Questions authors ask
Nonfiction book publicist FAQ
Last updated Published by C.S. Lewis & Co. Publicists
A nonfiction book publicist earns media coverage that positions you as an expert, and these 48 answers cover what that costs, how it works and when to start.
Answers are written by C.S. Lewis & Co. Publicists from its own service descriptions and experience. Where a question depends on your specific book, such as price, the answer says so and explains how to get a real figure. For the full guide, start at the nonfiction book publicist overview.
What a nonfiction book publicist does
What does a nonfiction book publicist do?
A nonfiction book publicist gets an author and their book into the news as an expert source. At C.S. Lewis & Co. Publicists that means building a media kit, pitching editors and producers, following up, and securing print, radio, television, podcast and online interviews, reviews, features and bylined articles that position the author as a newsworthy expert in their field.
What is the difference between book publicity and book marketing?
Book publicity earns media coverage, such as interviews, reviews and features, while book marketing usually covers paid or owned promotion such as ads, websites and newsletters. C.S. Lewis & Co. Publicists focuses on publicity and also offers internet marketing help: content for social and business networks, websites and blogs that keeps exposure going after a media campaign ends.
What are book publicity services?
Book publicity services are the tasks a publicist performs to win media attention for a book and its author. C.S. Lewis & Co. Publicists offers book and author publicity and internet marketing, and can add speaker services, media coaching and writing services, such as ghostwritten op-eds, bylined articles and newsletters, through professionals the firm works with frequently and closely.
What does a book PR agency actually pitch to the media?
A book PR agency pitches story ideas, not just the book. C.S. Lewis & Co. Publicists develops a continual stream of short, original and timely pitches that tie an author's expertise to what is in the news, often on the same day a story breaks, so journalists are offered the author as the expert who can explain it.
Is C.S. Lewis & Co. Publicists a big agency?
No. C.S. Lewis & Co. Publicists describes itself as a small book publicity firm that takes pride in personal, highly collaborative relationships with authors and publishers. Cathy Lewis launched the firm in 1994 after seven years as an in-house publicist at publishing houses. Vice president David C. Lewis focuses on podcast, radio, television and contributor placements.
Pricing and book publicist cost
How much does a book publicist cost?
Book publicist cost depends on campaign length, media mix and any add-on services, and C.S. Lewis & Co. Publicists does not publish set prices on its website. The reliable way to get a figure is to describe your book, launch date and goals through the firm's contact page and ask for a quote that prices each piece of the campaign.
Why don't book publicists list prices online?
Many publicists price each campaign to the book, because a regional radio push and a national print, broadcast and online campaign take very different amounts of work. C.S. Lewis & Co. Publicists customizes every campaign to the author's expertise, professional goals, region and travel schedule, which is why a conversation comes before a quote.
What makes a book publicity campaign cost more or less?
Scope and duration are the main drivers. A campaign generally costs more when it runs longer, targets national broadcast and print as well as regional outlets, or adds speaker services, media coaching or ghostwritten articles. It generally costs less when it is narrower, such as a focused radio and podcast push. Ask any publicist to price each piece separately.
Is hiring a book publicist worth the money?
It depends on what the book needs to do for you. For nonfiction authors who want speaking work, new clients or future book deals, media exposure builds the platform behind those goals. Client Mike Song said Cathy Lewis and her team helped him make over 100 media appearances and that his book sold over 125,000 copies in 11 languages. Results vary by book.
Do publicists guarantee media coverage?
Reputable publicists do not guarantee specific placements, because editors and producers decide what runs. A publicist controls the quality of the pitches, the media kit, the follow-up and the relationships. Client Mark Pastin wrote that Cathy Lewis "keeps you up to date as opportunities emerge and gives you a monthly summary of results."
Can I hire a publicist for only part of a campaign?
Often, yes. C.S. Lewis & Co. Publicists describes its services as ones it can mix and match to suit each author, and it works with publishers' and businesses' own publicity teams so its efforts complement theirs. Say which pieces you need, such as broadcast interviews or bylined articles, when you get in touch.
How a book publicity campaign works
How does a book publicity campaign start?
It starts with a conversation. C.S. Lewis & Co. Publicists asks about your expertise and strengths, your media experience, and above all your professional goals. From there the firm builds a customized, creative media kit and a strategic campaign designed to generate interest in you and your book among the editors, producers and hosts who matter to your audience.
What is in a book media kit?
A media kit is the background package journalists use when deciding whether to cover an author. The kit C.S. Lewis & Co. Publicists creates is built for television and radio producers, journalists, print and online editors and bloggers, and supplies background material, reviews, story ideas, interview topics and ideas for bylined articles.
How do publicists get authors on TV and radio?
Through targeted pitching and persistent follow-up. C.S. Lewis & Co. Publicists distributes books and media kits to relevant media contacts, manages an intensive follow-up process to secure interviews and features, and offers story ideas matched to each outlet's audience. It also ties pitches to breaking news so producers can book the author as an on-the-spot expert.
