Self-publishing a book opens you up to a world of opportunity when you succeed. Initially, it will require some promotional support, ideally in the form of a book publicity campaign. Every author today competes in an ever more brutal marketplace where the strongest thrive and others remain in the background. Success requires an excellent and professionally produced book, launched with a well-planned promotional program that reaches target readers effectively. Most likely, it's a combination of online and traditional publicity with carefully developed key messages throughout.

Never underestimate the power and value of media coverage. It gives your work stature and helps you quickly reach more people. Niche marketing continues to flex its muscle and show its importance in selling books. Therefore, don't be skeptical about smaller audience opportunities. Mass media exposure is fine if you can get it, but it's much less efficient. Niche audiences of highly interested people are likelier to buy books or become fans. You can also appear in more places virtually since the pandemic, making book tours cheaper and less time-consuming; the pandemic was a game changer. 

If you're outgoing, a people person, and a gifted public speaker, you're ready to begin your book marketing appearances immediately. But that's not everyone and don't feel embarrassed if you think media training would be helpful. It's nerve-wracking for many authors to be interviewed or questioned by the media. Learning the tricks of the trade can make you a better interview guest who is relaxed and in control. Some appearances can be brief, and it will take skill to get your points across when time is limited. Training comes in handy when you end up in a more challenging spot.

It also helps to keep your online presence aligned with your media campaign. It goes for your blog posts and social media. Before you launch a book, have a well-designed website up and running. It needs information about you and your book but doesn't have to be extended. When you combine online exposure with media coverage, you'll be doing better breaking through to the audience you're after. It's always wise to plan your PR campaign and stick to the plan, but also be open to opportunities that arise spontaneously. You can't always predict what will work, but you want to capitalize on it.