Life has a funny way of testing your limits. Mine came with a one-two punch: Stage 4 metastatic prostate cancer and end-stage renal disease.
Three years. That’s how long I’ve been showing up to dialysis. Three times a week, four hours a session. It keeps me alive—but it’s not living. Not the kind of life where you can breathe deeply, plan freely, or dare to dream past the next appointment.
As many of you already know, I’ve dedicated over 40 years to the book publishing industry. I’ve helped authors find their voices, guided manuscripts into the world, and written passionately about this ever-evolving business on my blog The Book Kahuna Chronicles. But now, I’m stepping out from behind the curtain and asking for help in a way I never imagined.
I need a kidney transplant to survive. And I need help to afford the care that comes with it.
Why I Turned to Help Hope Live
When you’re up against not one, but two major illnesses, the costs are staggering—emotionally, physically, and financially. Medicare doesn’t cover everything. Not the anti-rejection meds I’ll need for life. Not the travel to and from the transplant center. Not the hotel stays. Not the living donor screening. And not the support I’ll need during post-op recovery, when I won’t be able to work.
So I’ve launched a Help Hope Live campaign to raise the funds I need just to stay in the game.
This isn’t easy to write. I was raised to stand on my own two feet. But when those feet are tethered to a dialysis machine and your future depends on a donor and a transplant team, pride has to step aside. Survival takes center stage.
What Your Support Will Do
Every donation goes directly toward:
Transplant-related medical expenses
Long-term prescription medications not fully covered by insurance
Travel and lodging costs for pre- and post-surgery evaluations
Donor testing, which is essential to even move forward with transplant planning
Basic living expenses while I’m recovering and unable to earn an income
Help Hope Live is a 501(c)(3) nonprofit, so every donation is tax-deductible, and funds are used solely for verified medical needs.
One Share Can Save a Life
If you can give, thank you from the bottom of my heart. If you can’t, please consider sharing the campaign with your network. You never know who might feel moved to step up—who might just be the difference between “holding on” and “moving forward.”
This campaign is more than a fundraiser. It’s a chance. A shot. A way back to a life where I’m not tethered to a machine but instead walking, writing, and living freely again.
I’ve still got stories to tell. I’ve still got more to give.
In the ever-expanding universe of book publishing, it is no longer enough to write a great manuscript, hire an editor, and toss your masterpiece into the marketplace like a message in a bottle. The odds of it washing ashore on the right beach—into the hands of a reader, agent, or publisher—are slim to none without a strategic approach.
After 40 years in the book publishing trenches and earning my Master’s in Publishing Science from Pace University, I can tell you one thing with certainty: Public Relations (PR) is no longer optional. It is the accelerant that can take a spark of interest and ignite it into a wildfire of attention. Whether you are publishing traditionally, going the indie route, or working with a hybrid publisher, leveraging PR effectively is one of the most powerful tools you have in your arsenal.
And if you are one of the aspiring first-time authors who responded to my recent survey (thank you!), this post is tailor-made for you. Let us demystify the world of book publicity and dig into practical strategies to generate real buzz.
PR vs. Marketing: What is the Difference?
Let us get this out of the way right off the bat: PR is not the same thing as marketing. They are siblings, sure—but they play very different roles.
Marketing is paid. You control the message. You buy ads, promote posts, build email funnels.
Public Relations is earned. Someone else is telling your story—journalists, podcasters, bloggers, influencers.
When a respected third party talks about your book, it builds credibility and trust. That is the magic of PR.
Why Should Authors Care About PR?
Because people believe what other people say about you more than what you say about yourself.
Public Relations:
Increases your visibility without buying ads
Gets your name in front of new audiences
Establishes you as an expert or thought leader
Builds trust with readers and booksellers
Drives long-term sales, not just launch week spikes
I have seen authors with modest followings get picked up by regional TV shows and national newspapers—just by crafting the right pitch. You do not have to be famous. You just have to be strategic.
The Author’s PR Mindset
Think of yourself not just as a writer—but as a brand. Every public-facing interaction you have is a chance to shape how the world sees you. Here’s the key: PR is not just about pushing your book. It’s about telling a compelling story around you and the value your book provides.
Ask yourself:
What problem does my book solve?
Who am I helping?
What unique perspective do I bring?
What’s my origin story?
