Why Indie Authors Struggle with PR (and How to Actually Get Booked & Build Visibility)
Most indie authors don’t struggle with PR and book marketing because they’re doing something wrong.
They struggle because no one teaches this.
No one taught me either so I get it. I'll never forget the first day on the job at a PR agency in NYC and I was tasked with writing a press release. Thank god for Google because you can get I googled "how to write a press release" and looked at various others just to understand the structure.
I had no clue, but I faked it, and I kept faking it until I got it. Until I finally understand what worked and what didn't.
Until I finally saw how media contacts responded to different types of follow-up.
I faked it until I was no longer faking it. I was leading accounts, running point on clients, and managing teams.
And now? I see indie authors in that exact same place - trying to figure it out with little to no guidance.
PR includes:
media outreach
event pitching
influencer connections
branding
So authors either:
👉 do nothing
👉 or try everything at once
If you’ve tried pitching and gotten nowhere, you’re not alone. That’s exactly what I see when helping authors get booked for interviews and events.
It's overwhelming. And on top of that, you’re also trying to write, edit, and publish a book at the same time.
Sending the same email to 50 outlets rarely works.
Each pitch should answer:
👉 why this book
👉 why this audience
👉 why now
This is why understanding what actually gets indie authors booked is so important.
And I’m not saying you can’t use the same foundation for multiple pitches, but each one needs to be tailored.
Why this outlet?
Why this writer/reporter or host?
That's what's going to get their attention.
PR doesn’t start on release day.
It starts months before so you can:
build buzz
secure features
line up events
Ideally, you need to start pitching 4-6 months ahead of a book's release day if you want meaningful coverage to hit around its publication.
Booking media and bookstore tours can actually be easier than people think - if you're prepared.
For example, when January kicked off the year, I already had my list ready to pitch for my current clients. When a new client signed in February, we were already pitching for August podcast features. By February, I had July bookstore signings scheduled.
Several outlets and stores book several months in advance and your PR strategy needs to reflect that.
If this already feels overwhelming, this is exactly why I created my free PR starter kit for indie authors.
📥 Download my free PR starter kit for indie authors and learn how to promote your book with confidence!
PR is a long game.
I work with a lot of romance authors so I like to equate it to a slow-burn romance. Visibility builds over time, creating trust, recognition, and word-of-mouth buzz.
It’s about:
visibility
credibility
consistency
Not overnight success.
starting too late
pitching without research
not following up
unclear positioning
If you're feeling stuck, focus on:
building relationships
starting earlier
being intentional
Do indie authors need PR?
100% Without the backing of a traditional publisher, all marketing efforts, especially visibility, falls on the author. PR helps get your book in front of the right readers through media, events, and partnerships.
When should authors start PR?
Ideally, 4-6 months before launch.
Can indie authors do PR themselves?
Absolutely. With the right strategy and tools, it’s completely doable. It just takes time, consistency, and patience.
If you’re ready to stop guessing and start pitching with intention:
📥 Download my free PR starter kit for indie authors and learn how to promote your book with confidence!
And if you want to find out more about working with me, fill out my interest form.
HEY, I’M CYNTHIA…
Welcome to my personal book haven! I’m all about diving into stories and chatting with fellow bookworms.
I read pretty much anything and everything in the fiction world, except for horror (it’s just a little too spooky for me!). But give me a twisted psychological thriller, and I’m in.
I also love reading ARCs (advance reader copies), so you’ll often find my reviews up before or right on the book's publication day.
Happy reading, and let’s get lost in stories together!
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