with the right firm is the catalyst that takes their brand from unknown to unmissable. But it’s not the right move for everyone at every stage of their journey. Let’s break down what you stand to gain and what you need to watch out for to help you make the best choice for your career.
The Perks of Hiring a PR Pro
The biggest advantage of hiring a publicist is gaining immediate access to their expertise and, most importantly, their network. A good PR professional has spent years building relationships with journalists, podcast hosts, and TV producers. They know exactly who to pitch your story to and how to frame it for the best chance of getting a “yes.” This saves you the massive effort of building a media list from scratch and helps you get seen by the right people. Our clients’ recent press features are a direct result of these cultivated relationships.
Beyond connections, hiring a pro saves you an incredible amount of time. Pitching, following up, and coordinating interviews is a full-time job. Handing these tasks over to an agency frees you up to focus on what you do best—writing your next book, running your company, or developing new ideas. A PR agency also helps you build a lasting brand. It’s not just about promoting one book; it’s about positioning you as a thought leader in your field. We take a strategic approach to build your platform for the long haul, ensuring each media hit contributes to your larger career goals.
Know the Potential Downsides
Let’s talk about the elephant in the room: the cost. Quality PR is a significant investment. Most reputable agencies work on a monthly retainer for a set number of months, which can be a substantial commitment. Before you start your search, you need to be clear on your budget and what you can realistically afford. It’s also crucial to have a conversation about what that investment includes. We’re transparent about our PR packages and what they entail so you can make an informed financial decision from the start.
You also need to be aware that, unfortunately, there are scammy companies out there that prey on authors’ dreams. Be wary of anyone who guarantees a spot on a bestseller list or promises results that sound too good to be true. Do your due diligence and check for a proven track record. Finally, it’s important to have realistic expectations. A feature in a major publication builds incredible credibility and visibility, but it doesn’t always translate to a direct, immediate spike in sales. PR is a long game focused on building authority and trust with your audience over time.
How to Get the Most from Your PR Agency
Hiring a PR agency is a significant step, and you want to make sure it’s a successful partnership. Think of your publicist as an extension of your team. The best results happen when there’s a strong, collaborative relationship built on clear communication and mutual respect. While your agency will handle the heavy lifting of outreach and media relations, your involvement is crucial. You bring the story, the expertise, and the vision; they bring the strategy, the connections, and the execution. By working together, you can create a powerful force that gets your message in front of the right people. Here’s how to make sure you’re building a partnership that truly delivers.
Set Clear, Achievable Goals
Before your agency sends a single pitch, you both need to be crystal clear on what you’re trying to achieve. Are you aiming to land a feature in Forbes, get booked on a top-tier podcast, or drive pre-orders for your book? Specificity is your friend. Vague goals like “get more press” are hard to measure. Instead, work with your agency to define concrete, realistic objectives. A great agency will help you refine your goals based on their experience and your book’s genre. They should have a proven history of success with authors and entrepreneurs like you, so they’ll know what’s possible and how to get there. This initial alignment ensures everyone is working toward the same finish line.
Communicate Effectively with Your Agency
Open and consistent communication is the bedrock of a great client-agency relationship. Your publicist needs access to you—your stories, your schedule, and your insights—to do their job effectively. Set up a regular cadence for check-ins, whether it’s a weekly call or a bi-weekly email update, to stay informed on progress and next steps. Be responsive when they reach out for information or an interview opportunity. Likewise, don’t hesitate to share new ideas or developments from your end. The more your publicist knows, the more opportunities they can find for you. This collaborative dialogue is what turns a good PR campaign into a great one, and it all starts with that first consultation call.
Trust Your Agency’s Expertise
You hired a PR agency for a reason: their expertise and their connections. Publicists spend years building relationships with journalists, producers, and editors. They know who to pitch, how to frame your story, and when to follow up. While your input is essential, it’s important to trust their strategic guidance. Micromanaging the process can stifle creativity and slow down momentum. Let your agency handle the day-to-day tasks of pitching and follow-up so you can focus on what you do best—writing your next book or leading your company. By putting your trust in your PR team, you empower them to leverage their skills and network to secure the best possible results for you.
