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Media-Savvy Author: How to Hire Professionals for Your Book Launch

Writing a book is no small feat. Whether it’s taken you months, years, or decades, the time and effort invested is enormous. But once your book is complete, your work doesn’t end there.

In fact, it’s only just begun. There are people out there who want to read your words. It’s time to connect with them. But how?

The next big challenge is getting your book into the hands of your readers, which will involve more than just a great manuscript.

A dedicated team of professionals can help you spread the word and make sure your book reaches its audience.

1. Maximize your social media reach with an assistant.

Before your book is even finished, you can begin building the foundation for its success by creating content and establishing your online presence.

Content creation doesn’t mean giving away the entire plot or the core message of your book. It’s about laying the groundwork and continuing that momentum up to and after the launch.

Start by building an email list and sharing updates on your writing journey. These might be behind-the-scenes snippets, quotes from your book, and any interesting details about your process.

Even before the book is out, you can build anticipation by posting regularly and engaging with your followers. You’ll want to build a content calendar to keep yourself organized and be consistent.

This is where the professional comes in: You may want to hire an assistant or intern to delegate some of your social media posts. They can help you create engaging content and even manage your social media accounts to ensure you’re staying active and responsive to your audience. An editorial calendar is a great way to establish a consistent content schedule with your assistant or intern.

2. Build a VIP launch team.

As you prepare for launch, you’ll need to rally a group of people who are ready to help spread the word. Your VIP launch team can consist of loyal readers, followers, and other writers who are willing to take the time to review your book, share posts, and promote it online. You’ll want to assemble this team about 3–6 months before the book launches.

A great way to build your launch team is by reaching out to your audience. Offer them an advance reader copy (also known as a galley or ARC) in exchange for a review on Amazon, Goodreads, or social media. You can also ask them to share posts about your book on social media or write testimonials.

This can be a lot to manage so you might want to consider getting some help to put your team together and get them to do their tasks. This person could be an assistant or a book launch strategist. They can also help you with virtual events and launches.

3. Media train with a pro.

Whether you’re experienced with public speaking or new to media interviews, you’ll need to prepare yourself for interacting with the media.

Media training will help you feel confident when it’s time to talk about your book. It’s best to start media training a few months before your book launch, so you’re ready to promote it effectively when the time comes.

At least 4–6 months before your book launches is the best time to begin working with a professional. A media trainer can help you learn how to navigate interviews, develop your message, and create talking points. This is what I do with my clients. We discuss how to learn how to handle tough questions, stay on message, and project confidence. My video course, Media Ready Author, gives you a preview of what working with a media trainer is like and all the foundational tools you need to be confident when talking about your book.

[Media-Savvy Author: Video Storytelling, Bringing Your Story to Live]

4. Hire a publicist.

One of the most important decisions you’ll make in the book launch process is whether to hire a publicist. A publicist will help you secure media coverage, book interviews, and even plan book events. Some publishers provide a publicist, but many authors find it worthwhile to hire their own for extra support.

Publicists play a key role in helping you get the media exposure that’s critical for building buzz and driving sales. Authors who hire a publicist usually do so about 2–3 months before their book launches. You’ll want to reach out and start interviewing publicists before that though so you can identify who will be your best match.

A publicist will help you pitch for interviews, press mentions, and reviews. They also assist you in building relationships with journalists and media outlets that cover your genre. They can also help with putting together book events and book signings. When hiring a publicist, it’s best to ask for referrals from other authors in your network.

5. Book a photographer and videographer.

Once your book is out, you’ll want professional photos and videos to commemorate your launch events and to have content for social media, blogs, and press outreach.

You could rely on friends or family to take photos at your book events, but professional photographers and videographers bring an invaluable level of skill to the table.

A professional videographer and photographer can help you capture the magic of your launch. This includes photos of your signing books, speaking at events, interacting with fans, and any special moments that could be used to generate buzz. You’ll need to provide a shot list to make sure you get everything you need for promotional materials and social media content.

When you’re hiring professionals, the key is to be strategic about your choices. With the right team behind you, your book launch can become a success that reaches the readers who need to hear what you have to say. 

Join publishing expert Jane Friedman in this 120-minute live webinar for the most timely advice about getting published in 2025.

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