How Book Publicity Can Connect to Current Events

Event sponsorships like the one pictured here are excellent support for book marketing campaigns. Events are Excellent Book Marketing Support

A well-planned and executed book publicity campaign that connects to current events can improve the prospects for success. A creative marketing strategy is vital for all authors, particularly ones who self-publish. Fortunately, there are many book publicity tactics to get you and your book noticed, and one of them is current events. As book publicists, Smith Publicity uses current events whenever possible to help promote our authors.

Events offer the most significant opportunity when they attract attendees who are among your book’s target readers — those who have a natural interest in your topic or story. But it doesn’t mean authors and publishers need to take a narrow view of event connections. There are many ways events can be used creatively to a book’s benefit. The trick is to connect to the event in a way that is authentic and meaningful. 

Become an Event Sponsor to Promote Your Book

Authors can take advantage of events within – or outside of – their area by becoming a sponsor. Whether it’s a blood drive, a charity golf tournament, a go-cart race, or just about anything else, event organizers need money to stage the event, and sponsorships are one way they get it.

You can get your book publicity campaign moving by adding your name to the list of sponsors. Often these lists are printed on official programs and banners promoting the event and almost always online. There’s usually a space next to your name for commercial entities (as opposed to private individuals) to add what company or group you represent.

Your listing could read, “Betty Price, author of The Velvet Masterpiece.” It makes you and your book visible in front of potential buyers. Additionally, the local media cover many community events, so be ready and available to do interviews as one of the event sponsors. You can act as your DIY book publicist if you make yourself available for interviews.

Make Speeches and Presentations About Your Book

Another way to use current events for book publicity is to volunteer to be a speaker or make a presentation. For example, you could offer to give a talk at a library book fair, where you could discuss the importance of supporting local libraries – or about yourself as a writer.

Book publicists always stay abreast of speaking opportunities. Depending on your book’s topic, there could be several events happening that need speakers and for which you’d be ideally suited. Do some research, and find out what’s going on in your area.

The main point: use every opportunity you can for book publicity. Be creative and discover how you can capitalize on current events – always giving something in return. Current events are one more tool in your book publicist bag.

Dan Smith is the owner and founder of Smith Publicity, a Cherry Hill, N.J.-based book publicist agency. Since 1997, the firm has become the most prolific book marketing firm in the publishing industry. You can learn more about Smith Publicity on its official website,