Monday, March 8, 2021

My Publicity Campaign is Done – Now What Do I Do?

To have successful book promotion you must have effective branding and communication with your target audience. Maintaining relevance after your book is published and the publicity campaign ends is a key aspect to continue building on your brand and take advantage of the investment you’ve made in your campaign. Therefore, if you’re wrapping up a publicity campaign with us, here’s a few tips to keep your book and expertise relevant and not let your (and our) efforts fade away.

1) Use Google Alerts or Talkwalker Alerts To Your Advantage

Set up Google Alerts with key words such as your name and book title to keep track of any media hits that may come up your promotion campaign ends. For instance, if your book is creating buzz in your field and media outlets are continuing to mention you/ your book in articles, you need to catch these as they run. Your ability to stay up to date to the conversation surrounding you or your book is key to maintaining your relevancy in the long-term. You want to be aware of these and use them on your social media and add to your website’s press page.

2) Respond to Social Media Chatter Surrounding Your Topic of Expertise
Use social media tools to keep the conversation going in your field of expertise. Browsing hashtags on Twitter and Instagram, replying to comments, and engaging with trending posts can help with keeping your audience engaged and aware of your online presence. Your social media is the perfect way to showcase expertise in your field and attract more potential followers that might be interested in your book well after its been published. Think of social media as a gateway for your audience to learn about your brand, let them into your ecosystem, build relationships with you and allow that to help sell your book once they’re hooked on your content.

3) Always Be Ready

It’s not unusual for media outlets to request interviews with authors that have expertise in trending, newsworthy topic. Keeping contact with key outlets gives opportunity to add to the conversation whenever your topic becomes relevant in the news space. It is important to stay current on events and chatter happening in the news and be ready to dive right in when the opportunity presents itself. There will always be a consistent way to grab media attention, and the skill to adapt to the changing tide of conversation will greatly impact the long-lasting effects of your book’s publicity campaign.

There will always be multiple opportunities for authors to continue their brand building and continue to sell copies of their book way past the publish date. Maintain relevance in the long-term. Remember that book promotion is a marathon, not a sprint.

PR by the Book
is available to assist you along the way in various ways. Here are just a few ways we help:
• Sign up for Author to Influencer Accelerator, learn from 60+ workshops and get built-in consulting with our Founder.
• Utilize one of our Social Media Offerings, having our digital strategist handle your socials or simply provide you with a Crash Course.
• Inquire about our full publicity campaigns:

Marika Flatt is a 23+ year veteran of the book publicity industry. She speaks (both virtually and in-person) to writers and authors on a regular basis, teaching tools of the trade. Over the years, she’s won multiple awards for her tenacious PR skills, considers “connecting others” to be one of her superpowers and is the Travel Editor of Texas Lifestyle Magazine. She can be heard on “Texas Standard,” the statewide NPR show and is regularly interviewed on TV outlets across Texas. You can find her on Twitter @marikaflatt.


Hilary Melton-Butcher said...

Hi Alex - it's always excellent to see 'how things are done' and IWSG is a great advocate for all practical and sensible ideas - authors, I'm sure are very grateful ...
That book 'PR by the Book', sounds an essential ... have a good week - Hilary

Natalie Aguirre said...

Thanks for the tips. It's hard to know how to keep up the publicity for a book once your plan for its release is over.

Alex J. Cavanaugh said...

Thanks for the tips, Marika!

L. Diane Wolfe said...

Every author is an expert in something and it's important to remember and use that.

Heather M. Gardner said...

Great info! Thanks for sharing!


Jemi Fraser said...

Great tips - getting/keeping a buzz going for your books is hard!

Marika Flatt, PR by the Book said...

Thanks for your comments, everyone! You can get in touch at or Let us know how we can help.

Mirka Breen said...

Alex, bravo as you clearly are good at this.

nashvillecats2 said...

Congrats Alex sure to be a success as always.


Jen said...

Thank you for this insight! Keeping the excitement up over a new book is very hard work. I really like that last sentence: Remember that book promotion is a marathon, not a sprint. Wise words!
~ Jen

Elizabeth Seckman said...

Excellent tips. Definitely things I'd never thought to do.

grams ramblings said...

Great tips.