For CEOs, founders, and non-fiction authors, a book is far more than a collection of chapters—it’s a cornerstone of your personal brand. It’s your ultimate business card, designed to build authority and open doors to new opportunities. But a book can only do that work if people know it exists. That’s the critical role of public relations. A targeted strategy for PR for books transforms your manuscript from a simple product into a powerful platform-building tool. It secures the media placements and interviews that position you as the go-to expert, turning your author journey into a launchpad for speaking engagements, new clients, and lasting industry influence.
Key Takeaways
- Focus on Earned Media for Lasting Authority: While marketing uses paid ads for direct sales, book PR secures earned media like features and interviews. This builds third-party credibility that establishes you as a thought leader and opens doors to speaking engagements long after your book launch.
- Treat PR as a Proactive Partnership: A successful campaign starts months before your launch and requires your active collaboration. Your role is to provide the core message and be available, while your agency leverages its expertise and media relationships to execute the strategy.
- Choose a Firm That Aligns With Your Goals: Look beyond a price list and vet potential agencies based on their proven results, industry connections, and communication style. The right partner will understand your specific objectives and tailor their strategy to help you achieve them.
What is Book PR (And Why Every Author Needs It)?
You’ve poured countless hours into writing your book, and now it’s time to share it with the world. But with thousands of books published every year, how do you make sure yours stands out? That’s where book public relations, or book PR, comes in. Think of it as a strategic plan to introduce your book to the public. It’s about getting your story noticed by the right people, in the right places, at the right time.
Book PR isn’t just about sending out a press release and hoping for the best. It’s a thoughtful process that uses media stories, interviews, social media, and events to build buzz and connect with your ideal readers. For non-fiction authors, CEOs, and entrepreneurs, a book is more than just a book—it’s a powerful tool for building authority and credibility in your field. A solid PR strategy ensures your message reaches beyond the bookshelf, establishing you as a thought leader and opening doors to new opportunities. It’s the difference between launching your book to the sound of crickets and launching it with a standing ovation.
What a PR Firm Actually Does
So, what does a book PR firm actually do for you? At its core, a public relations agency helps you manage your book’s reputation and visibility. They act as the bridge between you and the media, crafting a compelling story around your book and your expertise. A great firm doesn’t use a one-size-fits-all template; instead, they create a customized strategy tailored to your specific goals. Whether you want to land a feature in a major publication, get booked on podcasts, or secure speaking engagements, they have the plan and the connections to make it happen.
They also help you overcome the common hurdles authors face, like the fear of public speaking or the uncertainty of how to promote your work effectively. A good PR team provides media training, refines your key messages, and handles the outreach so you can focus on what you do best. They leverage their established relationships with journalists, producers, and editors to get your book the attention it deserves.
Book PR vs. Book Marketing: What’s the Difference?
People often use “PR” and “marketing” interchangeably, but they are two distinct disciplines that work together. The main difference comes down to paid versus earned media. Book marketing typically involves paid activities, like running social media ads, Amazon ads, or email campaigns. You are paying directly for placement to drive sales.
Book PR, on the other hand, focuses on earned media. This is the coverage you get from outlets because your story is newsworthy—think a feature article, a TV interview, or a podcast guest spot. While both aim to get your book in front of people, publicity has key differences in its timing, audience, and focus. PR builds credibility and third-party validation in a way that advertising can’t. When a respected journalist or host features you, it’s a powerful endorsement that builds trust with your audience.
How PR Impacts Sales and Your Author Brand
While PR isn’t a direct sales tool like a paid ad, its impact on sales and your brand can be massive. Positive media coverage generates awareness and drives organic interest in your book. When potential readers see you featured in a magazine they trust or hear you on their favorite podcast, they are much more likely to seek out your book. This kind of publicity can create a ripple effect, leading to more sales and sustained visibility long after your launch week.
Beyond book sales, PR is a crucial investment in your personal brand. For founders and CEOs, a successful book launch can position you as the go-to expert in your industry. This enhanced credibility can lead to speaking opportunities, new business ventures, and a stronger professional network. The goal is to align your PR investment with your larger career objectives, using the book as a springboard for long-term success.
Clearing Up Common Book PR Myths
The world of PR can seem mysterious, and a few myths often trip authors up. One common fear is that many PR firms are scams. While it’s true you should be wary of unsolicited emails promising guaranteed placements, a legitimate agency will have a proven track record and transparent process. The best way to vet a firm is to look at their client results and testimonials.