How do publicists tie authors to breaking news?
By pitching while the story is still unfolding. C.S. Lewis & Co. Publicists aligns pitches with breaking stories, often the same day, because being the first publicist to respond to a hot-button event is what lands the on-the-spot interview or appearance. That requires daily contact with the author, which the firm builds into each campaign.
Will I get updates during my campaign?
Yes. Clients describe being kept informed as opportunities appear. Author Mark Pastin wrote that Cathy Lewis "keeps you up to date as opportunities emerge and gives you a monthly summary of results." Ask about the reporting format and how often you will hear from the team when you first discuss your campaign.
Can a campaign work around my travel schedule?
Yes. C.S. Lewis & Co. Publicists evaluates and pursues opportunities in major media markets you plan to visit and coordinates appearances with your personal travel schedule. The firm gives a simple example: if you planned to visit a relative in Florida, it could arrange a local television appearance or coordinate a book signing in the area.
Who hires a nonfiction book publicist
Who should hire a nonfiction book publicist?
Authors and publishers with a book launching soon are the highest priority for C.S. Lewis & Co. Publicists. The firm has an established track record in business, careers, work/life, parenting, health, diet and nutrition, food and cookbooks, self-help, human potential, and new age and spirituality, so experts in those fields are the closest fit.
Do you promote health and medical books?
Yes. Health, medical and human potential books are a long-running focus. Sample titles include Change Your Brain Every Day by Daniel G. Amen MD, Dr. Susan Lark's Hormone Revolution by Susan Lark, MD, and Positive Energy by Judith Orloff, MD. Many of these clients are physicians building reputations as trusted expert sources for the media.
Do you work with self-help and parenting authors?
Yes. Self-help, human potential and parenting are among the subject areas the firm lists. Sample titles include Baby 411 by Ari Brown, MD, and Denise Fields, No Regrets by Hamilton Beazley, PhD, and Mindfulness and Mysticism by Ora Nadrich. These topics surface in the news constantly, which suits timely expert pitching.
Do you work with fiction authors?
The subject areas C.S. Lewis & Co. Publicists lists are nonfiction: business, careers, work/life, parenting, health, diet and nutrition, food and cookbooks, self-help, human potential, and new age and spirituality. Its client list also includes current events, economics and politics titles. If your book is fiction, ask the firm directly whether it is a fit.
Compared to the alternatives
Should I hire a publicist or let my publisher handle publicity?
If your book is not on your publisher's top-tier list, an independent publicist usually adds a great deal. According to C.S. Lewis & Co. Publicists, large publishers' publicity departments rarely have the time, budget or staff to tailor a campaign to each author, so many books receive a mailing to reviewers with little or no follow-up.
What can an independent publicist do that a publisher won't?
An independent publicist works for you and has your interests at heart. C.S. Lewis & Co. Publicists tailors campaigns to each author's expertise, goals, region and travel schedule, talks with authors often enough to pitch breaking news in real time, and can shift focus to an area of your work you want promoted more or differently.
Do small presses provide enough publicity?
Small presses often work hard for fewer titles but have fewer resources than large publishers. C.S. Lewis & Co. Publicists notes that small presses usually lack the budget or staff to design a targeted, strategic campaign for each author, and lack the first-name relationships with editors, reporters, columnists and producers that a dedicated publicity firm builds.
Can I do book publicity myself?
You can, and many authors handle some of it, such as pitching podcasts or local media. The trade-off is time and relationships: a dedicated publicist spends every working hour on publicity and already knows the editors and producers. A middle path is to hire help for the hardest pieces, such as national broadcast interviews or bylined article placements.
Will a publicist work with my publisher's publicity team?
A good one will. C.S. Lewis & Co. Publicists works closely with publishers' and businesses' publicity teams so its efforts complement theirs instead of duplicating them. Share what your publisher already plans, such as review mailings or launch events, so the independent campaign can concentrate on the gaps that matter most for you.
How do I compare book publicity companies?
Compare them on the same criteria: subject areas they have handled, sample client books you can verify, the media types they pitch, how they report results, whether they coordinate with your publisher, and who will actually work on your campaign. Look for client media pages you can check yourself, like the campaign links C.S. Lewis & Co. Publicists lists.
Media, press and speaking
What kinds of media does a book publicist book?
Print, radio, television and internet. C.S. Lewis & Co. Publicists campaigns aim for interviews, features, mentions, reviews, op-eds and bylined articles across newspapers, magazines, broadcast, podcasts and online outlets. The firm describes its campaigns as bridging classic and new media so authors reach the widest possible audience.
Can a publicist help me get speaking engagements?
Yes, as part of a broader team. C.S. Lewis & Co. Publicists can add speaker services from professionals it works with frequently, aimed at lucrative or professionally valuable speaking opportunities that support book sales, reach targeted audiences and create new business. Regular media exposure also builds the credibility that event organizers look for.
