Many authors confuse marketing with publicity or vice versa. While both components are important, they are very different. Knowing the difference can put you and your book on the path to success. While marketing and publicity complement each other, they are most effective when they're treated as distinct functions.
Phenix & Phenix Literary Publicists are publicity specialists and provide BookPros authors with the services listed in the right hand column. If you are interested in marketing opportunities for you book, we would be glad to refer you to several firms who have expertise in the book industry. Our design department can also be of service in developing marketing materials to enhance your efforts.
What is marketing?
Marketing campaigns often involve "paid media," better known as advertising. The public may view the message negatively, recognizing advertising as an attempt to persuade or manipulate them. Anyone can buy an ad in the local newspaper or mail a flyer to 10,000 homes. However, it's not that easy to convince a local reporter to write a story about your book
- Space or time in the mass media must be paid for.
- You determine the message.
- You control timing.
- Message sponsor is identified.
- The intention of most messages is to inform, persuade, or remind about a product - usually with the intention of making a sale.
- The public may view the message negatively.
- Very powerful at creating brand image.
- Writing style is usually persuasive, can be very creative, often taking a conversational tone.
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What is publicity?
Media relations activities focus on "earned media," that is the editorial content in the media. Earned media has more credibility with readers because it is not paid for, and is often written by independent, objective reporters. The key is being newsworthy. What is news? It's new and timely information that adds to the debate and impacts many people's daily lives
- Coverage in mass media, if any, is not paid for. Interpretation of the message is in the hands of the media.
- Timing is in the hands of the media.
- The intention of public relations efforts is often to create good will, to keep the author and/or book in front of the public.
- The public often sees public relations messages that have been covered by the media as more neutral or believable.
- Can also create image, but can sometimes stray from how it was originally intended.
- Writing style relies heavily on an objective viewpoint.
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What does marketing look like?
- Advertising in publications like Publishers Weekly, Kirkus Reviews, etc.
- Book signings
- Speaking engagements
- Attending conferences, trade shows
- Direct mail campaigns
- Collateral: bookmarks, postcards, in-store posters, flyers
- In-store floor displays
- Website/blog promotion
- Email newsletters and online e-marketing
- Contacting libraries, non-profits
- Search engine optimization
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What does publicity look like?
- Strategic planning
- Press conferences
- Press releases
- Author biographies
- Media relations/ Media tours
- Coordinating media photo shoots
- Acting as the client's spokesperson
- Providing media training to the client to be his/her own spokesperson
- Being interviewed on radio/TV
- Being interviewed by newspapers and magazines, resulting in coverage
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