What If You’re Not Ready for an Agency?
Hiring a PR agency is a significant investment of both money and trust. If you’re just starting out, have a tight budget, or simply want to get a feel for the promotional landscape yourself, it’s completely fine to wait. The good news is that you don’t have to sit back and hope for the best. You can take powerful, effective steps to build momentum for your book on your own terms.
Many successful authors begin by handling their own promotion before bringing in professional help. This period can be incredibly valuable, teaching you about your audience, what messaging resonates, and where your time is best spent. Whether you decide to manage all your PR yourself or take a more balanced approach, you have options for getting your story out there without committing to a full agency retainer. Think of it not as a step back, but as a different path forward—one that puts you in the driver’s seat of your author career.
DIY PR Tips for Getting Started
If you choose to handle your own promotion, you’re essentially becoming your book’s primary marketer. It’s a major commitment, but it also gives you complete control. Your to-do list will include building a professional author website, networking with journalists and bloggers in your niche, securing book reviews, and creating a consistent presence on social media. While many authors find success with a DIY approach, it requires serious dedication. The key is to be strategic. Focus on a few high-impact activities rather than trying to do everything at once. Start by identifying the platforms where your ideal readers spend their time and concentrate your efforts there.
Try a Hybrid Approach
A hybrid model offers a fantastic middle ground, letting you manage some PR tasks while outsourcing others to an expert. This allows you to get professional support where you need it most—perhaps with media outreach or strategy—while handling things like social media yourself to manage costs. If you go this route, it’s critical to find a partner with a proven history of success with books in your specific genre. You can often book a consultation to discuss smaller, project-based packages instead of a long-term retainer. This strategy helps you balance your budget while still gaining professional guidance to make a real impact.
How to Know if Your PR is Working
Investing in a PR agency is a big step, so it’s completely natural to ask, “Is this working?” The answer isn’t always a simple yes or no, and it’s certainly not as straightforward as looking at ad clicks. Measuring the success of a public relations campaign is about tracking the growth of your reputation, credibility, and authority—assets that build on each other over time. While you’ll want to see some immediate results, the real magic of PR often lies in its cumulative effect on your author brand. It’s a marathon, not a sprint.
A great PR agency will be transparent about results and work with you from the start to define what success looks like for your specific goals. Are you aiming to sell more books, land a speaking tour, or become the go-to expert in your field? Your objectives will determine which metrics matter most. The key is to look at a mix of quantitative data and qualitative feedback. This approach gives you a full picture of your return on investment. It shows you not just where your name is appearing, but how it’s being perceived by the audiences that matter most to your career. Before you even sign a contract, you should have a clear understanding of how your agency will report on progress and what benchmarks they’ll be aiming for.
Key Metrics to Track
While you can’t always draw a straight line from a media feature to a book sale, you can absolutely track progress. Your agency should be monitoring several key performance indicators to show how their efforts are moving the needle. Look for reports on media mentions—both the quantity and the quality of the outlets featuring you. Are you in publications your target readers trust? Another important metric is sentiment analysis, which gauges whether the conversation around you and your book is positive. You should also watch for increases in website traffic, social media engagement, and growth in your email list following a big press hit. These are all signs that PR is successfully driving interest in your work.
Look at the Long-Term Impact
Think of PR as building a foundation rather than just flipping a switch. A single interview might cause a small, immediate spike in sales, but its real value is in how it contributes to your long-term authority. Each piece of press becomes a permanent digital asset, a testament to your expertise that lives on Google and can be discovered by event planners, producers, and readers for years to come. Over time, these placements create a powerful ripple effect, helping you build brand credibility that makes it easier to land future opportunities. This sustained visibility is what turns an author into a recognized brand and a leading voice in their industry.
