The internet has forced a rapid change in media that has upended many long-established outlets. It has affected book publicity campaign planning in myriad ways, leaving authors, publishers, and publicists to find new ways to promote books. But as the dust is settling, it turns out that online-only campaigns have limitations, and most books do best with a blended approach. In other words, you still go after legacy media and fill in with online components (blogging, podcasts, social media posts, video sharing, etc.). The goal is always to reach target readers in as many places as possible.

The contraction in traditional media can be viewed as a challenge or an opportunity. The opportunistic view is to find ways to become a contributor to media already stretched thinly with budget and staff cuts. For example, if you're a nonfiction author, writing an article in your field of expertise may be easy. It gives you the visibility that discreetly (and powerfully) promotes your book. With fewer staff members to interview you, the opportunities for conventional PR may be fewer. But when you flip the paradigm and become a contributor, you achieve visibility in the same media to plug your book.

Social media is here to stay, but the novelty has worn off. In the early days, all it required was to be present to earn attention. Now it needs more to stay on people's minds. As the platforms have matured, their capabilities and other users' expectations have grown. Therefore, when you post, the content must be unique and attention-grabbing. Not everything you say needs to be a grand slam, but always be thinking about what people will enjoy and share. Once you have been active for a while, you'll learn what works best for you. The trick is finding fresh ways to do the things that work well.

The post-pandemic world has also left book publicity forever changed with virtual interviews. What once was viewed with skepticism by many TV outlets is now widely accepted. When you can appear in person, it always makes an excellent impression. But at other times, you can be present online and reach the same audience. Take your home or office video setup seriously, including lighting and a good microphone. You'll always do better when your presentation is clear and pleasant to watch. Glitches are embarrassing and may hurt your chances of being asked back. Do it well, and you'll be re-invited.