How PR Works: What You May Not Realize When Measuring PR Success

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As an author in the midst of a PR campaign for your latest book, you've likely wondered: “Is my PR effort making an impact?” ???

Measuring a PR campaign's success through immediate book sales or a straightforward return on investment is a common pitfall. However, PR operates differently; it’s a long-term game. As an author, you might understand this conceptually, but it’s crucial to grasp what this means practically. Effective PR should elevate awareness of your work, your expertise, and your unique voice to your target readership. Unfortunately, this doesn’t directly equate to overnight sales spikes. ??♂?

Think of it as nurturing a garden. Immediate results are rare; instead, every media mention or interview is like sowing a seed that, over time, can grow into a thriving plant. This requires patience and ongoing effort, as building trust with your audience isn’t instantaneous. ??

The adage that a consumer needs seven exposures to a product before making a purchase is especially relevant for authors. Potential readers might need to see your book featured in various contexts—social media, reviews, interviews, etc.—before deciding to buy it. PR is unmatched in providing these varied, cost-effective exposures. ??

In today’s digital landscape, these “touches” can extend beyond traditional media to include social shares, online reviews, and discussions in online forums. Each of these interactions broadens the reach and deepens the impact of your PR strategies, moving beyond conventional metrics. ??

Clarifying the unique benefits of PR to yourself (and if you're working with a team, to them as well) is crucial. PR’s role extends beyond marketing; it’s about cementing your credibility and authority in your genre or subject matter. When the media views you as a go-to expert or a compelling storyteller, you’ve hit a PR home run. This doesn’t just pique public interest; it lays the groundwork for sustained interest and sales over time. ??

If media interest seems sluggish, resist the urge to become disheartened. Securing those coveted spots can take time. The essence of PR is fostering enduring media relationships, akin to tending a garden, requiring patience and care to flourish. ??

Persistence in refining your pitches, ensuring they're straightforward, engaging, and timely, is essential. Simplify your messages so they resonate with a broad audience, including tying your themes to current events or trends when possible. The goal is to align your pitches with the media’s needs, making it effortless for them to feature your work. ??

Creating a collaborative atmosphere is equally important. If you're working with a publicist or marketing team, actively participate in the campaign. Share your insights, be open to revising your branding or messaging, and remember, PR is a team sport. Your active involvement ensures the campaign reflects your voice and meets your goals. ??

Are you maximizing every opportunity to get your book and your message out there? Communicate openly with your team, and make sure every effort is made to secure the media attention your book deserves. ??

Understanding PR from an author's perspective highlights its critical role not just in boosting immediate visibility but in building a lasting legacy. In the realm of book promotion, patience, persistence, and active collaboration are key to navigating the intricate journey of PR success. ??

And if you need some help with your PR/Marketing journey, feel free to reach out, I’m here to help . ??

Hello, I'm Drew Gerber ??

CEO of Wasabi Publicity, Inc.

For over 30 years we have been inspiring people and organizations committed to changing the world and sparking aha conversations that lead to personal and business success.

Let us be your guide in bringing your impactful message to the world. ??

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