When you plan a book publicity campaign, various factors must be considered. Success lies in a combination of tactics that reach prospective readers interested in your topic or story. Being clear in your goals from the start will help conserve resources and budget. Trying new ideas is fine, but sticking to things you know will work is less risky. Most authors and publishers try to strike a balance when publicizing a book. Having a well-rounded plan to follow keeps things better organized around the time of your book's launch – and you'll be more productive.

Defining your marketing goals is an excellent first step. Being clear about why you wrote your book and what you hope to accomplish with it is the best approach. The classic reason to become an author is to sell books and earn a living as a writer. But today, people have found many other reasons to write books. Often they are business promotion vehicles that establish expertise or thought leadership on a subject. When it connects to your business, there is instant promotional value. If you plan a PR campaign to promote a business, having a book as the centerpiece helps. With it, earning coverage can be easier.

You or your publicist approaching the correct media is crucial to book PR success—the right media matters for two reasons. The first is their own interest in you and your book, and the second is their audience. Coverage in media with the right target audience for your book means it will produce results. It's one of the factors that works in favor of niche outlets. Their readers and viewers are highly interested in narrow topics, and when your book lines up with them, they're interested. It's more efficient than mass media, where you reach a large audience but less interested people.

The effects of a successful media campaign can be long-lasting. Editors and producers you meet while promoting a book can become long-term contacts. When you establish a working relationship with them, you may be called on in the future. It leads to long-term visibility that can help you build an author brand. If you choose to write additional books, you'll have a head start and promote yourself and your business. Also, investigate the possibility of a virtual book tour. They've continued to be popular since the pandemic and are an easy and cost-effective way to promote – less complicated than traveling.