Remember, journalists aren’t looking to give you a free commercial. They want a story their audience will care about. Be the expert. Be the angle.
1. Crafting Your PR Foundation
A. Build Your Author Media Kit
This is your PR résumé, and every author needs one—yes, even before the book hits shelves.
Your media kit should include:
Author bio (short and extended)
High-resolution headshot
Book summary and key selling points
Sample interview questions
Media appearances (if any)
Contact info and website/social links
Have this ready to send at a moment’s notice. It signals to media pros that you’re serious and press-ready.
B. Develop a Strong Author Website
If your PR outreach is successful, the first thing a journalist or podcaster will do is Google you. What will they find?
Your site should include:
A professional bio
Press mentions
Book info
Blog posts or articles showing thought leadership
Contact page (with a dedicated email for media inquiries)
If you’ve built this foundation, you’re already ahead of 90% of self-published authors.
2. Identifying Your Media Targets
Don’t just send pitches into the media void. Target the outlets that make sense for your book and audience.
Ask yourself:
Who is my ideal reader?
What do they read, watch, and listen to?
Where do they hang out online?
Let us say you authored a book on mindful parenting. Your PR targets might include:
Parenting magazines
Family-centered podcasts
Local parenting Facebook groups
Bloggers with kids in the same age range
Regional TV stations doing back-to-school stories
Use tools like:
Muck Rack to find journalists by beat
Podchaser to find relevant podcasts
Google News to identify recent stories in your genre
Start building a spreadsheet of media contacts. Personalize everything. No “Dear Sir/Madam” nonsense.
3. Writing the Perfect Pitch
This is the meat and potatoes. If you get this right, the rest follows naturally.
Keep it short. Make it personal. Highlight the value.
Here is a rough template you can adapt:
Subject Line: Book on [timely topic]—Interview idea for [outlet name]
Hi [First Name],
I am a publishing professional with 40 years in the book industry and a recent author of [Book Title], which addresses [problem or hot topic]. Given your recent coverage of [relevant article/podcast], I thought you might be interested in a fresh angle on [topic].
In my book, I explore [brief description], and I would be happy to offer your audience practical insights on [three quick bullet points].
If this is a fit, I would love to send a review copy or set up a quick chat.
Customizing your pitch is crucial. No one wants to feel like they are email #47 on a BCC list.
4. Timing Your PR Campaign
One of the biggest mistakes authors make is waiting until the book is out before promoting it.
PR should start months in advance.
6 months out – Start building relationships with media
3 months out – Send early pitches, galleys, ARCs
1 month out – Confirm coverage, follow up
Launch week – Hit the PR circuit hard
Post-launch – Share reviews, double-dip with new angles
News cycles are fast and brutal. If you miss your window, it is hard to claw your way back in.
5. Local Media Is Your Secret Weapon
Everyone wants a write-up in the New York Times. But guess what? Your local ABC affiliate or hometown paper might be more receptive—and just as valuable.
Start where your story has the most relevance:
“Local author publishes first book…”
“Denver resident tackles health crisis through memoir…”
“Pace University grad turns industry knowledge into publishing guide…”
These angles work. I have seen them work. Be proud of your roots—and use them.
6. The Podcast Goldmine
Podcasts are the new book tour. They are intimate, trusted, and long-form—perfect for authors.
Search for shows that:
Regularly interview authors
Focus on your genre or topic
Accept pitches via email or form
Be a good guest:
Listen to a few episodes before pitching
Suggest specific discussion points
Follow up after it airs—and promote it like crazy
Once you are on one show, it’s easier to book others. Build momentum.
7. Social Media = Modern PR
Journalists use Twitter/X and LinkedIn like search engines. Be active. Be authentic. Share your journey.
Follow reporters and interact with their content. If you are respectful and interesting, they will remember you when you send a pitch.
You do not need to go viral. You just need to be visible.
8. Leveraging Endorsements and Reviews
Here is a trick: If a well-known figure or industry leader says something great about your book, that’s PR gold.
Put those blurbs in your media kit. Feature them on your site. Mention them in pitches.
If “Jane Doe, NYT Bestseller” says your book changed her life, a producer or blogger is far more likely to take a second look.
Even Amazon reviews help. Keep asking your early readers for them. They are part of your buzz-building engine.
9. Track Your Wins and Share Them
When your book gets a feature, interview, or mention—shout it from the rooftops.
