Writing your book was the first major step. Now, it’s time to think like a CEO about your launch. A successful book release is a business initiative, requiring a strategic plan and a solid investment in the right team. You wouldn’t launch a major product without a marketing strategy, and your book is no different. It’s a powerful asset that can generate new leads, secure speaking opportunities, and elevate your entire brand. To maximize that return, you need a specialized team. This is the essential role that book PR companies play. They are the experts in building momentum and creating the kind of buzz that translates into both sales and authority. Here, we’ll break down how to choose the right firm and get the most from your investment.
Key Takeaways
- Think Beyond the Book Launch: A great PR firm focuses on building your long-term brand, not just driving short-term book sales. Their strategy should position you as a go-to expert by securing media placements and speaking opportunities that support your entire career.
- Choose a Partner, Not Just a Publicist: The right firm has a proven track record and deep media relationships relevant to your field. Vet potential agencies by reviewing their past results, speaking with client references, and confirming they have specific experience working with experts like you.
- Success Requires Your Active Collaboration: Your PR campaign is a partnership, not a task you can delegate and forget. Maximize your investment by being responsive, making yourself available for interviews, and working closely with your team to shape the narrative and capitalize on every opportunity.
What Do Book PR Companies Actually Do?
So, you’ve poured your heart, soul, and expertise into writing a non-fiction book. The hard part is over, right? Not quite. Now comes the challenge of getting your book into the hands of the people who need to read it. This is where a book public relations firm comes in. But what does a PR company really do? It’s so much more than just sending out a press release and hoping for the best. A great book PR partner acts as your strategic guide, building a comprehensive campaign designed to put you and your message in the spotlight.
For non-fiction authors, who are often CEOs, founders, and experts, the goal isn’t just to sell books—it’s to build authority, grow your brand, and create new opportunities. A PR firm understands this. They work to translate the core message of your book into compelling stories that the media wants to share. They manage your public image, making your book more visible and attracting the right readers. Think of them as the architects and general contractors of your public reputation, creating a solid foundation that supports not only your book launch but your long-term career goals. The right PR strategy will amplify your voice far beyond what you could achieve on your own.
Secure Media Placements and Press Coverage
At its core, a book PR firm’s primary job is to get you and your book featured in the media. This is the bread and butter of public relations. They leverage their network of contacts—journalists, editors, producers, and podcast hosts—to land you interviews, feature articles, TV segments, and online reviews. Instead of you spending countless hours sending cold emails, your publicist uses their established relationships to pitch your story to the right people at the right time. They know how to frame your book’s message in a way that feels timely and relevant, securing press coverage that builds credibility and drives awareness. This is what gets your name and book title in front of thousands, or even millions, of potential readers.
Build Your Author Platform
A book is a powerful tool, but it’s even more powerful when it’s backed by a strong author platform. A PR firm helps you build and strengthen this platform, which is your entire public presence. This goes beyond a single book launch. They’ll work with you to refine your brand, ensuring your website, social media profiles, and public appearances all tell a cohesive story. They help position you as the go-to expert in your field by securing bylined articles and guest posts in your name. This strategy isn’t just about short-term sales; it’s about creating a lasting brand that will support your future books, speaking engagements, and business ventures.
Execute Your Book Launch Campaign
A successful book launch doesn’t happen by accident. It’s a carefully orchestrated campaign, and your PR firm is the conductor. They create a detailed timeline and strategy to generate maximum buzz around your publication date. This involves coordinating media outreach to ensure reviews and interviews are published during launch week, organizing virtual or in-person launch events, and creating a sense of excitement that encourages pre-orders and day-one sales. A well-executed launch campaign can make the difference between a book that quietly appears on shelves and one that makes a major splash, potentially even hitting a bestseller list.
