Publicity can often be confused with marketing as they both deal with many similar issues: selling a book!
While considering what kind of jobs in publishing work best with your skill sets, it’s essential to understand the difference between marketing and publicity, as the two departments work on different tasks. While marketing and publicity can be two separate teams in a big publishing house, they typically work closely together, while many smaller presses may combine these two departments into one team.
In layman’s terms, marketing handles paid promotion, while publicity handles earned promotions and events.
Publicists…
Their goal is to generate buzz and credibility by getting others to talk about the book.
Develop publicity plans (outline of promotional strategies)
Create press releases
Conduct media outreach (pitching books to newspapers, blogs, magazines, podcasts etc.)
Secure interviews & build relationships with journalists, influencers and reviewers)
Social media calendar management
Coordinate book reviews
Collaborate with the publisher and author
Work with the author to develop their online presence
Track media coverage and reviews
Publicists often reach out to literary magazines such as The Paris Review, Tin House, and Granta for features/coverage of their authors.
Marketers…
Their goal is to increase book sales by creating awareness through paid and planned ad campaigns.
Conduct market research and analysis
Draft marketing plans
Establish and position a unique brand identity for the book and author
Monitor and analyze the effectiveness of marketing tactics
Create promotional materials
Send newsletters and manage email marketing lists
Budget and report ad campaigns and expenses
Identify the target market for the author and book
Collaborate with sales to determine the best distribution tactics to reach the audience
Manage digital advertising (like Google ads, Amazon Ads, Instagram Ads, etc.)
“I still don’t get it. Are they separate departments or the same thing?”
Here’s what publishing professionals have to say…
Carla Gray, Director of Marketing at Houghton Mifflin Harcourt
“Marketing is nothing without publicity. The two teams work closely from the launch of the book through its publication.”
Lydia Hirt, Marketing Director at Riverhead Books and Viking Books at Penguin Random House
“Marketing and publicity are two oars on the same book boat. We work incredibly closely together and collaborate along the way—ultimately toward the same goal of bringing books to readers.”
Summary
In large publishing houses, publicity and marketing may be separated into two departments that work closely together. In smaller presses, they’re often combined.
Publicists build the buzz by pitching to media, arranging events, writing press releases, and helping authors to grow their audience.
Marketers plan ad campaigns, analyze changing markets, build brand identity, and manage outreach through digital platforms and newsletters.
As publishing professionals put it:
Marketing and publicity are “two oars on the same boat” meaning each role is distinct, but they work together, rowing in the same direction.
Just like Editorial, Marketing has roles such as Marketing Assistants. They also have roles such as Junior and Senior Marketing directors, Marketing Executives, Junior and Senior Marketing Managers, etc. While there are more roles within Marketing, the entry-level job starts out with the position of the Marketing Assistant, which requires performing administrative duties within the marketing department.
Marketing is the middle ground between Editorial and Sales as it deals with marketing the books to consumers and different markets. This means deciding on which markets and platforms to promote the books on, which covers and jackets will be used for the books, which resellers and book distributors (such as Amazon, Target, Barnes and Noble) to market and sell to, promotion methods and which demographics to target, etc.
Marketing includes deciding on strategies for book displays (such as newsletters, and book giveaways), special materials for book promotions and other events, budgeting plans for the marketing strategies, advertisements for promotions, etc. Working within this department also means keeping up with past and present marketing trends.
Let’s talk about how bestselling authors like Colleen Hoover, Tomi Adeyemi, and Jenny Han rose to fame — not just through their stories, but through smart, targeted marketing. These examples show how marketing can shape an author’s reach, brand, and reader loyalty.
The success of Tomi Adeyemi’s debut novel COBAB
”By the time I was soliciting agents with CHILDREN OF BLOOD AND BONE, my blog had around 3,500 subscribers. Ultimately it was my book and not my platform/readership that got me to where I am, but it doesn’t help to already have 3,500 people who might want to buy your book since you’ve been helping them for free for so many years.” — Tomi Adeyemi, Author of Children of Blood and Bone.