Create a “Press” page on your website
Post it on social media
Thank the host or writer
Use those links in future pitches
Momentum breeds momentum. A little PR snowball can turn into an avalanche with consistency and follow-through.
10. Hire Help (If You Need It)
If PR feels overwhelming—and it can—consider hiring a book publicist. But do your homework.
Ask:
What authors/books have you worked on?
What kind of media do you typically secure?
What will I be responsible for?
Can I speak with a previous client?
Just know: No one can guarantee coverage. Be wary of big promises and small deliverables.
Also, if you cannot afford a PR firm, there is nothing wrong with DIYing your early campaigns. Many authors bootstrap their own success.
Final Thoughts: PR Is a Long Game
Look, I know this might feel like another full-time job on top of writing, editing, and trying to get your book out into the world. But if you want readers to find it—if you want your story to matter—you need to get the word out.
Public Relations is not about being pushy. It is about being present, persistent, and personal. It is about letting people know that your book can help them, entertain them, or move them in some way.
Start small. Build slowly. Stay visible. And most importantly—stay authentic.
CALL TO ACTION
If you found this guide helpful and want more real-world insights from someone who’s lived and breathed book publishing for 40 years, follow my blog: The Book Kahuna Chronicles. I post regularly about industry trends, publishing strategies, and insider tips to help you succeed—whether you are a first-time author or a seasoned pro.
Let us face it—publishing a book is only half the battle. The real war? Getting that book into readers’ hands.
If you are an indie author or working with a small press, you already know the uphill climb. You do not have a Big Five sales rep pushing your title. You do not have the clout of a New York marketing machine behind you. What you do have is grit, determination, and a story worth sharing. And that’s where independent bookstores come into play.
With 40 years in the publishing industry and a master’s in Publishing Science from Pace University, I have walked the trade show floors, sat in on buying meetings, and spoken to hundreds of store owners. I have seen what works, what does not, and what makes booksellers sit up and take notice. So let me give you the inside scoop—the street-level tactics to pitch your book to independent bookstores and actually get results.
The Indie Bookstore Landscape: Why It Still Matters
Before we dive into the how-to, let us take a moment to acknowledge the role indie bookstores play. These stores are more than just retail outlets—they are community hubs, literary sanctuaries, and cultural lifelines.
When you pitch to an indie bookstore, you are not just asking someone to carry your book. You’re asking them to bet on you—your story, your brand, and your ability to connect with their readers. This is personal. And you have got to treat it that way.
Step 1: Know Thy Bookstore
This is the most overlooked step, and yet it is the most crucial.
You do not walk into a vegan café and try to sell them bacon. Likewise, you do not pitch a horror novel to a children’s book boutique. Take the time to research the bookstore. Check their website. Visit in person if you can. Study their social media. What genres do they highlight? Are they known for championing local authors? Do they host author events?
Once you understand their brand and clientele, tailor your pitch accordingly. A one-size-fits-all approach is the kiss of death in indie retail.
Pro Tip: Mention specific books or events they have promoted. Show that you have done your homework. Booksellers notice—and respect—that.
Step 2: Create a Killer One-Sheet
This is your calling card. Your one-sheet (also known as a sales sheet) should include:
Book title and subtitle
Cover image (high-quality, professional design is non-negotiable)
Author name and short bio
ISBN, format, page count, price
Publisher and distribution info (including if it is available through Ingram—this is HUGE)
A short, punchy book description
Blurbs or reviews (if you have got ‘em, flaunt ‘em)
Your contact info
Make it look clean, professional, and compelling. This is not the place for Comic Sans or clip art.
Remember: You are not just pitching a book. You are pitching a product with retail viability.
Step 3: Availability Through Ingram Is Key
If your book is not listed on Ingram (or at least a reputable distributor like Baker & Taylor), you are going to have a hard time. Most indie bookstores order through Ingram. It simplifies their accounting, tracks inventory, and saves time.
If your book is only available through Amazon? That is a red flag for most indies. Amazon is their biggest competitor. You are basically asking them to support a rival—and that is not going to happen.
If you’ve self-published through Amazon’s KDP, consider also uploading your title to IngramSpark for broader distribution. Yes, it is extra work. Yes, it is worth it.
