For authors and publishers with a book launching soon
The book launch publicity checklist for authors with a book coming out soon
Last updated . Published by C.S. Lewis & Co. Publicists.
A book launch publicity checklist is the ordered list of media steps that gets an author interviewed, reviewed, and quoted before, during, and after publication day.
This book launch publicity checklist comes from C.S. Lewis & Co. Publicists, a small book publicity firm founded in 1994. It covers 14 steps in three phases: building a media kit and media list, pitching and following up during the launch window, and turning coverage into lasting opportunities after launch.
What should be on a book launch publicity checklist?
Your checklist should cover goals, expertise angles, a media kit, a targeted media list, publisher coordination, travel planning, distribution, follow-up, news pitching, interview prep, and four post-launch steps. Most checklists online stop at publication day. This one keeps going, because publicity that only lasts one week rarely builds an author platform.
When should I start?
While the launch is still ahead of you. That leaves time to build a media kit and media list before publication day.
Do I need a publicist?
Not always. You can run this list yourself. A publicist adds daily focus and existing media relationships.
What do people skip?
Breaking news pitches, travel-based local media, and everything after launch day.
What is book launch publicity?
Book launch publicity is earned media coverage planned around a book's release: interviews, reviews, features, mentions, op-eds, and bylined articles. Nobody buys the coverage; it is won by pitching journalists and producers stories their audiences want.
C.S. Lewis & Co. Publicists describes its goal as turning authors into newsmakers. Its campaigns use print, radio, television, and internet exposure to position authors as newsworthy experts in their field, build a brand and media platform, and help generate book sales and future opportunities in publishing, new client acquisition, and speaking.
C.S. Lewis & Co. Publicists by the numbers
- 1994: the year Cathy Lewis founded the firm.
- 7 years Cathy spent as an in-house publicist at publishing houses before that.
- 10 subject areas with an established track record, from business to spirituality.
- 2 offices: Woodstock, New York, and Boynton Beach, Florida.
- Over 100 media appearances and over 125,000 copies in 11 languages, as reported by client Mike Song for The Hamster Revolution.
Figures as stated by the firm and its clients, as of November 2026.
The 14-step book launch publicity checklist
Work through these in order. Each step builds on the one before it. If you want help with any of them, the book launch PR services page explains what C.S. Lewis & Co. Publicists handles for its clients, and the media kit checklist expands step 3.
Before launch: build the foundation
Step 1: Set your launch goals
Write down what the launch is for: book sales, name recognition, speaking engagements, new clients, or future publishing deals. Every pitch should serve these goals.
Step 2: Name your expertise and story angles
List the topics you can speak on as an expert, beyond the book itself. Producers book experts who can comment on what is in the news.
Step 3: Prepare a media kit
Gather background material, story ideas, interview topics, and article ideas that producers, journalists, editors, and bloggers can use.
Step 4: Build a targeted media list
Choose the producers, editors, reporters, columnists, podcast hosts, and bloggers whose audiences match your book, and note what each one covers.
Step 5: Coordinate with your publisher
Ask the publisher's publicity team what they plan for your title so outside efforts complement theirs instead of repeating them.
Step 6: Map your travel calendar
Note every trip in the launch window. Travel opens the door to local television, radio, and book signings in each city you visit.
Launch window: get into the news
Step 7: Send books and media kits
Distribute review copies and kits to every contact on your list who matters for this book.
Step 8: Follow up, then follow up again
Interviews, features, reviews, op-eds, and bylined articles are usually secured in follow-up, not in the first email. Plan for an intensive follow-up process.
Step 9: Pitch into breaking news
Watch the news daily and pitch yourself as an expert source the same day a relevant story breaks. Being first matters.
Step 10: Prepare for interviews
Practice key messages for television, radio, podcasts, and live audiences. Media coaching helps if on-air appearances make you nervous.
After launch: keep the momentum
Step 11: Turn coverage into ongoing content
Share every interview and article on your website, blog, and social networks so exposure continues after the campaign ends.
Step 12: Write bylined articles and op-eds
Place articles based on your book and expertise in newspapers, magazines, trade journals, and contributor sites.
Step 13: Get more from every podcast
Each appearance introduces you to the host, other guests, and listeners. Follow up with all of them.
Step 14: Pursue speaking engagements
Treat publication as the starting line. Speaking builds book sales, reaches targeted audiences, and creates new business.
Steps 6, 9, and 11 through 14 are the ones many launch checklists skip: planning media around travel, pitching into breaking news, and building exposure after launch day.
Who should run your launch publicity?
Most authors choose between doing it themselves, relying on the publisher's team, or hiring a publicist. Here are all three judged on the same criteria. The publisher descriptions reflect the experience of C.S. Lewis & Co. Publicists, which publishes this page.
| Criterion | Author does it alone | Publisher's publicity team | Hired book publicist |
|---|---|---|---|
| Time spent on your book | Whatever time you can spare from writing and work | Shared across many titles each season | Daily focus on your campaign |
| Media relationships | You build them from scratch | Established, especially with book reviewers | Established with editors, reporters, columnists, and producers |
| Customization | Fully yours | Limited unless the book is a top-tier title | Tailored to your goals, region, and travel |
| Breaking news pitching | Possible if you watch the news daily | Rarely possible in real time | Core part of the work, often same day |
| Cost to the author | Your time | Included in the publishing deal | Quoted per campaign |
Many authors combine the last two. Read the full publisher vs. book publicist comparison for large houses and small presses.