Another myth is that you can handle PR on your own just by sending a few emails. The reality is that true PR professionals succeed because they’ve spent years building relationships with reporters, editors, and producers. You’re not just paying for their time; you’re investing in their network and expertise. They know who to pitch, how to frame your story, and how to follow up without burning bridges.
Your Book PR Toolkit: Essential Strategies
A successful book PR campaign is built on a foundation of smart, consistent strategies. Think of it as your toolkit—a collection of essential practices you can rely on to build momentum, connect with your audience, and create opportunities. It’s not about doing everything at once, but about choosing the right tools for the job and using them effectively. From getting your story in front of the right journalists to building a platform that lasts long after your launch, each element plays a critical role. Let’s walk through the key strategies that will help you share your message with the world and build a lasting brand as an author.
Getting Your Book in the Media
Securing media coverage is about much more than just seeing your name in print. A truly successful campaign focuses on building genuine relationships with journalists and understanding how to pitch your story in a way that resonates. Instead of just blasting out press releases, the goal is to become a trusted source in your field. This means identifying the right reporters, understanding their audience, and offering them a unique angle or expert commentary they can’t find elsewhere. Quality placements in relevant outlets will do more for your credibility and book sales than dozens of random mentions. A thoughtful PR strategy ensures your book gets the attention it deserves from the people who matter most.
Building Your Author Platform
Your author platform is the home base for your brand—it’s how readers, media, and event organizers find and connect with you. It includes your website, social media channels, email list, and any other channels you use to share your message. A strong platform demonstrates that you have an engaged audience, making you a more attractive prospect for media interviews and partnerships. To understand what’s working, track key metrics like website traffic, social media engagement, and email sign-ups. This data gives you a clear picture of your PR efforts’ impact and helps you refine your approach over time. Consistently nurturing your author platform is one of the most valuable investments you can make in your career.
Crafting a Powerful Book Launch
A book launch is a strategic campaign, not a single event. It’s your chance to generate a massive wave of excitement and momentum that can carry your book for months to come. A powerful launch combines media outreach, social media promotion, email marketing, and events to create a coordinated buzz. To know if your strategy is effective, you need to track key output metrics. Keep an eye on media mentions, backlinks to your website from articles, and the overall reach of your coverage. These indicators will help you assess what’s resonating with your audience and the media, allowing you to double down on successful tactics and make your book launch as impactful as possible.
Securing Speaking Engagements
For non-fiction authors, speaking engagements are a game-changer. They position you as a leading expert, create direct connections with your ideal audience, and often lead to significant back-end sales of your consulting, courses, or other services. Your book is the ultimate business card, and a strategic PR campaign can be the key to getting you on stage. When a podcast host or event organizer sees you featured in a major publication, your credibility instantly rises. Make sure you’re tracking not just book sales, but also the number of speaking inquiries and booked gigs that come from your PR efforts. These opportunities are a powerful way to land speaking engagements and build your business.
Developing Your Social Media Presence
Social media is your direct line to your readers. It’s where you can share behind-the-scenes content, engage in conversations, and build a loyal community around your work. The key is to be strategic—you don’t need to be on every platform. Choose one or two where your target audience spends their time and focus on creating valuable, authentic content. Track your engagement to see what resonates, and watch your follower growth as a sign of your expanding reach. A vibrant social media presence not only helps sell books but also makes you more appealing to journalists looking for experts with an active following. It’s an essential tool for amplifying your message and building a lasting author brand.
Creating a Must-Read Press Kit
When a journalist is on a tight deadline, the last thing they want to do is hunt for your bio or a high-resolution headshot. A professional press kit makes their job easier and shows that you’re serious about working with the media. This digital toolkit should be easily accessible on your website and contain everything a reporter might need. Be sure to include a compelling author bio, professional headshots, a high-quality image of your book cover, and a press release with key details about your book. Having a polished and comprehensive press kit is a simple but critical step that can significantly increase your chances of getting featured.
