on Jane Friedman site:

“After this press event, I’m pretty much done.”

The words reverberated throughout my body, causing my eyes to bulge and my breath to slow. Why? Because the statement came from a debut author at their launch event, in response to me asking about her remaining plans and activities to promote her book.

I didn’t know the author well, but I knew enough to understand that her minimal publicity plans as a new author were a big mistake. But I don’t blame her. Publicity is a mystery to most people, but especially debut authors whose main job has been writing a 60,000+ word manuscript.

Publicity matters because it supports sales, builds credibility and creates visibility. While publicity is not sales, it does get your book visible where your ideal customer is reading, watching and listening.

As a publicist for more than 16 years, first for Fortune 500 companies and now for women, BIPOC and queer authors, I know that some authors totally get the value, some need guidance, and some misunderstand publicity entirely.

Most debut authors fall somewhere in the middle. They think they need it, but have no clue how it works.

It’s like the old saying, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” As an author, you can have the most beautifully crafted, strong story, but if no one knows your book exists, then how can your gifts be seen?

Both traditional media (magazines, blogs and podcasts) as well as non-traditional media (Booktok and Substack spaces) are incredibly useful avenues to plug your new book. And unfortunately, I see too many authors failing to tap into some key areas of publicity that they should be ramping up on.

Here are three mistakes I see debut authors making, and how you can avoid them.

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