Author launch publicity: put the author in the story, not just the book
Author launch publicity works best when the author, not only the book, is the news. Reviewers cover a limited number of new books, but producers and reporters need expert sources every day. C.S. Lewis & Co. Publicists builds pitches around each author's expertise and aligns them with breaking news, so an author can be quoted on a story the same day it breaks.
Read the author launch publicity guide for how expert positioning, travel-based media, and contributor columns fit together.
Book launch PR services: what you can hand off
Book launch PR services cover the steps above that take the most time and relationships: writing the media kit, distributing books and kits, follow-up, daily news pitching, and coordinating appearances. C.S. Lewis & Co. Publicists can also add internet marketing, media coaching, writing services, and speaker services through professionals it works with closely.
See the full list of book launch PR services, or check what affects book publicist cost.
The people behind this checklist
C.S. Lewis & Co. Publicists is deliberately small, so authors work directly with the people running their campaign.
Cathy Lewis, presidentCathy worked as an in-house publicist at publishing houses for seven years before founding the firm in 1994. Her campaigns have landed authors on the Wall Street Journal and New York Times bestseller lists. 
David C. Lewis, vice presidentDavid helps authors focus their messaging and build their brand through podcast, radio, and television interviews and contributor spots at sites such as Thrive Global, Forbes.com, Chief Executive, and PsychologyToday.com. 
Yetti, stress buster and security chiefThe firm's longest-serving staff member. According to her official bio, she does most of her best work lying down.
What authors say about their launches
"Cathy Lewis helped me launch my bestselling book, The Hamster Revolution: Manage Your Email Before It Manages You. Her team helped me make over 100 media appearances, including appearing on CNN and Good Morning America. We sold over 125,000 copies in 11 languages. Cathy and her team were a big part of that success."
Mike Songauthor of the bestseller The Hamster Revolution "I heard all the bad things about publicists, but I was completely satisfied and very enthusiastic about Cathy. She is a pro and takes the time to really know the book inside out. She has a team of people who work with her so she can cover everything. Cathy keeps you up to date as opportunities emerge and gives you a monthly summary of results. I think she must be the best in the business."
Mark Pastinauthor of Make an Ethical Difference: Tools for Better Action "Cathy worked diligently and brought great ideas to promote our book From Smart to Wise, and has been able to generate a good amount of buzz in both radio and online publishing media. She is hard working, connects well with people, and comes up with creative ideas to produce results. For thought leaders, Cathy is a great person to work with."
Prasad Kaipaauthor of From Smart to Wise: Acting and Leading with Wisdom
Quotes appear as published on the C.S. Lewis & Co. Publicists references page. Results described are those clients report; every book and campaign is different.
More launch guides
Book launch publicity questions
- What should be on a book launch publicity checklist?
- A solid checklist covers goals, a media kit, a targeted media list, book and kit distribution, intensive follow-up, timely news pitches, appearances planned around travel, coordination with your publisher, online content, podcasts, and post-launch opportunities such as speaking. The home page of this site walks through each step in order.
- When should I hire a publicist for my book launch?
- Contact a publicist while your launch is still ahead of you, so there is time to build a media kit, a contact list, and a pitch plan before publication day. C.S. Lewis & Co. Publicists gives priority to authors and publishers with a book launching soon. Reach out through the firm's contact page to discuss your dates.
- What do most book launch checklists leave out?
- Many checklists stop at publication day. Three steps often get missed: pitching the author into breaking news stories as they unfold, planning local media around the author's travel, and continuing exposure after launch through bylined articles, podcasts, and speaking engagements. C.S. Lewis & Co. Publicists builds each of these into its campaigns.
- Is publication day the end of book publicity?
- No. C.S. Lewis & Co. Publicists treats publication as the starting line, not the finish line. After launch, authors can keep building visibility through podcast interviews, contributor columns, op-eds, and speaking engagements, which can lead to subsequent printings, new publishing opportunities, new clients, and high-value speaking engagements.
- How much does a book publicist cost?
- C.S. Lewis & Co. Publicists does not publish set prices, because each campaign is customized. Cost generally depends on campaign length, the media you want to reach, and add-on services such as media coaching, writing, or speaker support. Contact the firm with your launch date and goals to get a quote for your specific campaign.
- Should I hire a publicist or let my publisher handle publicity?
- Many authors use both. In the experience of C.S. Lewis & Co. Publicists, large publishers focus limited publicity resources on top-tier titles, and small presses have fewer resources overall. A hired publicist works only for you, on a campaign tailored to your goals, and coordinates with the publisher's team.