Book Speaking Engagements and Events
For many non-fiction authors, speaking is a critical way to share their message, connect with their audience, and drive book sales. Your PR team can be instrumental in securing these opportunities. They identify conferences, corporate events, and workshops where your expertise would be a perfect fit. They pitch you as a speaker, negotiate your fees, and handle the logistics. These events not only generate revenue but also reinforce your authority in your field and provide a direct way to sell books to an engaged audience. A successful event gets people talking, builds your reputation, and can often lead to even more media attention.
Manage Your Social Media Presence
While a PR firm isn’t typically a full-service social media agency, they understand the crucial role social channels play in a modern book campaign. They will often guide your social media strategy to align with your PR goals. This means helping you craft posts that announce media wins, share behind-the-scenes content from interviews, and engage with your growing community of readers. They use social media to amplify your message, connect with influencers, and drive traffic back to your website and book sales page. It’s all part of creating a unified brand presence that feels authentic and professional.
Gather Reviews and Endorsements
Positive reviews and glowing endorsements are pure gold for an author. They provide the social proof that convinces a potential reader to click “buy.” A PR firm handles the time-consuming work of getting your book into the hands of influential people who can provide these valuable testimonials. They tap into their network to send advance copies to industry leaders, fellow authors, and book reviewers. Securing a powerful endorsement from a well-known figure in your field can significantly impact your book’s credibility and visibility. The results of these efforts can be seen in the blurbs on your book cover and the reviews on your Amazon page.
A Breakdown of the Top Book PR Firms
Finding the right PR partner is a lot like dating—it’s all about finding the right fit. The best firm for one author might not be the best for you. It comes down to your specific goals, genre, and budget. To help you start your search, I’ve put together a list of some of the most respected book PR companies out there, each with its own unique strengths. Think about what you need most, whether it’s building your personal brand, securing major media hits, or creating a viral launch campaign, and see which of these firms aligns with your vision.
Leverage with Media PR
If you’re an established expert, CEO, or non-fiction author, your book is more than just a book—it’s a cornerstone of your brand. Leverage with Media PR specializes in working with high-profile individuals to secure media placements that build authority and credibility. Their approach is less about just promoting a book and more about promoting the person behind it. They focus on landing you in top-tier outlets that solidify your status as a thought leader in your field. This is the ideal choice for authors who want to use their book as a launchpad to grow their entire platform, from speaking engagements to new business opportunities.
Smith Publicity
With a history stretching back to 1997, Smith Publicity is one of the most established and respected names in the business. They are known for rejecting the “one-size-fits-all” model, instead creating completely customized campaigns for every author they work with. Their team takes the time to understand your book, your voice, and your target audience to craft a truly personalized strategy. If you’re looking for a seasoned partner with a long track record of success and a commitment to tailored service, Smith Publicity has the experience and depth to deliver a comprehensive and effective campaign for your non-fiction book.
BookSparks
For authors who want their book launch to feel like a major event, BookSparks is a fantastic choice. They excel at creating buzz and generating excitement through creative and innovative campaigns that capture attention. Their team is skilled at blending traditional media outreach with modern digital strategies, ensuring your book is talked about both online and off. They are particularly great for authors with books on timely, trend-worthy topics that can spark a larger conversation. If your goal is to make a splash and stand out in a crowded market, BookSparks has the creative energy and industry savvy to make it happen.
JKS Communications
At its core, good PR is about relationships, and that’s where JKS Communications truly shines. This firm is known for its personalized approach and its deep, long-standing connections with journalists, producers, and editors across the media landscape. They work closely with authors to develop pitches that resonate and connect your story with the right people. This focus on quality matchmaking often results in more meaningful, impactful media placements. For authors who value a hands-on, relationship-driven approach and want a team that is deeply invested in their success, JKS offers a dedicated and strategic partnership.