Do you offer media coaching for authors?
Yes, through specialists the firm works with closely. Media coaching gives authors insider tricks and training to look and feel professional and confident on television, on radio and before live audiences, so they deliver a message that is powerful, effective and memorable. It is especially useful before a first national broadcast interview.
Can a publicist help me write op-eds and bylined articles?
Yes. Writing services available through C.S. Lewis & Co. Publicists include ghostwritten op-ed pieces and bylined articles based on your book and expertise, for placement in major newspapers, magazines and key trade journals, plus newsletters and marketing material for your business or professional practice.
Can I become a regular contributor at outlets like Forbes or Psychology Today?
It is possible, and it is part of the firm's work. Cathy Lewis helps clients become regular bloggers at sites such as Huffington Post, Forbes.com, Inc.com and PsychologyToday.com, and David C. Lewis helps authors become contributors at Thrive Global, Forbes.com, Chief Executive and PsychologyToday.com. Acceptance is always the outlet's decision.
How do I get the most out of a podcast interview?
Treat every podcast as a relationship, not a single airing. The firm's own blog notes that podcast appearances introduce you to the host, other guests and listeners. Share the episode, stay in touch with the host, and point listeners to your website and book so each interview keeps working long after it airs.
Timing and getting started
When should I hire a book publicist?
Before your book launches. C.S. Lewis & Co. Publicists gives top priority to authors and publishers with a book launching soon, because a media kit, outreach list and pitch angles take time to build, and many outlets plan coverage well ahead. Get in touch as soon as you have a firm publication date.
My book comes out soon. Is it too late to hire a publicist?
Usually not. Authors with a book launching soon are the highest priority for C.S. Lewis & Co. Publicists. Breaking news pitching, radio, podcasts and online outlets can move quickly even when some long-lead print opportunities have passed. Share your exact publication date when you get in touch so the firm can tell you what is still realistic.
What should I prepare before contacting a publicist?
Have your publication date, publisher, a short description of the book, your credentials and area of expertise, any past media experience, and your professional goals, such as speaking, new clients or another book deal. Those are the same topics C.S. Lewis & Co. Publicists covers in its first conversation with an author.
How do I contact C.S. Lewis & Co. Publicists?
Use the contact page on the firm's main website at cslewispublicity.com/contact-us. The firm's listed contacts are Cathy Lewis and David Lewis, and its listed phone number is 845-679-2188. The contact page also lists current email addresses and both office locations, so it is the best place to start.
Can publicity continue after the launch?
Yes. The firm's internet marketing work aims to create a lasting online presence that generates new publicity and exposure long after a media campaign ends. Its blog also argues that, for executives and other expert authors, publication is the starting line of a speaking platform rather than the finish line.
Where is C.S. Lewis & Co. Publicists located?
The firm lists two offices: 2 Oriole Drive, Woodstock, New York 12498, and 31-F Stratford Lane West, Boynton Beach, Florida 33436. Its authors have been featured in business publications, national newspapers, women’s magazines and online venues across North America, plus regional and national radio and television.
Concerns and problems
I had a bad experience with a publicist before. How is this different?
Several clients say they came to Cathy Lewis after disappointing experiences elsewhere. Author Mark Pastin wrote, "I heard all the bad things about publicists, but I was completely satisfied." Whoever you consider, ask for verifiable media pages from recent campaigns; C.S. Lewis & Co. Publicists links to real client media pages from its site.
What if my book's topic is not in the news right now?
Finding the angle is the publicist’s job. Part of the work is developing original pitches that connect your expertise to trends and to stories as they unfold. Evergreen subjects such as health, parenting and careers surface in the news constantly, which is why C.S. Lewis & Co. Publicists pitches against breaking stories, often the same day.
What if I am nervous about being interviewed?
That is common and fixable. Media coaching, available through specialists C.S. Lewis & Co. Publicists works with, trains authors to look and feel confident on television, on radio and on stage. Campaigns are also built around each author's strengths, so tell the firm early which formats suit you best and which make you uneasy.
Will publicity guarantee book sales?
No one can honestly guarantee sales. Publicity raises visibility and credibility, which supports sales, speaking and new business. The stated aim of C.S. Lewis & Co. Publicists campaigns is to reach the widest possible audience, build a compelling brand and solid media platform, and open future opportunities in publishing, client acquisition and speaking.
My publisher already sent my book to reviewers. Is that enough?
For most expert authors, no. A review mailing with little follow-up is what C.S. Lewis & Co. Publicists says many publisher campaigns amount to for books outside the top tier. Nonfiction experts usually gain more from interviews, bylined articles and timely commentary on the news than from reviews alone.
How do I check a book publicist's reviews and results?
Read client comments, then check links you can verify yourself. C.S. Lewis & Co. Publicists publishes client comments on its references page and links to real client media pages, including those of Daniel Amen MD, Ora Nadrich, Carol Roth and Judith Orloff, so you can see actual coverage instead of a summary.