Writing a book is only half the battle—getting it into the hands of readers is the real challenge. That’s where public relations comes in. Knowing how to use PR to sell more books can turn a quiet launch into a powerful platform for visibility, credibility, and ongoing sales.
Whether you’re a first-time author or an experienced writer with a new release, PR can position you as an authority, create media buzz, and open doors to speaking, interviews, and retail partnerships that drive long-term book sales.
1. Build Your Author Media Kit
Before reaching out to any media outlet, prepare a professional press kit that includes:
- A strong author bio and headshot
- A high-resolution book cover image
- A press release with your book’s key themes and newsworthy angle
- Sample interview questions
- Contact information and purchase links
Having these assets ready shows you’re media-savvy and makes it easier for journalists or podcasters to say yes.
2. Craft a Newsworthy PR Angle
Instead of saying, “I wrote a book,” answer: “Why should readers or media care right now?” PR hooks might include:
- Ties to current events or trending topics
- Personal stories of overcoming adversity
- A fresh take on a popular genre or theme
- Insights related to a hot-button issue or professional field
The stronger the hook, the more likely you’ll land coverage.
3. Pitch to Relevant Media Outlets
Don’t just aim for national outlets—target niche and local publications that align with your book’s topic or audience. Focus on:
- Podcasts for your genre or profession
- Local radio or TV shows featuring authors
- Industry blogs, magazines, or newsletters
- Book review websites and Bookstagrammers
Craft personalized pitches that show you’ve done your homework. Mention how your book fits their audience and why it’s relevant now.
4. Leverage Your Local and Professional Network
Start with what you already have. Reach out to:
- Local libraries and bookstores for launch events
- Alumni newsletters and associations
- Professional organizations or industry panels
- Former colleagues, mentors, or LinkedIn contacts
These networks can offer valuable visibility and word-of-mouth promotion.
5. Use Social Proof and Media Mentions
Every time you’re featured, amplify it. Share on:
- Social media with tags to the outlet or host
- Your author website’s “Press” page
- Email newsletters to your subscribers
- Amazon Author Central or Goodreads profile
Social proof helps build momentum and convinces new readers to give your book a chance.
6. Partner with Influencers and Book Bloggers
Influencer marketing isn’t just for brands. Reach out to:
- Bookstagrammers, BookTubers, and book bloggers
- Influencers in your nonfiction book’s industry
- Reviewers on platforms like Goodreads or NetGalley
Offer free copies in exchange for honest reviews or posts. These collaborations expand your reach authentically.
7. Plan a Virtual Book Tour
A modern PR strategy includes digital events such as:
- Instagram or Facebook Lives with hosts or fellow authors
- Podcast guest appearances leading up to your release
- Online panels, webinars, or launch parties
- Q&A sessions in Facebook groups or Reddit AMAs
These virtual events create buzz, generate sales, and allow you to engage directly with readers.
8. Track Results and Stay Consistent
Use tools like Google Alerts, social media insights, and media tracking software to monitor coverage and audience response. Measure:
- Increases in book sales after a media feature
- Growth in followers, email subscribers, or web traffic
- Repeat opportunities or speaking invites
PR is not a one-off event—it’s a long-term effort that builds brand equity and author visibility.
Conclusion
Knowing how to use PR to sell more books turns your release from a quiet launch into a media event. With a strong message, consistent visibility, and a proactive outreach plan, you can leverage interviews, media mentions, and influencer reviews to drive ongoing book sales and grow your author brand for years to come.