Hey, Author Nation! I’ve been in the publishing world for quite a while now, and let me tell you, things have changed drastically over the years. Today, authors have a lot more agency in the world of publishing, but it’s also like navigating a wild ocean with its fair share of storms and pirates. Authors often spend money without getting results, fall prey to misinformation, among other challenges.
Introduction to Publishing Uncovered
That’s why I’ve started a series where I’ll either share my insights or bring on an expert to discuss various aspects of publishing. These will be real, unedited conversations. Today, I’m excited to have Lillian Sue with us to talk about public relations (PR). I’ve seen authors spend a lot on PR and get nothing, while others spend little to no money and achieve significant results.
Let’s uncover why some authors are successful with PR and some authors are not.
NOTE: These blog posts are from an interview I did with Lilian Sue from In Retrospect Writing Services. Although we did one interview, it was an hour long, so I have divided it into five blog posts to organize it and make it easier to read.
- Part One: Unlocking Author PR | Building Strong Author Mindsets – You are here!
- Part Two: Unlocking Author PR | PR strategy vs. Placement for Authors
- Part Three: Unlocking Author PR | Common PR misconceptions for authors
- Part Four: Unlocking Author PR | Managing Your Author Reputation Online
- Part Five: Unlocking Author PR | Bridging the PR Tools Gap
You can find the video of the entire interview at the end of the blog post.
The Importance of Mindset in Public Relations
AN: Lillian, can you tell us how you support authors with PR?
LS: Sure, Melody. Thanks for having me. As a PR coach, I work one-on-one with authors, either through individual sessions or as part of a program. I start by understanding where they’re struggling, what goals they want to achieve, and what they’ve done so far to reach those goals. Then, we identify the gaps. Are they getting where they want to go? If not, we explore what might hold them back, whether it’s fear, anxiety, or a lack of confidence in sharing their story.
A lot of my work involves changing perspectives, building strong mindsets, and recognizing what triggers their fear and anxiety. We dig deep into the root causes of these feelings and develop healthy coping mechanisms to push past them. You can’t move forward with a PR strategy or campaign unless you have a strong mindset. Mindset influences your actions and whether you even choose to engage in marketing efforts, whether it’s PR, email, social media, or advertising.
Unfortunately, the industry doesn’t focus enough on mindset. Authors are often told they should do X, Y, Z to get results, but not why or how to tailor it to their own goals. That’s where I come in, helping authors understand how to make PR work for them.
PR 101 for Authors: Understanding Public Relations
Of course! PR is the strategic communications process that authors and brands use to build relationships with their audiences and the public, cultivating their reputations. The goal is to build relationships with the media, who have spent months or years building content that their audiences trust. This trust can then be transferred to you when you appear on their platforms, whether it’s a podcast, blog, or TV show.
There are a four major ways authors can use PR:
Earned Media: Building Credibility through Reviews and Interviews
This includes reviews, interviews, video features, lists, and articles. It’s about earning your way onto other people’s platforms.
Thought Leadership: Establishing Yourself as an Industry Expert
This involves writing blogs and articles for industry publications, doing keynote speeches, workshops, webinars, etc. It positions you as an expert in your field.
Community Relations: Engaging with Local Media and Partners
Building partnerships with local media, community partners, businesses, and nonprofits. For example, if your book is about pet adoption, you could do book signings at animal shelters, raising awareness for a cause and involving local media.
Paid Media: Investing in Your PR Strategy
This is where you pay for exposure, like buying airtime for an ad, paying for an interview on a podcast, or placing an article in a major publication.
AN: Thanks for sharing your insights, Lillian. This has been incredibly helpful for authors who are navigating the complex world of PR. Remember, PR is not just about spending money; it’s about building relationships and strategically communicating your story to the right audiences.
More resources for your author journey:
- Learn more about Lilian and her work.
- Get your Copy of the “The Powerful Publicity Prescription”
- Get your Promotion Checklist for Nonfiction Authors
If you have questions, reach out.
About Melody Ann
Melody Ann is the founder of Author Nation. She understands that writing a book starts with a long to-do list, most of the items a mystery. That’s why she developed the Book Success Blueprint and wrapped it in writing session, office hours, and more to provide accountability, support, and motivation when needed.
She has worked with both traditionally published and self-published authors and understands the pros and cons of each publishing path. Melody Ann has worked in almost every aspect of the publishing world
About Lilian
Storytelling and building relationships are the cornerstones of Lilian’s business as a PR coach and publicist. She empowers authors to gain the confidence to push past their limiting beliefs of fear, anxiety and imposter syndrome to harness the power of PR to achieve their goals of becoming global leading best-selling authors.
Through her coaching, webinars, workshops and campaigns, she de-mystifies the world of PR, giving her clients personalized support and clarity to develop strong PR mindsets, concrete goals and tailored strategies to help them get in front of the right audiences.
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