Maryglenn McCombs
Maryglenn McCombs is a highly respected publicist who brings a strategic and focused approach to every campaign. This firm is celebrated for its ability to foster strong media relationships and secure thoughtful placements that align perfectly with an author’s brand and message. Working with a firm like this often means you get dedicated, senior-level attention on your project. It’s an excellent option for authors who want a seasoned expert to personally guide their publicity efforts and connect their work with influential media contacts. Their strategic focus ensures that every piece of coverage serves a larger purpose in building your author platform.
What Does Book PR Cost?
Let’s talk about the elephant in the room: money. Investing in public relations for your book is a significant decision, and understanding the costs is the first step. The price of a book PR campaign isn’t one-size-fits-all; it varies widely based on the agency’s expertise, the length of the campaign, and the specific services you need. Think of it as an investment in your author brand, one that pays dividends long after your launch week. A strategic PR push can build the foundation for speaking engagements, future book deals, and new business opportunities, making it one of the most powerful tools in your arsenal.
How PR Firms Structure Their Packages
Most reputable PR firms work on a monthly retainer model. This means you pay a set fee each month for a predetermined period, typically three to six months, to cover your book launch and the crucial post-launch momentum. These retainers can range from a few thousand dollars to tens of thousands per month. So, what’s behind that price tag? You’re paying for the agency’s time, expertise, and, most importantly, their relationships. A great PR firm has a black book of media contacts they’ve spent years building. They know exactly who to pitch your book to and how to frame it for the best chance of coverage. These strong relationships with important media contacts are what separate a good agency from a great one and are often the biggest factor in the cost.
What’s Included (and What’s Not)
When you’re evaluating a proposal, you need to know exactly what you’re getting for your money. A comprehensive book publicity campaign often goes far beyond just sending out press releases. Many top-tier firms offer a suite of services designed to build your entire author platform. A typical 3-month book publicity campaign might include securing media placements, managing your social media, helping you get those crucial Amazon reviews, and arranging a virtual book tour with podcast interviews and online features. Some packages even include creating a professional author website or a 90-second book trailer. The key is to get a detailed list of deliverables so you can compare apples to apples and ensure the services align with your goals.
Look Out for Hidden Costs
A clear, upfront proposal is the sign of a trustworthy partner. However, it’s always smart to ask about potential extra costs. Are things like ad spend for a book trailer, travel expenses for in-person media appearances, or the cost of mailing physical copies of your book to journalists included in the retainer? Don’t be afraid to have a frank conversation about the budget. A good firm will be transparent about their pricing and what it covers. Ask for a detailed breakdown and clarify any line items you don’t understand. This isn’t about haggling; it’s about making sure you and your PR team are on the same page from day one, with no financial surprises down the road.
How to Plan Your PR Budget
Before you can set a budget, you need to define what success looks like for you. Do you want to land a feature in a major business publication? Become a go-to expert on national podcasts? Sell a certain number of copies in your first month? Your goals will determine the scope of the campaign you need. Once you have your objectives, you can work with an agency to create a strategy that fits your budget. If a full-scale, multi-month retainer feels out of reach, don’t get discouraged. Some authors find success by hiring a consultant for specific projects or even handling some of the initial outreach themselves. The most important thing is to be strategic and align your spending with clear, measurable goals.
How to Choose the Right PR Partner
Finding the right PR firm is a lot like dating. You’re looking for a partner who gets you, shares your vision, and is genuinely invested in your success. A flashy presentation or a big promise isn’t enough; you need a team that can deliver. Your book is more than just pages and ink—it’s your story, your expertise, and a cornerstone of your brand. The right PR partner will treat it with that same level of importance.
Choosing a firm is a major decision that will shape your book’s launch and your platform’s growth for years to come. It’s about finding a team that not only has the right skills but also fits your working style and understands the unique world of non-fiction authors. Before you sign any contracts, it’s essential to do your homework. Think of it as an interview process where you’re the one in the hiring seat. The following steps will help you vet potential agencies and find a true partner who can help you share your message with the world.
