Publicist vs. publisher
Book publicist vs. your publisher’s publicity team
Hire an independent book publicist when you want a campaign built around you, because most publisher publicity departments cannot customize one for every author.
C.S. Lewis & Co. Publicists works alongside publishers rather than against them. But a publisher’s team serves a whole seasonal list, while an independent publicist works for one author at a time, with that author’s interests at heart. This page explains the difference so you can decide.
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Should I hire a book publicist if I already have a publisher?
Usually yes, unless your book is on the publisher’s top tier. Because publishers release dozens of new titles each season, they must spread limited publicity resources. Unless your book is on the short list, such as books by celebrities or bestselling authors, the most you can expect is a press release and your book mailed to a list of reviewers, with little or no follow-up. Publishers do their best; that is simply the reality of the business.
Side by side: who does what
| Dimension | C.S. Lewis & Co. Publicists | Large publisher publicity department | Small press publicity department | Doing it yourself |
|---|---|---|---|---|
| Who they work for | You, with your interests at heart | The publisher’s whole seasonal list | The press’s full list, with fewer titles | You, in the time you have left |
| Focus | Book publicity only, every working hour | Dozens of new titles each season | Fewer books, fewer resources | Split with writing, production and sales |
| Campaign tailoring | Customized to your expertise, goals, region and travel | Usually reserved for top-tier titles | Rarely the budget or staff for each author | Built from scratch |
| Breaking-news pitching | Daily contact, pitches often the same day | Not set up to talk with each author daily | Limited by staff time | Only if you are watching the news |
| Follow-up on review copies | Intensive follow-up by phone and email | Often a mailing with little or no follow-up | Varies with capacity | Your own outreach |
| Media relationships | First-name relationships with hundreds of editors, reporters, columnists and producers | Strong, but spread across the list | Less developed | Starting from zero |
What large publisher publicity departments cannot do
Publicity departments at large houses typically:
- Do not have the time, budget or staff to tailor a campaign to each author’s expertise, objectives, region and travel.
- Cannot talk with each author daily to develop pitches in real time, when being the first publicist to respond to a hot-button event is critical.
- Cannot customize a campaign to promote a specific area of your work that you want highlighted more or differently.
What about small and independent presses?
Small press publicity teams tend to work hard and have fewer books to focus on. They also have fewer resources than large publishers, rarely the budget or staff for a targeted strategic campaign per author, and less developed first-name relationships with hundreds of editors, reporters, columnists and producers.
How C.S. Lewis & Co. works with your publisher
The firm works closely with publishers’ and businesses’ publicity teams so its efforts complement theirs. The difference is focus: C.S. Lewis & Co. works for you. If you plan to visit family in another state, it can arrange a local television appearance or a book signing there. If a story breaks in your field, it can pitch you within the hour.
Indie author with no publisher at all? Read the guide for indie authors hiring a book publicist, or return to the book publicist overview.
“In a matter of a few short months, she delivered dozens of radio interviews, television in all the major markets, and print in every major newspaper and magazine in America and Canada. When Cathy tells you she has a Rolodex she can reach out to, you’d better believe her.”
Common questions
Why hire a book publicist instead of relying on my publisher?
Because a dedicated publicist does nothing but publicity for you. Large publishers release dozens of titles each season, so unless your book is on their top-tier list, you may get little more than a press release mailed to reviewers with little follow-up. C.S. Lewis & Co. works for you, with your interests at heart.
What can a publicist do that a publisher won’t?
Customize a campaign to your expertise, objectives, region and travel schedule; talk with you daily to pitch in real time as news breaks; and promote a specific area of your work you want highlighted. If you plan a trip, C.S. Lewis & Co. can arrange a local television appearance or a book signing in that area.
Is a small press publicity department enough?
Small press publicity teams often work hard and have fewer books to focus on, but they also have fewer resources than large publishers. They rarely have the budget or staff to design a targeted campaign for each author, or first-name relationships with hundreds of editors, reporters, columnists and producers, which C.S. Lewis & Co. has.
Should I hire a big PR agency or a small book PR agency?
A small book PR agency suits authors who want close attention. C.S. Lewis & Co. is a small book publicity firm that takes pride in personal, highly collaborative relationships, and clients describe Cathy Lewis taking time to know their book inside out. Book publicity is also its only focus, unlike general agencies that serve many industries.
How do I choose among book publicity companies?
Ask each firm for the specific outlets it has placed clients in during the last 12 months, and for dated milestones at 30, 60 and 90 days, as Bestseller Publishing recommends. C.S. Lewis & Co. links to real client media pages and offers downloadable press kits so you can review its work before reaching out.
Do you work with publishers as well as authors?
Yes. C.S. Lewis & Co. serves both authors and publishers, and works closely with publishers’ and businesses’ publicity teams so its efforts complement theirs. Past campaigns include titles from houses such as Harmony Books, Penguin Putnam, Viking Penguin, St. Martin’s Press, Owl Books and Hay House, as well as smaller presses.
Ready to put your book in the news?
Tell C.S. Lewis & Co. about your book, your expertise and your goals. The team will shape a campaign around them.