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 bet 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.
Not Knowing Where to Start
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.
Pitching Too Broadly
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.
Waiting Too Long To Start
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!
Expecting Immediate Results
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.
Common Indie Author PR Mistakes
- starting too late
- pitching without research
- not following up
- unclear positioning
The Fix
If you’re feeling stuck, focus on:
- building relationships
- starting earlier
- being intentional
FAQ: Indie Author PR
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.
Ready to Fix Your PR Strategy?
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.
Drop a comment and tell me what’s the biggest struggle you face with PR?
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