Review Their Track Record
A PR firm’s past performance is the best predictor of its future success. Don’t just take their word for it; ask to see the proof. Look for case studies and examples of past campaigns for authors similar to you. Did they secure meaningful media coverage that actually moved the needle? Ask for specifics. Instead of accepting vague statements like “we got great exposure,” ask them, “What key outlets featured your client, and what was the impact on their brand or sales?” A confident firm will be happy to show you their client results and walk you through their successes. This isn’t about grilling them; it’s about making sure their skills align with your goals.
Evaluate Their Media Relationships
At its core, public relations is about relationships. A great PR agency has a strong network of contacts—journalists, editors, producers, and podcasters—that they’ve built over years. These relationships are what turn a pitch into a placement. When you’re talking to a potential firm, ask about their connections in the specific media sectors that matter to you. Do they have experience pitching to business publications, wellness podcasts, or national news outlets? You can get a good sense of their network by looking at their recent press placements. A firm with deep, relevant media relationships is your ticket to getting your story in front of the right audience.
Ask for Client References
One of the best ways to understand what it’s like to work with a PR firm is to talk to people who have already done it. Ask for a list of past or current clients you can speak with. A reputable agency will have no problem connecting you with authors who can share their firsthand experiences. When you chat with them, go beyond the basic “were you happy with the results?” Ask about the team’s communication style, their strategic approach, and how they handled challenges. This inside perspective is invaluable for determining if the agency’s process and culture are a good fit for you.
Confirm Their Genre-Specific Experience
Promoting a non-fiction book by a CEO or entrepreneur is completely different from promoting a romance novel. You need a team that understands your world. Look for an agency that specializes in non-fiction and has a history of working with authors in your field, whether it’s business, self-help, or technology. They’ll know how to position you as an expert and translate the core ideas of your book into compelling stories for the media. An agency with genre-specific experience already knows the key players and the right angles, so they can hit the ground running and build a campaign that speaks directly to your target audience.
Ask How They Measure Success
How will you know if your PR investment is paying off? Before you begin, you and your PR firm need to agree on what success looks like. A great partner will work with you to set clear, measurable goals. Key performance indicators (KPIs) in PR aren’t just about the number of media mentions. They can also include tracking website traffic from press features, monitoring social media engagement, or measuring the “ad value equivalency” of your coverage. Ask potential firms how they track progress and how often they report on it. This transparency ensures everyone is aligned and holds the team accountable for delivering tangible results.
What to Expect During Your PR Campaign
Once you’ve signed on the dotted line, the real work begins. A public relations campaign is an exciting, dynamic process, but it’s also a marathon, not a sprint. Understanding the rhythm of a campaign—from the initial planning stages to seeing your name in headlines—will help you stay focused and make the most of your investment. It’s a partnership where your involvement is just as crucial as your PR team’s expertise. Here’s a look at what you can expect as your campaign gets underway.
Set a Realistic Timeline
Public relations is a long-term investment. It helps authors build their career and become recognized experts, not just sell one book. While you might see some early traction, a truly successful campaign builds momentum over several months. The first few weeks are typically dedicated to strategy, developing your key messages, and building tailored media lists. Your PR team is laying the groundwork for success. Remember that media outlets work on their own schedules; a magazine might be planning content three to six months out. Patience is key as your team pitches your story and follows up to secure those valuable placements.
Know Your Role in the Campaign
Your PR campaign is a collaboration, and your active participation is essential. Think of your PR firm as your strategic partner—the more you put in, the more you’ll get out. Good communication is absolutely critical. You should expect regular updates from your team, but they also need you to be responsive. Be prepared to make yourself available for interviews, sometimes on short notice. You’ll also need to provide timely feedback on press releases and other materials. The most successful author-publicist relationships are built on open, frequent communication and a shared commitment to the campaign’s goals. Your story is unique, and your insights will help your PR team shape the most compelling angles for the media.