A Look at Leading Book PR Agencies
Finding the right PR partner is one of the most important decisions you’ll make for your book. The right agency doesn’t just get you press; they become a true extension of your team, understanding your vision and connecting your story with the people who need to hear it most. There are many incredible firms out there, each with its own unique strengths and specialties. To help you get started, I’ve put together a list of some of the leading book PR agencies that consistently deliver for their authors. Think of this as your starting point for finding the perfect fit for your book and your brand.
Leverage with Media PR
If you’re a CEO, founder, or non-fiction author, Leverage with Media PR specializes in working with leaders like you. Their approach is highly personalized, focusing on crafting bespoke strategies that align with your specific business and branding goals. They don’t just publicize your book; they use it as a powerful tool to enhance your overall visibility and authority in your field. The team excels at building strong relationships with top-tier media outlets, securing placements that resonate with your target audience and drive meaningful impact. They understand that for their clients, a book is often part of a much larger brand ecosystem, and their strategies reflect that big-picture thinking.
Smith Publicity
With a history dating back to 1997, Smith Publicity is one of the most established and respected names in the industry. They have a long track record of helping authors tell their stories and connect with the media. Their process often begins with author consulting to ensure you’re fully prepared for the spotlight and to refine your messaging for maximum impact. The team at Smith Publicity has deep-seated relationships across the media landscape, from major national outlets to niche blogs and podcasts. They are known for their thorough, professional, and results-driven campaigns that help authors achieve their publicity goals.
JKS Communications
Known for its highly personalized and tailored campaigns, JKS Communications is a firm that truly prioritizes an author’s individual goals. They believe that a one-size-fits-all approach simply doesn’t work in book PR. Instead, they focus on developing a deep understanding of your book and your brand to build a strategic media outreach plan from the ground up. Their strength lies in building a powerful author brand that extends beyond a single book launch. If you’re looking for a partner who will be deeply invested in your long-term success and who will craft a campaign that feels uniquely yours, JKS is a fantastic option to explore.
BookSparks
If you’re looking for a modern, buzz-worthy campaign, BookSparks is a firm that excels at creating it. They specialize in innovative book marketing strategies that are perfectly suited for today’s digital world. Their team is skilled at generating excitement through dynamic social media campaigns, strategic influencer partnerships, and targeted media outreach that captures attention. They have a knack for making books feel like a major event. For authors who want to engage readers directly and build a vibrant online community around their work, BookSparks’ creative and energetic approach is designed to get people talking and drive book sales.
Maryglenn McCombs
With a strong reputation for her expertise in author branding and media relations, Maryglenn McCombs runs an agency that provides comprehensive and dedicated publicity services. Her team is known for its meticulous attention to detail and its commitment to securing meaningful media coverage for authors. They handle everything from crafting compelling press releases and media kits to planning and promoting author events. Maryglenn’s hands-on approach ensures that each author receives personalized guidance and a strategy designed to build their platform. Her firm is a great choice for authors seeking a seasoned publicist who can offer both strategic insight and flawless execution.
PR by the Book
As their name suggests, PR by the Book offers a full suite of publicity services designed specifically for authors. They take a holistic approach, integrating media outreach, social media strategy, and event promotion into a cohesive campaign. One of their key philosophies is the importance of building long-term, authentic relationships with journalists, producers, and influencers. This focus allows them to secure sustained visibility for their clients, keeping the conversation going long after the initial launch. Their team is known for being creative, persistent, and passionate about connecting great books with the right audiences.
Author Marketing Experts
For authors who want to build a powerful online presence, Author Marketing Experts is a go-to resource. Founded by the influential Penny Sansevieri, the firm offers a wide range of services that extend from book marketing to social media management and Amazon optimization. Their strategies are designed to help you effectively promote your work in the digital space and connect directly with readers where they spend their time. They understand the technical side of book marketing and can help you get all the foundational pieces in place to maximize your book’s visibility and sales potential online.
Wildbound PR
Dedicated to creating impactful and memorable campaigns, Wildbound PR is a firm that focuses on strategies that truly resonate with readers. They are known for their innovative and creative approach, which often includes targeted influencer outreach, engaging social media content, and thoughtful media placements that tell a deeper story. The team at Wildbound is passionate about literature and works to create campaigns that feel authentic to the author and their work. They are a great fit for authors who want a partner to help them connect with readers on an emotional level and build a loyal following.
