Leveraging Your Reputation: A few tips for publicizing your book

Tom Ciesielka is President of TC Public Relations (www.tcpr.net). Tom has over 25 years of marketing and public relations experience, working with individual lawyers and midsize law firms. He is also a former board member of the Legal Marketing Association in Chicago and has spoken at Chicago Bar Association CLE programs. Reach him at tc@tcpr.net.

 If you’ve published a book, it’s important to think of ways to publicize it. Even if you’ve gotten a book published at a major company, it doesn’t guarantee that they will do much to promote it, so here are a few tips to help you get more exposure:

Target appropriate media. If you wrote a niche book, then you should be targeting niche media. Blanketing all kinds of media with press releases will lead to wasted effort and frustration, because the return will be slim. You should research what kinds of publications, shows, blogs and other outlets fit your content, then contact the specific people who would be interested. If it’s difficult to find out who has written or talked about your topic, then contact an editor or producer and explain why your book would be a good fit. Think about their audience: Would they be interested in what you have to say? If you definitely know that they would, then communicate that you could offer something that will help or inform them.

Speak. Find opportunities to speak at organizations, your alma mater, chambers of commerce, libraries, or wherever you think would be good places for people to find out about your book. If your topic is about legal matters, approach legal societies, law schools, and even non-legal areas that you think could benefit from your expertise. Depending on who your audience is, remember to adjust your message and emphasize different parts of your book so that they will see its value.

Join an organization that is your target audience. This is related to speaking, but it takes you beyond that because you should get involved more deeply, where you’ll make connections that can lead to other opportunities to meet like-minded potential readers. You can post excerpts of your book on their website, get interviewed for their newsletter, or just be a resource. Being part of an organization will give you a base from which to work and give you the confidence you need if you’re hesitant about branching out beyond your comfort zone in the pursuit of more readers.

I have more tips that I want to share, so stay tuned…there are many ways to promote your book!


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