Discussions

One of the most common questions authors ask is, "When should I hire a publicist?" The most common mistake? Waiting until the book is already published. To maximize the potential of a campaign, book publicists need time. The gears of the publishing industry move slowly, and a successful launch is built months in advance.

The 4-Month Rule

Ideally, you should engage a publicity team 4 to 6 months before your publication date. This period is critical for what is known as "long-lead" media. Glossy print magazines, major broadcast productions, and trade reviews (like Kirkus or Publishers Weekly) plan their content months ahead. If you want your book in a holiday gift guide or a summer reading list, the pitch needs to land on the editor's desk long before the season arrives. If you hire a publicist one week before your launch, you have already missed these major opportunities.

The Pre-Launch Phase: Laying the Foundation

During the months leading up to launch, book publicists are busy behind the scenes. This is the "quiet" phase that builds the noise later. Tasks include:

Targeting: Building a media list tailored to your specific genre and niche.
ARCs: Sending out Advanced Reader Copies (digital or print) to potential reviewers and influencers.
Media Kit: Drafting press materials, Q&A sheets, and author bios.
Endorsements: Securing "blurbs" from other authors to put on the book cover.

This preparation ensures that when your publication day arrives, there is already a wave of coverage ready to break.

Post-Launch Momentum: The "Sustain" Phase

The work doesn't stop on publication day. In fact, it intensifies. The 3 months after launch are about sustaining momentum. Publicists shift focus to "short-lead" media—digital outlets, radio, and podcasts that can react quickly. This sustained effort prevents the dreaded "post-launch slump" where sales drop off after the first week. A good publicist keeps the book in the conversation, leveraging early reviews to secure bigger and better placements as the campaign progresses.

Is It Ever Too Late?

What if your book is already out? Is it too late? Not necessarily. While you may have missed the "new release" window, skilled book publicists can still run a campaign based on the content of the book rather than its newness. Agencies like Smith Publicity frequently take on books that have been out for six months or even a year, using "newsjacking" and fresh angles to spark interest. (See Article #9 for more on this).

The Danger of "Rush" Jobs

Hiring a publicist at the last minute often leads to stress and suboptimal results. It forces the team to rush the strategy phase, potentially missing the most creative angles. It also limits the time available to build relationships with journalists. Media contacts don't like to be rushed; giving them time to read the book and consider the pitch almost always results in better coverage.

Don't wait until you are holding the finished book in your hands to think about marketing. In the world of publicity, the early bird truly gets the worm. Engaging book publicists early gives them the runway they need to help your book take flight, ensuring you don't look back with regret at missed opportunities.