What to Expect When Working with a Book PR Agency
Partnering with a public relations agency is an exciting step, but it can also feel a bit mysterious if you’ve never done it before. Think of it as a collaboration. Your agency brings the strategy, media connections, and PR expertise; you bring the story, the message, and the passion behind your book. Together, you’ll work to build your author brand and get your book into the hands of more readers. Let’s pull back the curtain on what the process actually looks like, from timelines and costs to your role in making it all happen.
Understanding the PR Timeline
One of the first things to understand is that PR is a marathon, not a sprint. A successful campaign builds momentum over time, and the groundwork is often laid months before your book even hits shelves. Long-lead media, like glossy magazines, work on a 3-6 month editorial calendar, so your publicist will start pitching well in advance. Shorter-lead outlets like blogs, podcasts, and online news sites have faster turnarounds, but still require strategic timing. Remember, a successful PR campaign is about more than just counting how many times your name appears in the media; it’s about creating a sustained conversation around you and your work.
What Does Book PR Cost?
The investment for book PR can vary widely, depending on the agency’s experience and the scope of your campaign. Most publicists offer different packages of services that authors can choose from, often structured as a monthly retainer for a set period (typically 3-6 months). A campaign for a non-fiction book aimed at establishing you as a thought leader will look different from one for a debut novelist. When you review proposals, look at what’s included. Does it cover media outreach, press kit creation, interview coaching, and securing speaking engagements? View this as an investment not just in your book, but in your long-term author brand.
How to Measure Your PR Success
Success in PR isn’t always a straight line to book sales, although that’s certainly a goal. To truly measure the impact of a campaign, it’s essential to track various metrics beyond just media mentions. Before you begin, sit down with your agency to define what a “win” looks like for you. Is it a feature in Forbes or an interview on a top-rated podcast in your niche? Is it building credibility to attract high-paying speaking opportunities? Defining your goals upfront allows your publicist to tailor their strategy and helps you recognize success when you see it. This clarity ensures everyone is working toward the same vision for your author brand.
Key Metrics That Actually Matter
While your personal goals are paramount, your agency will track specific metrics to gauge campaign performance. These often include media impressions (the number of people who may have seen the coverage), social media engagement (likes, shares, and comments), and referral traffic to your website. As mystery author Craig Johnson monitors, tracking a mix of metrics like event attendance and book sales gives a fuller picture. An increase in website traffic after a podcast interview or a spike in social media followers following a guest article are clear indicators that the PR is working to grow your audience and expand your author platform.
Your Role in the PR Process
Your PR agency will handle the heavy lifting of strategy and outreach, but your involvement is critical. The most successful campaigns are true partnerships. You are the expert on your book and your message, so your publicist will rely on you for insights to craft compelling pitches. You’ll need to be available for interviews, quick to approve press materials, and ready to provide quotes or bylined articles. As one guide for authors puts it, you should be proactive in your PR efforts by engaging with your audience and creating content that your agency can leverage. The more engaged you are, the more opportunities your publicist can create.
How Your Agency Builds Media Relationships
So, what are you really paying for when you hire a PR firm? Access. True PR professionals succeed because they have built relationships with reporters, editors, and producers over many years. They know who to pitch, how to pitch them, and when. An experienced publicist won’t just be sending a cold email blast; they’ll be calling up a contact at a major outlet who trusts their judgment. This is the kind of insider access that is nearly impossible to replicate on your own. The team at a good agency has spent years cultivating these connections, which allows them to place your story in the right hands.
How to Choose the Right PR Agency for You
Selecting a PR agency is one of the most important decisions you’ll make for your book and your brand. This isn’t just about hiring a service; it’s about finding a partner who understands your vision and has the expertise to bring it to life. The right agency will become an extension of your team, championing your story and connecting you with the right audiences. But with so many options out there, how do you find the perfect fit?
It comes down to asking the right questions and looking for specific qualities. You need a team that not only has a great reputation but also aligns with your specific goals, budget, and working style. Think of it like casting a key role in your career—you want someone who not only looks good on paper but also has the chemistry and commitment to help you succeed. Let’s walk through the key factors to consider to ensure you find an agency that will truly amplify your message.
Look for a Proven Track Record
When you’re vetting a PR agency, their past performance is your best predictor of future success. A strong track record shows they can deliver tangible results. Go beyond surface-level promises and look for concrete evidence of their work. Do they have a portfolio of recent press placements in reputable outlets? Can they share case studies from authors similar to you?
