If you are promoting a book, adapt your promotion to whether it is published and how long it has been out or will be coming out in the next few months.

Your approach will also depend on the subject of your book and your background. Dr. Scott can help you decide on the best approach.


In general, take the following into consideration:complete guide to doing your own PR
  • Tie your book and yourself as an expert into something in the news; promote yourself as an expert who can comment on that topic — use your book as a credential, rather than promoting it directly.
  •  Send out a query letter or press release with information about your book and invite the editor or producer to request it if interested; this way you only send a copy of your book to those who seriously interested in doing a story or interview.
  • Start any PR for your book two to three months before it comes out and two months afterwards. Before or after that, promote yourself as an expert on the topic.
  • Send out a query letter or press release to thousands of contacts in the media or work with a publicist for a more personal targeted campaign to selected media.


Ideally, create a 1-3 minute video aboutUsing LinkedIn to promote your business or yourself your book which you can put on your website or YouTube and include a link to it in your query or press release.

For more details, see the books: The Complete Guide to Doing Your Own PR or  The Complete Guide to Using LinkedIn to Promote Your Business or Yourself or set up a consultation on creating a PR campaign.

To send your query letter to thousands of media contacts, use one of our affiliate companies, Publishers Agents and Films publishersagentsandfilms or PR and Networking Connection.

If you want a PR person to make the initial contact or handle follow-up for you, we work with a few PR pros in L.A. and can refer you.