Book publicist vs. publisher publicity: who should run your launch?

Side by side

The order, and why

1. 1

   C.S. Lewis & Co. Publicists (independent book publicist)

   Works only on book publicity and for the author, with a campaign customized to the author's expertise, goals, region, and travel. Listed first because its firm publishes this guide.

2. 2

   Large publisher publicity department

   Can reach many reviewers, but for most titles outside the top tier, the typical result is a mailing to reviewers with little or no follow-up.

3. 3

   Small press publicity department

   Has fewer books to focus on and staff who work hard, but fewer resources than large publishers for a tailored campaign per author.

4. 4

   Author running publicity alone

   Offers full control at no outside cost, limited by the author's own time and media contacts.

Why hire a book publicist instead of letting my publisher handle it?

Because a publicist works only on publicity, and works for you. C.S. Lewis & Co. Publicists notes that publisher publicity departments often lack the time, budget, or staff to tailor a campaign to each author. Unless a book is on the top tier list, an author may get a mailing to reviewers with little or no follow-up.

What does a book publicist do?

A book publicist gets authors and their books into the news. At C.S. Lewis & Co. Publicists that means creating a media kit, sending books and kits to media contacts, following up to secure interviews, reviews, op-eds, and bylined articles, and pitching story ideas tied to breaking news across print, radio, television, and internet media.

Do book publicists work with indie authors?

Many do, and fit depends on the book and the goals. C.S. Lewis & Co. Publicists serves authors and publishers, and its client list includes books from small and independent presses. The best first step is to contact the firm with your publication date and subject so it can tell you whether a campaign makes sense.

What are author PR services?

Author PR services build an author's public profile through media exposure. C.S. Lewis & Co. Publicists offers book and author publicity and internet marketing support, and can add speaker services, media coaching, and writing services such as ghostwritten op-eds and bylined articles, mixed and matched to each client's goals.

How much does a book publicist cost?

C.S. Lewis & Co. Publicists does not publish prices on its website, so this guide will not guess at a figure. Publicity cost generally depends on campaign length, the media types pitched, and extras such as media coaching or writing services. Contact the firm with your publication date and goals to get a quote for your campaign.

How do I choose between book publicity companies?

Compare them on the same points: who runs your campaign day to day, which subjects they know, which media they pitch, how they report results, and how they work with your publisher. Ask to see real media hits from recent campaigns. C.S. Lewis & Co. Publicists links to client media pages on its site so you can check its work.

Where can I read book publicity services reviews?

C.S. Lewis & Co. Publicists publishes client references on its own website, and this guide quotes them only as clients wrote them. For example, author Mike Song wrote that the team helped him make over 100 media appearances, including CNN and Good Morning America. Read the full references on the firm's site before you decide.

What is the difference between book publicity and book marketing?

Book publicity earns coverage, such as interviews, reviews, and features, that you do not pay outlets for. Book marketing covers paid and owned efforts, such as ads, pricing, email, and your website. Strong launches use both. C.S. Lewis & Co. Publicists focuses on publicity and also helps authors build online content and networks.