Before Children of Blood and Bone launched, Tomi was already cultivating an audience through her blog, “Tomi Adeyemi: Writer. Blogger. Creative.” She offered free writing tips, shared insights into the publishing process, and was super transparent about her journey as an aspiring author. Here’s how that strategy worked in her favor. Her blog gave her a platform to build a loyal readership before she even got a book deal. By consistently posting writing advice and updates, she established trust and credibility in the writing community, which naturally translated into excitement and early support when her book was announced.
Tomi was real about her rejections, doubts, and breakthroughs. That kind of vulnerability made her relatable, which is a huge asset in today’s author branding. Readers felt like they knew her journey—and that emotional investment translated into book sales and online buzz.
The publication of Children of Virtue and Vengeance was postponed twice, moving from an initial March release to December. Adeyemi emphasized the importance of allowing sufficient time for the creative process, stating that rushing could compromise the quality of the work. This decision reflects a marketing strategy that prioritizes product excellence over strict adherence to schedules.
Colleen Hoover’s strategic book marketing
Colleen Hoover’s use of social media platforms has been instrumental in her marketing strategy. By actively engaging with her audience on platforms like Instagram and TikTok (BookTok), she fosters a sense of community and personal connection. This direct engagement not only humanizes her brand but also encourages word-of-mouth promotion, as readers feel personally connected to the author.
There was significant impact from the BookTok community on TikTok on Hoover’s book sales. User-generated content, such as reviews and emotional reactions, createed organic buzz around her books. This grassroots promotion often leads to viral trends, substantially boosting visibility and sales without traditional advertising.
Hoover also employed scarcity marketing by releasing limited edition books and exclusive merchandise. This strategy not only rewards loyal fans, but also creates a sense of urgency and exclusivity, prompting quicker purchases and increased engagement.
A recurring theme in Hoover’s marketing approach is authenticity. By sharing personal stories, writing processes, and candid moments, she builds trust and relatability. This transparency resonates with readers, fostering a loyal and engaged fan base.
Jenny Han’s comprehensive approach to the promotion of TSITP
”Last June, the first season of the show debuted at No. 1 on the streaming service; to date the hashtag #thesummeriturnedpretty has drawn 6.8 billion views on TikTok, according to Prime Video. Overnight, the cast became starsonsocial media and the success of the series sent Han’s novels back to the top of the New York Times bestseller list. “Summer” also marked a milestone for Han, who was already considered a rock star in the world of young adult literature — she made the transition from bestselling novelist to successful series creator.” — Los Angeles Times
The show’s promotional efforts were deeply integrated with social media platforms, particularly TikTok and Instagram. The hashtag #TheSummerITurnedPretty garnered over 13.8 billion views on TikTok, indicating massive fan engagement. The marketing team also created exclusive content for fans, such as adding them to a “Close Friends” group on Instagram to share sneak peeks and behind-the-scenes content.
Music played a pivotal role in the show’s appeal. Han personally wrote a heartfelt letter to Taylor Swift to secure the rights to “The Way I Loved You (Taylor’s Version)” for a key scene in the first season.
For the second season, Amazon shifted from a binge-release model to a weekly episode rollout. This strategy aimed to build sustained engagement and anticipation, turning the show into appointment viewing.
The marketing campaign also included immersive experiences, such as secret screenings of the first episode in partnership with Refinery29, and interactive elements like a Snapchat lens that allowed fans to preview the first few minutes of episode one directly from the book cover. These initiatives created a sense of exclusivity and deeper connection with the audience.
Here is a timeline of tasks that a marketing team focuses on in order to maximize the sales and outreach of a book, before, during, and after the book is released. Researching and planning for months in advance, running ad campaigns, and raising attention to an upcoming release can use up a vast amount of resources and money quickly. In many cases, despite all of these efforts, a publishing house may undergo to maximize sales, sometimes a book fails to meet its projected profit margin.
So how does a book become a best-seller?
Can self-published books or indie publishers produce best-sellers or is it only possible for big publishers?
Think of the books you see at the airport or at the very front of your local bookstore. Has a friend already recommended any of the titles? Have you seen an ad for the book before? What makes you want to buy it?
Best-selling books: Coincidence or Genius?
