You might be saying to yourself, “I’m not a PR professional. Isn’t my publisher supposed to do this?” – Jeannine Hall Gailey, author of PR for Poets: A Guidebook to Publicity and Marketing*
Relying on a publisher to promote a book isn’t enough!
Several years ago, when I signed my contract for my first trade book Tarnished Trophies (Black Moss Press 2014), I knew marketing a poetry book would be a challenge. I was a PR professional, college-trained (back in the days when there were no public relations courses taught at the university level in Canada). I had mastered the basics and honed more advanced skills while handling marketing and communication assignments in the visual arts and university/college sectors. I worked with the media and knew how to pitch a news story, plan an advertising campaign, and prepare a marketing strategy.
I also knew that wasn’t enough. I needed more research, more inside information about the book industry especially how to attract a poetry-loving-buying audience. I had heard enough stories to know that small press publishers relied on their writers, especially first time authors to help promote their work. The truth was that most publishers wanted their authors to succeed but the reality was that publishers had limited staff and financial resources to help everyone.
As one experienced writer once warned me, “if you think it’s challenging to find a publisher for your first book, think about how difficult it would be to get another publisher when your first book flops.
Yikes! That would scare any new writer into action.