Remember, a successful PR campaign is about more than just counting how many times your name appears in the media. It’s about securing meaningful coverage that reaches your target readers and builds your credibility. Look for an agency that showcases strategic wins and can clearly articulate the impact they had for their clients.
Align Services with Your Goals
Before you even start talking to agencies, get crystal clear on what you want to achieve. Are you focused on driving book sales, landing speaking engagements, building your personal brand, or all of the above? Your goals will determine the type of PR support you need. A great agency will tailor its strategy to your specific objectives.
During your initial conversations, ask how they would approach your project and what key metrics they would use to measure success. As author Craig Johnson notes, tracking things like “media impressions, event attendance, [and] social media engagement” is crucial to ensure the campaign stays aligned with your goals. Make sure the agency’s services and reporting methods match what matters most to you.
Find a Fit for Your Budget
PR services come in a wide range of price points, so it’s important to find an agency that fits your budget. Many publicists offer different packages of services that you can choose from, allowing for some flexibility. Be upfront about your budget from the beginning to ensure you’re having a productive conversation.
When evaluating costs, make sure you understand exactly what’s included. Ask for a detailed proposal that breaks down the services, timeline, and any potential additional expenses. A transparent agency will be happy to walk you through their pricing structure. Investing in PR is investing in your author career, so find a partner who offers clear value for your budget.
Ensure a Good Communication Style
You’ll be working very closely with your PR team, so a good rapport and clear communication are non-negotiable. You need to feel comfortable with their style and confident that you’ll be kept in the loop. During the vetting process, pay attention to how they communicate. Are they responsive, professional, and easy to talk to?
Ask about their process for client communication. Who will be your day-to-day contact? How often can you expect updates? A strong partnership is built on trust and transparency. You want a team that feels like a true collaborator, not just a vendor. This relationship is key to a successful and stress-free campaign.
Ask About Their Industry Connections
An agency’s greatest asset is its network. True PR professionals succeed because they have spent years building relationships with reporters, editors, and producers. These connections are what allow them to effectively pitch your story and secure valuable media opportunities. Don’t be shy about asking a potential agency about their industry contacts.
Find out which media outlets they have strong relationships with, especially within your book’s genre or your industry. If you’ve written a business book, you’ll want an agency with deep connections at top business publications. A firm with a specialized team of experts in your niche will have the right contacts to get your book in front of the right people.
Check Client Testimonials and Results
Finally, do your homework by checking references. Reading testimonials and looking at a list of past clients is a great starting point, but try to dig a little deeper. Ask the agency if you can speak with one or two of their former authors. Hearing directly from someone who has worked with them can provide invaluable insight into their process, communication, and overall effectiveness.
Look for feedback that highlights a true partnership. When clients say an agency helps them “stand out and get noticed” and that they “truly understand the books they promote,” it’s a sign of a dedicated and effective team. The best proof is in the results and the positive experiences of the authors who came before you.
Building Your Winning PR Strategy
A successful book launch doesn’t happen by accident. It’s the result of a thoughtful, well-executed strategy that begins long before your book hits the shelves. Building this strategy involves more than just sending out a press release; it’s about creating a comprehensive plan that aligns your book with your broader brand goals. From timing your outreach perfectly to crafting materials that make journalists’ jobs easier, every piece of the puzzle matters. Let’s walk through the key components of a PR strategy that will give your book the attention it deserves.
Timing Your Campaign for Maximum Impact
One of the biggest mistakes authors make is waiting until their book is published to think about PR. In reality, book publicity should start months in advance. Major media outlets, especially print magazines, work on long lead times—often three to six months out. To secure a feature that coincides with your launch week, you need to be pitching well ahead of time. This early start allows your PR team to build anticipation, secure interviews, and place articles that create a wave of interest right when your book becomes available. Think of it as setting the stage so your book can make a grand entrance.
Strengthening Your Author Platform
Your book is a product, but you are the brand. A strong author platform is your direct line to readers and the media, and it’s essential for cutting through the noise. This platform includes your professional website, social media presence, email newsletter, and any speaking engagements you do. For many of our clients, who are already established leaders, this means refining their existing platform to focus on the book’s core message. It’s about positioning yourself as the go-to expert on your topic, making it an easy decision for a journalist or event organizer to feature your story. A powerful platform shows the media that you have an engaged audience ready to listen.
