The story of securing Aimee Liu's appearance on the Today Show—despite multiple bumps and cross-country flights—illustrates the determination required in book publicity.
Thank you
, , , , , and many others for tuning into my live video with ! And apologies for our technical difficulties. I have no idea what happened. None of my other Substack live events have ever faltered. But we did get back on air for Part 2, so I’m releasing both videos in tandem. Check out Part 2 here:
This conversation is part of MFA Lore’s Well Published! live series with hot new authors and industry professionals about the truths and tricks of getting… well published!
SAVE THESE DATES for our next Well Published! live conversations:
AGENTS TODAY- Live with veteran literary agent
, Thursday, Oct. 9, 11am PT.NARRATIVE NONFICTION- Live with Pulitzer Prize-winner
, Monday, Oct. 27, 12 noon PT.
Introducing Megan Beatie, Book Publicist Extraordinaire!
Megan is President and CEO of Megan Beatie Communications, a book publicity and marketing agency. She represents authors in nearly every conceivable genre including literary and commercial fiction, mysteries and thrillers, science fiction, fantasy, and nonfiction books. She’s forged publicity campaigns for bestselling authors like Linda Ronstadt, Robert Dugoni, Tess Gerritsen, Lee Goldberg, and Attica Locke, and she’s launched books by debut novelists such as Robinne Lee and Amber Smith.
Megan also is a marathon runner! She lives in Los Angeles, and she’s worked with me on the launches of two of my books, Gaining: The Truth About Life After Eating Disorders, published in 2007 by Hachette, and Glorious Boy, a novel published in 2020 by Red Hen Press.
Book publicity 101
Here are some key takeaways from Part 1 of our conversation [full disclosure: this synthesis of the transcript was executed by Claude!]. In this first half-hour
and talked about releasing books into “cancel culture 2025,” the basics of author platforms, and reasons for hiring an independent book publicist.Adapting to Disruptions: LEARN TO PIVOT!
The publishing landscape is unpredictable, with everything from pandemics to major news events capable of derailing carefully planned book tours. Authors and publicists must remain flexible and ready to pivot. The COVID-19 pandemic, for instance, forced the industry to rapidly embrace virtual events, which opened new opportunities for connecting with readers nationwide. While virtual events lack the immediate sales conversion of in-person gatherings, they've become valuable tools that continue to be used post-pandemic.
The Value of Independent Publicists: YOU CAN’T DO IT ALL YOURSELF
The role of independent book publicists has evolved significantly over thirty years. In the 1990s, they primarily handled complex, high-profile books for major publishers. Today, as publishers have grown leaner and publish more titles, independent publicists fill crucial gaps. They can provide the focused attention and specialized knowledge that in-house publicists, juggling multiple titles, often cannot match.
When working with major publishers, independent publicists function as collaborative team members rather than replacements, serving as advocates for authors while supporting the overall campaign. They often possess superior knowledge of regional opportunities, particularly author lunches and specialized events that can generate substantial book sales—sometimes accounting for half of an author's total sales.
Building Effective Author Platforms: BE FINDABLE ONLINE
An author platform doesn't require massive social media followings or elaborate websites. The essentials include a current, well-maintained website; updated profiles on key book sites like Amazon, Goodreads, and BookBub; and a mailing list of engaged subscribers who have opted in. Platforms like Substack and Medium have become increasingly valuable for building authentic connections with readers.
The key to platform success lies in providing genuine value to followers rather than constant self-promotion. Authors should offer useful content, information, or insights that benefit their audience. Whether authors should express political views remains debated, but many successful authors have built followings precisely because they're willing to take stands on important issues.
Genre-Specific Strategies: LEAN INTO NONFICTION ANGLES
Nonfiction generally offers clearer promotional pathways, as experts can tap into specialized media covering their subject areas and leverage timely news connections. Fiction promotion proves more challenging since most news media views novelists as simply wanting to promote their books rather than offering broader expertise. However, fiction authors can still find opportunities by connecting their work's themes to current events or social issues.
Persistence and Relationships: NEVER GIVE UP!
The story of securing Aimee Liu's appearance on the Today Show—despite multiple bumps and cross-country flights—illustrates the determination required in book publicity. Success often depends on building strong relationships with media contacts and refusing to give up when opportunities arise. Independent publicists' ability to focus intensively on individual titles can make the difference between a missed opportunity and a major breakthrough.
Effective book publicity combines strategic planning with adaptability, relationship building with authentic platform development, and persistence with flexibility in an increasingly complex media landscape.
LISTEN TO THE REST OF OUR CONVERSATION IN PART 2 HERE!
