Significant Differences Between Book Advertising and Publicity

For people from outside the publishing industry, and even some first-time authors, it's easy to mix up advertising and publicity. While they each fit under the broader marketing umbrella, there are essential differences between a book advertisement and publicity. The most fundamental difference between them is that advertising is purchased, and publicity is earned in the form of media coverage and mentions. While advertising can be effective and persuasive (if done well), most seasoned publishing people feel that media coverage is more influential – it confers stature on a book and its author.

Although book PR firms present information to the media to earn coverage, to people who read articles and watch interviews, their work is invisible. It's different from an ad that everyone understands is paid media. Publicity also helps authors be considered a part of the news and their books relevant to current information and entertainment interests. When an author can say they were featured in a news article or broadcast story, there is an implied stature. Links to coverage are also excellent social media content and can be shared with fans who will be interested and impressed.

When deciding whether to seek publicity or buy ads if a budget allows, authors also need to consider the potential risks. For example, there is no control over journalists and interviewers. If something strikes them as unfavorable, they may write or say something unflattering about a book or author. It goes with the territory. It's just as likely they may write or say something favorable, but the risk of a negative is always present. Despite the potential pitfalls, most authors eventually decide to engage the media in hopes of earning coverage. Many feel the value of inclusion in a trending story or show is well worth any risk.

Reviews today also have the duality of being earner like publicity or paid like advertising. There is much ongoing debate about the integrity and value of paid reviews. But when going up against the intense competition of today's book marketplace, some authors choose to add them to the marketing mix. It's also crucial to remember that no two books and authors are alike. Therefore, what works well for one may be wrong for another. It's vital to understand target audiences and media for each book, and ideally, an author has a large platform (loyal fans and supporters) to give a book launch a lift.