It can be difficult to pinpoint what exactly makes the sales of a certain book skyrocket, though there are certain factors that publishers can control. Advertising a book and raising awareness definitely boosts sales and brings a target market’s attention toward the product. However, certain books are able to make it onto the best-seller list unexpectedly, as seen through the rise of BookTok.
“Now one of the commanding forces in adult fiction, BookTok has helped authors sell 20 million printed books in 2021, according to BookScan. So far this year, those sales are up another 50 percent. NPD Books said that no other form of social media has ever had this kind of impact on sales.”
The New York Times, “How TikTok Became a Best-Seller Machine”
So what are the factors that contribute to a book becoming a best-seller?
Engaging and Compelling Writing: A best-selling book typically offers a compelling story, valuable information, or a unique perspective that captivates readers. It resonates with their emotions, intellect, or interests, keeping them engaged from beginning to end.
The writing needs to be accessible. There is a time and place for experimental writing, like recent release Ducks, Newburyport, and for meandering prose like that of Ali Smith. But for a book to be a bestseller, I believe the average reader should be able to pick it up and figure out what’s happening without flipping back and forth between reading the back cover and rereading sentences five times over.
—Sophia LeFevre, BookRiot, “What are the Elements that Make a Bestseller?”
Strong Marketing and Promotion: Effective marketing and promotion play a crucial role in making a book a best-seller. Publishers invest in strategic marketing campaigns, including advertising, social media promotion, author events, book reviews, and media coverage, to create awareness and generate buzz around the book.
Positive Reviews and Word-of-Mouth: Positive reviews and recommendations from readers, influential book bloggers, literary critics, and celebrities can significantly impact a book’s success. Word-of-mouth recommendations and endorsements can lead to increased visibility and attract more readers.
Author Platform and Brand: Established authors with a loyal following and strong author platform have an advantage in promoting their books. An author’s reputation, previous best-selling books, public persona, and online presence can contribute to the success of their new releases.
Timeliness and Relevance: Books that tap into current trends, social issues, or cultural moments often have a better chance of becoming best-sellers. They address topics that resonate with readers and reflect the zeitgeist of the time, generating interest and relevance.
Effective Distribution and Availability: Wide distribution and accessibility of the book across various platforms, formats (print, e-book, audiobook), and retailers increase its chances of reaching a larger audience. Availability in physical bookstores, online marketplaces, and libraries is crucial for maximizing exposure and sales potential.
Awards and Recognitions: Literary awards, such as the Pulitzer Prize or the Man Booker Prize, can bring significant attention and credibility to a book, potentially boosting its sales and best-seller status.
Book Club Selections and Influencer Endorsements: Selections by book clubs, influential readers, or celebrity endorsements can introduce a book to a wide audience and generate interest. Their recommendations carry weight and influence readers’ purchasing decisions.
Books by celebrities (like Michelle Obama’s Becoming) or promoted by celebrities (like Oprah’s Book Club) often hit it big.
—Susie Dumond, BookRiot, “What are the Elements that Make a Bestseller?”
Media Exposure and Publicity: Media coverage, interviews, features, and appearances on TV shows, radio programs, podcasts, and online platforms contribute to a book’s visibility and credibility, reaching a broader audience.
Reader Demand and Consumer Behavior: A book becomes a best-seller when readers are genuinely interested in and excited about it. Strong consumer demand, reflected in pre-orders, high sales numbers, and enthusiastic reader reviews, is a significant factor in determining best-seller status.
A book may have captivating, relatable content but get lost in the shelves without a strong marketing team behind it. Vice versa, a book may fall short of readers’ expectations but sell millions of copies due to marketing tactics. All this is to say that marketing isn’t an exact science, but nonetheless is a crucial step throughout the publication of a book.
Print ads in your favorite magazines (you’re reading for the articles, not even glancing at the ads!)
Alexa Donne talks about Marketing in traditional publishing comapnies
Marketing has advanced past conventional advertising strategies like printed advertisements in newspapers or literary magazines like The New Yorker. The emergence of social media platforms and influencers has changed the game for non-traditional marketing in the publishing sector. BookTok is one such recent phenomenon that has swept the market.
