The most successful book publicity programs make it easy for the media to cover a book, whether mentioning it in articles or interviewing you as its author. Publicists have long understood that creative pitches about popular topics are more likely to succeed. They have a variety of methods at their disposal, and finding the right ones for your book will help it succeed. Timing also matters, and sometimes it means going against the conventional wisdom and promoting a book during the holiday season or late summer. News outlets are year-round operations, and they need content 365 days of the year.

Breaking through the clutter and getting noticed is the first step toward book publicity success. Sometimes existing relationships with editors and producers can help. In other cases, creativity and a novel approach when contacting them win the day. Either way, it also takes a relevant and newsworthy book, which is why excellent content is king. Wise authors consider marketability as they are writing and planning their book. In other words, you are making it more valuable to target readers (and the media) than work from competing authors. Always have a plan in mind when you write a book.

There's no doubt online exposure is crucial to a book's success. It pairs well with traditional media coverage, which always ends up online, even if it is broadcast or printed first. Since the coronavirus pandemic, there's an increased openness to virtual interviews, which means authors can appear in more places on more shows than previously possible. Book publicity tours have resumed, but on a more limited scale and to strategic locations. Many mid and smaller market interviews can be virtual, and it means the tour's reach is expanded without adding high cost – it's been a boon to book PR.

Book launches need to be supported by solid media materials, including press releases, author bios, pitch letters, fact sheets, etc. Effective book PR campaigns are planned well in advance of publication dates to allow time for developing the needed PR items. The importance of author's websites cannot be overstated, and everyone who writes books needs to have one. Today, the absence of a website is an instant question and causes missed opportunities for those searching for information. Authors don't need overly elaborate sites, but they need to provide the standard information.