How to Measure Your Campaign’s Success
Success in PR is more than just a spike in book sales. It’s about building your authority and creating a lasting brand. To get a full picture, you’ll want to track different things: look at how many times you’re mentioned in the media, if people are talking positively about you, and if your website or social media activity goes up after press mentions. Look at the quality of the placements, not just the quantity. A feature in a major industry publication can be more valuable than dozens of smaller mentions. Other key indicators include increased traffic to your website, growth in your social media following, and more inquiries for speaking engagements. These are all signs that your visibility and credibility are growing, which is the ultimate goal. You can see examples of these kinds of media placements to get an idea of what to look for.
What Results Can You Expect?
While PR is a long game, you won’t be waiting forever to see progress. You can usually start to see results from a PR campaign within a few weeks to a few months. The initial results are often smaller wins that build momentum. These might include being featured in industry newsletters, appearing as a guest on a niche podcast, or getting quoted in an online article. These early placements serve as valuable social proof, making it easier for your PR team to secure larger opportunities down the line. As the campaign progresses, these foundational pieces can lead to features in major outlets, television appearances, and other high-profile opportunities that significantly expand your reach.
What to Do Before You Sign a Contract
You’ve reviewed their case studies, spoken to their clients, and feel confident you’ve found the right PR partner. The final step before kicking things off is signing the contract. This document is more than just a formality; it’s the blueprint for your entire partnership. Taking the time to carefully review the terms and ask clarifying questions now will prevent misunderstandings later. Think of it as setting the foundation for a successful and collaborative relationship where everyone is aligned on the goals and expectations from day one.
Ask These Essential Questions
Before you even start your search for a PR firm, you need to get crystal clear on what you want to accomplish. Are you aiming for interviews on top-tier podcasts, placements in industry publications, or a more robust online presence? Knowing your specific goals helps you find a firm that specializes in exactly what you need. Once you’re in conversation with a potential partner, ask them about their process, how they measure success, and what their ideal client partnership looks like. This isn’t just about them vetting you; it’s about you ensuring they are the right fit for your brand and your book.
Watch For These Red Flags
A reputable PR firm will be confident in its abilities but cautious about making guarantees. Be wary of any agency that promises you a spot on a bestseller list or specific results that sound too good to be true. True PR professionals know that media placements are earned, not guaranteed. Instead of promises, look for a proven track record. Ask to see their past campaign results and request specific examples of how they’ve helped authors similar to you. A great partner will be transparent about their past work and eager to show you what’s possible through strategic, consistent effort.
Understand Your Contract Terms
Your contract should be a clear and detailed document that leaves no room for ambiguity. Before you sign, make sure the firm explicitly outlines what they will do, the timeline for those activities, and what you can expect in terms of communication and reporting. This is often called a “Scope of Work.” Review it carefully to ensure it aligns with your conversations and goals. The agreement should also clearly state the fees, payment schedule, and contract length. Having everything in writing protects both you and the agency, creating a clear path forward for your collaboration.
Get to Know Your PR Team
Public relations is a deeply personal and collaborative service. You’ll be working very closely with your PR team, so it’s essential that you feel a good connection with them. Ask who your day-to-day contact will be and if you’ll have access to senior strategists. A strong partnership relies on open and frequent communication. You want a team that is responsive, easy to reach, and genuinely invested in your success. When you find a group of people you trust and enjoy working with, you’re setting yourself up for a much more effective and enjoyable PR campaign.
How to Get the Most From Your PR Investment
Signing with a PR firm is the beginning of a partnership, not the end of your involvement. To truly make your investment count, you need to be an active participant in the process. Think of your PR team as an extension of your own brand—the more you give them, the more they can accomplish for you. It’s a collaborative effort that requires clear communication, shared goals, and a mutual commitment to building your platform. When you and your agency are perfectly in sync, you create a powerful force that can land major media features and solidify your reputation as an expert in your field. The most successful PR campaigns happen when the author is just as invested in the outcome as their publicist.