Since non-traditional marketing reaches a larger audience, especially a younger demographic, it has been proven to be a successful method of promoting books. Publishers now depend heavily on social media sites like Instagram, Twitter, and TikTok to promote their books. Particularly, TikTok has emerged as the newest craze in book promotion. In the BookTok trend, users produce brief videos in which they recommend their favorite books to their followers. BookTok has become a powerful platform for publishers to reach a younger audience, as TikTok is primarily used by Gen Z and Millennial users. Book recommendations from BookTok influencers have become so influential that publishers have started to partner with these influencers for book promotion. The impact of BookTok on book sales has been incredible, with books such as “The Song of Achilles” by Madeline Miller and “The Seven Husbands of Evelyn Hugo” by Taylor Jenkins Reid becoming bestsellers after going viral on the platform.
Non-Traditional Marketing:
Engaging TikToks that feel like your best friend is personally recommending a book
You can easily save book recommendations. by sharing/resharing social media posts
Beyond the BookTok craze, other non-traditional marketing strategies such as literary podcasts and author interviews have also gained popularity in the publishing industry. Among readers, podcasts like “The New York Times Book Review” and “Book Riot” have grown in popularity where authors talk about their work and the writing process. Author interviews have also gained popularity on TV programs and online platforms. The promotion of books now includes a significant amount of social media activity. To generate interest in a book release or an author’s upcoming project, publishers design social media campaigns. For instance, Penguin Random House started the “Read to Sleep” social media campaign to encourage kids to read before bed. The “Read to Sleep” campaign was a success, where parents uploaded pictures of their children reading at bedtime to their personal social media accounts–promoting Penguin’s brand and the importance of children’s literature to family life.
Non-traditional marketing has become a crucial part of the publishing industry, where platforms like BookTok and social media campaigns becoming increasingly popular, adapting to an increasingly digital age. Though traditional marketing and ads still continue to run, non-traditional marketing will continue to shape the publishing industry for years to come.
Marketing is a huge department within publishing with multiple positions catering to pushing the sales of a book. Take a look at a few of the positions within marketing!
Marketing Manager: Interact with customers and clients and cultivate relationships with clients by maintaining constant communication, building marketing strategies, and managing campaigns.
Social Media Manager: Build and manage campaigns on social media outlets for their company’s brand. They create content for social media, manage and track paid social campaigns and stay current in social media trends.
Digital Marketing Specialist: Collaborate closely with many marketing roles to oversee proper implementation of marketing campaigns. They create and oversee campaign deadlines, manage the budget, and coordinate the campaign from start to finish.
Content Marketing Specialist: Create multiple forms of content including whitepapers, blogs, ebooks, video scripts, and website copy. Content marketers are often experts in the industry in which they work as well as knowledgeable of SEO best practices to get their content ranked well in the search engines.
Market Research Analyst: Research and execute campaigns by providing accurate analytics. They work to build awareness of a company’s brand.
Book Event Coordinator: Plan and execute author events, book signings, readings, and other promotional events. They liaise with venues, manage logistics, promote events, and ensure a successful and engaging experience for authors and attendees.
Email Marketing Specialist: Leverage email campaigns to engage readers and drive book sales. They develop targeted email strategies, manage subscriber lists, create compelling email content, and track email campaign performance.
SEO Specialist: Determine how to best drive traffic to the company’s website by constantly testing and analyzing data to determine trends. They also analyze data before and after implementing paid search campaigns.
Brand Strategist: Develop strategies to enhance a company’s brand and reputation. They work closely with various stakeholders, such as marketing teams, executives, and creative professionals.
There are various programs and tools that are essential in the daily lives of marketing professionals. To prepare for a job in the marketing department it is also important to keep up with industry trends, be well-read, and have strong critical thinking skills.
Technical skills to build/familiarize yourself with:
Excel
Google Sheets
Familiarization with social media
Search engine optimization (SEO) for books, pay-per-click (PPC) advertising
Content creation, technical writing
Event planning/coordination
Digital advertising platforms (Google Ads)
Email marketing (Mailchimp)
Copywriting
Content Management Systems (CMS) for websites (WordPress)
Don’t worry if you don’t know all of these skills! Most jobs expect that you don’t know everything and are happy to teach you, though having any basic proficiency or experience with any of these skills will be an added bonus!