Step 4: Prepare a Professional Pitch Email
Once you have identified a potential store and prepared your one-sheet, craft a short and respectful pitch email. Keep it concise—booksellers are busy people. Aim for 3–4 short paragraphs max.
Here is a sample structure:
Subject Line: Local Author Request: [Your Book Title] for [Store Name]
Paragraph 1: Who you are, where you are from, and why you are contacting them. Mention if you are local or have a connection to the store/community.
Paragraph 2: A quick elevator pitch of the book. Think back cover blurb, not War and Peace.
Paragraph 3: Distribution details, mention of Ingram, pricing, any notable accolades or reviews.
Paragraph 4: Offer to send a review copy and express interest in stocking or partnering for events.
Attach your one-sheet as a PDF.
Step 5: Visit in Person (If You Can)
Emails are great—but a face-to-face connection can tip the scales. If you are local, stop by during a quiet time (avoid weekends and lunch rushes). Bring a copy of your book, dress professionally but approachable, and introduce yourself politely.
Do not launch into a hard sell. Just say something like:
“Hi, I am a local author, and I wanted to drop off a copy of my book. I think it might be a good fit for your store. Would it be okay to leave this one-sheet and let you take a look?”
That is it. Keep it simple. No pressure. Let your materials and professionalism do the talking.
Step 6: Offer a Consignment Deal
Many indie stores operate on tight margins and cannot take a risk on unknown authors. Offering your book on consignment can lower the barrier to entry.
Typical consignment terms:
60/40 split (60% to the author, 40% to the store)
You provide the copies
Payment only happens when the book sells
You are responsible for checking in and restocking
Yes, it is more legwork—but if your book sells, the store may choose to stock it outright later.
Pro Tip: Get consignment terms in writing. Keep it professional. This is a business relationship, not a handshake in the parking lot.
Step 7: Be Event-Ready
Many indie bookstores love to host events, but they want to know you can draw a crowd. If you are pitching your book, be prepared to also pitch an event.
Types of events to offer:
Readings or signings
Author Q&A or panel with other writers
Themed workshops or talks based on your book’s topic
Let them know how you will help promote the event (email list, social media, posters, etc.). The more you can do to reduce their risk, the better your odds.
Step 8: Follow Up—Do not Stalk
If you have not heard back in two weeks, it is fine to send a polite follow-up email. Something like:
“Hi [Bookseller Name], just checking in to see if you had a chance to review my materials. I would be happy to answer any questions or drop off a review copy. Thanks again for your time!”
If you still do not hear back, move on. Do not burn bridges. The bookselling world is small, and reputation travels fast.
Step 9: Support the Store—Even If They Say No
Even if a store declines to carry your book, don’t walk away bitter. Keep supporting them. Attend their events. Buy books from them. Mention them on your blog or social media.
Why?
Because relationships matter. Maybe your first book was not the right fit—but your second might be. Or maybe your author event brings in new customers and makes them reconsider.
Play the long game.
Step 10: Use Rejection as Research
If a store says no, ask (politely) why. Was it pricing? Cover design? Lack of demand for your genre? Their current inventory focus?
You might get vague answers. But sometimes you will get pure gold—insights that help you improve your next pitch.
Every “no” is a data point. Collect them. Learn from them. Get better.
Bonus Tip: Create a Press Kit Page on Your Website
Make it easy for stores and media outlets to find out who you are and what your book is about. A dedicated page with downloadable PDFs of your one-sheet, author photo, bio, book cover, and sample chapters can go a long way.
Add a clear call-to-action: “Interested in stocking [Book Title]? Contact me here.”
You do not need bells and whistles—just clarity, accessibility, and professionalism.
Wrapping It Up: It is a Marathon, Not a Sprint
Look, I will not sugarcoat it. Getting your book into indie bookstores takes persistence, humility, and a willingness to be both the author and the salesperson. But when you walk into a store and see your title sitting on a shelf… it is magic. And it is worth every ounce of effort.
If you are a first-time author, do not be discouraged by the hurdles. Use your passion as fuel. Use your knowledge to guide your steps. And use your integrity to build lasting connections with the gatekeepers of the literary world.
You have written a book. That is already a remarkable achievement. Now go get it into the hands of readers—one bookstore at a time.
🧠 Got questions about pitching, self-publishing, or getting in through the indie door? Hit me up in the comments or reach out through BookKahunaChronicles.com. We are in this together.