Create a Strong Foundation
Before you even start your search for a PR firm, take some time to get crystal clear on what you want to achieve. Are you hoping to secure interviews on top-tier podcasts? Do you want to see your name in national magazines? Is your main goal to build a powerful online presence that attracts speaking gigs? Knowing your objectives from the outset helps you find the right partner and gives your campaign a clear direction. A strong foundation means you can walk into your first meeting with a PR agency and articulate exactly what success looks like for you. This clarity allows your team to build a tailored PR strategy that is perfectly aligned with your vision.
Capitalize on Media Opportunities
A great PR agency opens doors for you by leveraging its network of media contacts. When they secure an opportunity—whether it’s a podcast interview, a guest article, or a TV segment—it’s your time to shine. Your job is to be prepared, responsive, and ready to deliver your message with confidence. The more you capitalize on these moments, the more momentum your campaign will build. Publicists work hard to get you in front of the right audiences, and your performance reflects on both you and the agency. By showing up as a professional and engaging expert, you not only make the most of each placement but also help your team secure future press for you.
Build Long-Term Value
While a book launch provides a great hook for media attention, the real goal of PR is to build your brand for the long haul. Think of it as a long-term investment in your career. Each media placement is a building block that enhances your credibility and establishes you as a go-to expert in your industry. This isn’t just about selling copies of one book; it’s about creating a platform that supports future books, speaking engagements, and other professional opportunities. A sustained PR effort ensures you remain relevant and visible long after your launch week is over. It’s this consistent presence that transforms you from an author into a recognized thought leader.
Set Realistic Goals
One of the most important steps you’ll take with your PR team is setting clear, achievable goals. This is a collaborative process. While you should come in with your own ideas, be open to what your publicist suggests. They have the industry experience to know what’s realistic. Work together to define specific targets, like getting featured in a particular magazine or appearing on a list of dream podcasts. Having these concrete benchmarks keeps everyone on the same page and provides a clear way to measure success. It also helps manage expectations, ensuring you understand what your PR investment can realistically deliver. You can always book a call to discuss what kind of goals are possible for your brand.
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Frequently Asked Questions
When is the best time to hire a book PR firm? Ideally, you should start the conversation with a PR firm about four to six months before your book’s publication date. This gives your team ample time to develop a solid strategy, refine your messaging, and begin outreach to media outlets that have long lead times, like monthly magazines. Starting early ensures that when your book launches, the foundation for its success has already been built.
What’s the real difference between book PR and book marketing? Think of it this way: marketing is what you pay for directly, like running social media ads or Amazon ads to drive sales. Public relations is about earning attention through credible, third-party sources. A PR firm secures interviews, articles, and features about you and your book. While marketing directly pushes for a sale, PR builds your authority and reputation, which creates long-term trust and interest that often leads to sales and other opportunities.
Can a PR firm guarantee I’ll get on a bestseller list? You should be cautious of any firm that makes this kind of promise. Hitting a bestseller list depends on many factors, including sales volume in a specific window, which PR can influence but not control. A reputable PR firm will focus on what they can deliver: securing high-quality media placements, building your credibility, and increasing your visibility. Their goal is to create the conditions that give your book the best possible chance of success.
How much of my own time will a PR campaign require? While your PR team handles the heavy lifting of strategy and outreach, your involvement is crucial. You should plan to be actively engaged, especially at the beginning for strategy sessions. Once the campaign is running, you’ll need to be available for media interviews, provide quick feedback on materials, and collaborate with your team. The most successful campaigns are true partnerships where the author is responsive and committed to the process.
Is PR only useful for the book launch, or are there long-term benefits? A book launch is a fantastic reason to start a PR campaign, but the benefits extend far beyond launch week. The media placements and press coverage you gain build your credibility as an expert in your field. This authority can lead to speaking engagements, new business clients, and a stronger personal brand that will support your career for years to come. It’s an investment in your entire platform, not just a single book.
