Trending Now in Book PR Best Practices
Several trends are reshaping the book PR landscape, one of which is the continued expansion of online book marketing. This shift is altering book publicity services and introducing new opportunities and challenges. Additionally, the fierce competition from the many weekly book releases remains a significant factor. Podcasts are increasingly popular and are gradually replacing traditional radio interviews in marketing efforts. Authors can now easily create their own podcasts or be guests on established ones, although growing an audience does require time and effort.
The restrictions from the coronavirus pandemic led to a substantial increase in virtual book tours. These online events enable authors to participate in TV shows and conferences without the expenses and time associated with travel. As a result, authors can accomplish more in a shorter timeframe while maintaining a more stable routine. While there is still a desire for in-person engagements whenever possible, the pandemic has greatly reduced any stigma associated with virtual appearances. The reality for independent bookstores is that many struggle to survive post-pandemic.
Some indie booksellers recovered, but others have closed or drastically altered their business models. Those that successfully pivoted to online sales for their loyal customer base have fared better, but some might opt to stay entirely virtual and forgo operating physical stores. Eventually, in-person events and book signings are expected to return, but this will likely be a gradual process. Author appearances have traditionally been among independent booksellers' most effective promotional tools. Most will happily promote your book if you can reward stores with a personal appearance.
Meanwhile, radio interviews are becoming less common, largely due to the rapid rise in podcasting. Long-form podcasts generally do not have commercial interruptions and tend to provide better platforms for author interviews. However, it is important to remember that not everything will remain online. The human need for connection will drive many traditional businesses and media outlets to revert to in-person formats. It's crucial to strike a balance and remain flexible with your marketing campaign to succeed. Starting with a solid program and then focusing on what proves effective is key.