Crafting Press Materials That Get Noticed
When a journalist is on a tight deadline, the last thing they want to do is hunt for your bio or a high-quality headshot. A professional press kit makes it incredibly easy for them to say “yes” to covering you. This essential toolkit should include a professional author photo, a compelling bio, a high-resolution image of your book cover, and a concise summary of your book. Also include key talking points and answers to frequently asked questions. These materials present you as a polished professional and give reporters everything they need to craft a story about you and your work.
Mastering Media Outreach
Effective media outreach is both an art and a science. It’s not about sending a generic email blast to hundreds of contacts; it’s about targeted, personalized pitching. A great PR strategy identifies the specific journalists, podcasters, and producers who cover your area of expertise. The key is to frame your pitch not just as a book announcement, but as an offer of value. As a non-fiction author, you are an expert. You can provide commentary on timely news stories, offer a unique perspective on industry trends, or share actionable advice with their audience. This approach positions you as a valuable resource, not just an author promoting a book.
Using Digital PR to Expand Your Reach
Your readers are online, and your PR strategy needs to be, too. Digital PR uses online channels to build your brand and connect with your audience in meaningful ways. This can include securing guest posts on influential blogs, landing interviews on popular podcasts, or collaborating with social media influencers in your niche. Unlike traditional media, digital PR offers direct engagement and can drive immediate traffic to your website or book sales page. A customized PR plan will identify the right digital avenues to ensure your message reaches the people who need to hear it most, wherever they are online.
Thinking Beyond the Book: Long-Term Brand Building
A book launch is a powerful moment, but it shouldn’t be the end of the story. The visibility and authority you gain from a successful launch are assets you can use for years to come. Think of your book’s PR as an investment in your entire author career. The media relationships you build can lead to future opportunities, and the expert status you solidify can open doors to speaking engagements, consulting work, and other ventures. This long-term perspective is what transforms a single book launch into a cornerstone of your enduring personal brand.
Related Articles
- Essential PR Strategies for Non-Fiction Authors to Boost Book Sales – Leverage with Media PR
- Why Public Relations is Crucial for Authors
- How to Choose a Book PR Agency: Author’s Guide – Leverage with Media PR
- 9 Best PR Agencies for Authors (And How Much They Cost) – Leverage with Media PR
- Top 10 Book PR Agencies to Amplify Your Book’s Reach – Leverage with Media PR
Frequently Asked Questions
How soon should I start thinking about PR for my book? Ideally, you should begin the conversation with a PR agency about six to nine months before your publication date. This timeline gives your team ample opportunity to develop a strong strategy and pitch to media outlets with long lead times, like monthly magazines. Starting early ensures that when your book launches, the foundation for a sustained and impactful conversation is already firmly in place.
Will a PR campaign guarantee I sell more books? While strong media coverage often leads to a lift in sales, PR is not a direct sales tool like a paid advertisement. Its primary role is to build your credibility and generate third-party validation. When a respected media outlet features you, it builds trust and awareness that advertising can’t buy. This enhanced authority drives organic interest in your work and can lead to long-term opportunities like speaking engagements and new business, which often have a far greater impact than book sales alone.
What if I don’t have a large social media following? Can PR still be effective? Absolutely. A massive social media following is not a prerequisite for a successful PR campaign. Public relations focuses on your expertise and the unique story your book tells. Media outlets are interested in your credibility and the value you can provide to their audience, not just your follower count. In fact, a strong PR campaign is one of the most effective ways to build your author platform and grow your audience from the ground up.
As a busy founder, how much of my own time will this process take? Your involvement is essential, but a good agency is hired to do the heavy lifting. Your primary role is to be the expert. You’ll need to be available for media interviews and provide insights for pitches, but your PR team will handle the strategy, outreach, scheduling, and follow-up. Think of it as a partnership where you provide the core message and expertise, and your agency handles the execution so you can stay focused on your business.
Is PR only useful for a new book launch? Not at all. While a launch is a key moment, PR can be incredibly effective at any stage of your book’s life. You can use PR to revive interest in a previously published book by tying its themes to current events or news cycles. For authors, PR is an ongoing brand-building tool. It helps you stay relevant, secure your position as a thought leader, and continue leveraging your book to create new opportunities long after its publication date.
