Today's book industry is at an all-time peak as more authors than ever see their writing through to publication either in print or electronically. The opportunity and challenge (aka the competition) are present in equal parts and never overlook the value of a well-planned book marketing campaign to support your book's launch. Discoverability is a crucial concept, and it means getting the word of your book out to target readers. It's why all books need publicity campaigns as they are launched. You can promote online, which is essential, but traditional PR campaigns should rarely be overlooked.

The competition in today's bookselling marketplace is fierce and necessitates a marketing effort, even if your book topic is automatically newsworthy. Marketers also have ideas and promotions to help spark eBook and printed book sales. If you're a first-time author, keep in mind you should begin planning your book publicity campaign about six months before your publication date. Not every media opportunity occurs quickly, and you need to cultivate them over time. Make sure you find and work with a publicist if your budget allows. It might be possible to handle your PR DIY, but it's a full-time job requiring media contacts and much proactive outreach. Publicists are better equipped to handle it.

PR experts are strong advocates of planning. Once you launch a campaign, it's natural to make adjustments as you go along, but they are tweaks to a well-thought-out plan. The need to reach target media and readers makes planning so essential. You may get publicity when you make decisions on the fly or take unrelated opportunities, but it won't move the needle. Many business leaders and professionals write books for PR opportunities. They are excellent promotional vehicles when the book is high quality. Most businesses have target media, and you want to be sure to reach them.

Authors today must have websites. It's no longer a choice. Just as you'll plan your marketing campaign six months in advance of publication, you'll launch a website. Do benchmark against competing authors for ideas about content. Make sure you post a bio and information about your book. Most media and book buyers will refer to your website for information, and you need to make a good impression. Be active on social media far in advance, build a following, and be strategic about what you post. Unless your book is on a controversial topic, steer clear of posts that could alienate potential book buyers.