Author launch publicity
Author launch publicity: how to get the author into the news
Last updated . Published by C.S. Lewis & Co. Publicists.
Author launch publicity means pitching the author as an expert the media wants to hear from, so coverage reaches far beyond book reviews.
C.S. Lewis & Co. Publicists builds author launch publicity campaigns around each author's expertise, using print, radio, television, and internet media. The aim is to make the author a recognized, newsworthy voice in their field, which drives book sales and opens doors to speaking, new clients, and future books.
How do authors get publicity for a new book?
Authors get publicity by offering journalists and producers something their audience needs: a timely, expert angle. A book gives the author credibility, but the pitch is about the topic. A health author can comment on a new study; a business author can explain a market shift; a parenting author can respond to a school policy story.
C.S. Lewis & Co. Publicists develops a continual stream of original, timely pitches that position the author as a unique and newsworthy expert, and aligns them with breaking news as it happens, often the same day. Being the first publicist to respond to a hot-button event is how many on-the-spot interviews are booked.
Author publicity vs. book publicity
Book publicity promotes a title: review copies, review requests, and announcements. Author publicity promotes the person behind it: interviews, expert commentary, contributor columns, and appearances. C.S. Lewis & Co. Publicists does both, but it leans on author publicity because an author who becomes a trusted media source keeps getting coverage after the review window closes.
Contributor columns build a lasting platform
Cathy Lewis helps clients become regular bloggers at sites such as Huffington Post, Forbes.com, Inc.com, and PsychologyToday.com. David Lewis helps authors become contributors at Thrive Global, Forbes.com, Chief Executive, and PsychologyToday.com. A regular column keeps an author's name and expertise in front of readers long after launch week.
Which media fits which author?
| Criterion | Radio and podcasts | Television | Online | |
|---|---|---|---|---|
| Typical coverage | Reviews, features, op-eds, bylined articles | Interviews, regional and national shows | Regional and national appearances | Articles, blogs, contributor columns |
| Good fit when | Your ideas need depth | You talk well and want reach | You are comfortable on camera | You want ongoing visibility |
| Preparation | Strong article ideas | Key messages and stories | Media coaching helps | Content you can keep producing |
Local media around your travel
One of the most overlooked parts of author launch publicity is travel. C.S. Lewis & Co. Publicists coordinates media appearances with an author's personal travel schedule. As the firm puts it, if you planned to visit your Aunt Macy in Florida, it could arrange a local television appearance or coordinate a book signing in the area. The firm also evaluates opportunities to bring authors to major media markets.
Learning from storytellers
Cathy Lewis interviewed client Matthew Luhn, a storyteller whose credits include Toy Story, Monsters, Inc., Finding Nemo, and Up, about how to leverage Hollywood storytelling in book publicity. A clear personal story helps an author stand out in every interview.
For the full sequence, from media kit to post-launch speaking, use the book launch publicity checklist.
Back to the full book launch publicity checklistAuthors on their media campaigns
"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.
Common questions
- What does it mean to turn an author into news?
- It means pitching the author as an expert source for stories the media is already covering, not only asking for a book review. C.S. Lewis & Co. Publicists aligns pitches with breaking news stories as they happen, often the same day, so the author is first in line when a producer or reporter needs a knowledgeable voice.
- What kinds of media coverage can a book publicist get?
- A publicist pitches print newspapers and magazines, radio, television, podcasts, and online outlets. Authors working with C.S. Lewis & Co. Publicists have been featured in national newspapers, business publications, women's magazines, and on regional and national radio and television. Results depend on the book, the author, and the news cycle, so ask any publicist how they set expectations.
- What if radio and television make me nervous?
- The campaign can be shaped around your comfort level, for example by leaning on print and online coverage. The firm can also bring in media coaching from professionals it works with closely, giving authors training to look and feel professional and confident on television, on radio, and before live audiences.
- Can a publicist arrange media where I am traveling?
- Yes. C.S. Lewis & Co. Publicists coordinates media appearances and publicity opportunities with your personal travel schedule. If you plan a trip, the firm can work to arrange a local television appearance or a book signing in that area, and it evaluates opportunities to bring authors to major media markets.
- How do podcasts fit into a book launch?
- Podcast interviews let an author talk about the book with an engaged audience, and each appearance also introduces the author to the host, other guests, and listeners. David Lewis of C.S. Lewis & Co. Publicists helps authors land podcast, radio, and television interviews, and the firm has written about getting more value from every podcast appearance.
- Can book publicity lead to speaking engagements?
- It can. Speaker services help authors land paid or professionally valuable speaking opportunities that support book sales, reach demographically targeted audiences, and create new business. C.S. Lewis & Co. Publicists has also written about how CEO authors can turn a book into a speaking platform after launch.