A book publicity firm helps you get your book in front of readers. It earns the reviews, interviews, and word of mouth that are tough to land on your own. You poured everything into writing this book, and a good publicity firm makes sure the right people actually hear about it.
Books Forward is a full-service book publicity firm that’s branded 1,200+ authors and promoted 1,800+ books. Our authors range from first-time, independently published writers to New York Times bestsellers. Below, we’ll walk through what a book publicity firm actually does, what it costs, when to hire one, and how to choose the right fit for you and your book.
What is a book publicity firm?
A book publicity firm is a team of publicists who promote your book to media, reviewers, booksellers, and readers on your behalf. Instead of cold-pitching outlets and chasing coverage between writing sessions, you get an experienced team with real industry relationships doing the heavy lifting.
Here’s the key thing to understand: publicity isn’t advertising. You’re not buying ad space. You’re earning credible, third-party attention, like a starred trade review, a podcast interview, or a feature in a magazine your readers already trust. That earned credibility is what builds long-term reputation and word of mouth. (Want the full breakdown? See the difference between marketing and publicity.)
It’s also different from the in-house publicist at a traditional publisher. No matter how much they love your book, they’re often juggling dozens of titles at once. A dedicated book publicity firm gives your book focused, personalized attention, working alongside your publisher rather than competing with them.
What does a book publicity firm do?
Quite a lot happens behind the scenes to get a book noticed. At Books Forward, a campaign can include:
- Media placement. Landing book reviews, author interviews, and features across print, online, radio, and TV. In practice, that might look like getting your novel onto a “best thrillers this fall” reading list, booking you on a popular books podcast, or placing a personal essay tied to your book’s themes.
- Industry and trade exposure. Submitting to trade reviewers (the ones booksellers and librarians read), pursuing bookseller and library attention nationwide, and lining up author events and festival appearances.
- Digital marketing. Targeted online ads that send the right readers straight to your book’s purchase pages, plus campaigns that grow your email list and following.
- Social media and influencers. Building your author brand and running Bookstagram and BookTok campaigns with the influencers who actually move books in your genre.
No two campaigns look the same. We build each one around your book, your goals, and your budget. See everything we offer on our services page.
Why work with a book publicity firm?
Let’s be honest: you can do your own publicity. Plenty of authors start there. But here’s why working with a firm usually pays off.
- We can say the things you can’t. You can’t exactly call your own book a “stunning masterpiece” without sounding, well, a little much. A publicist gives your book the third-party validation that media and booksellers look for.
- Insider access. We already know the reviewers, producers, tastemakers, and bookstores you’re trying to reach, and how to make your book stand out among the roughly 3,000 books released every single day.
- We know what’s working right now. Book publicity changes fast. What landed coverage two years ago may fall flat today. Staying on top of trends is our job, not one more thing on your plate.
- Your time back. We handle the pitching and follow-up so you can keep doing what only you can do: write, interview, and connect with readers.
Do you really want to reinvent the wheel while you’re also trying to finish your next book?
When should you hire a book publicity firm?
The earlier, the better. Ideally, you’ll bring on a book publicity firm about six months before your release date. That lead time matters because the most valuable coverage has a long runway: trade reviewers often need finished copies three or more months ahead, and the best podcasts and outlets book up early.
A typical campaign runs an initial five to six months, kicking off well before launch and continuing through release. From there, you can scale into a lighter phase, pause until your next book, or keep building. (For the full schedule, see our guide to the ideal publicity timeline.)
Already published? Don’t worry. There’s still plenty we can do, from a fresh relaunch to ongoing coverage that keeps your backlist visible.
How much does a book publicity firm cost?
Book publicity ranges widely, from around $1,500 for DIY guidance to six-figure campaigns that reach thousands of reviewers, media, librarians, and readers. What’s right for you comes down to your goals, your timeline, and how comprehensive you want the campaign to be. We treat your budget like our own, and we’ll never push you toward more than your book needs.
For the full picture, see how much book publicity costs, or contact us for a custom quote.
What results can a book publicity firm deliver?
Every book is different, and anyone who guarantees you a spot on a bestseller list or a specific TV show isn’t being straight with you. Publicity is earned, not bought, so there are no guarantees on exactly who says yes. What a strong campaign genuinely can do:
- Guide authors to New York Times and USA Today bestseller status
- Earn Indie Next Picks (chosen by booksellers) and award recognition
- Help independently published authors land traditional publishing deals
- Take a book from a U.S. release into international markets
- Help nonfiction authors become the go-to expert in their field
Just as important: success looks different for every author. For one writer, it’s a starred review that convinces libraries to stock the book. For another, it’s a single podcast appearance that sparks a wave of sales, or a steady drumbeat of coverage that builds a lasting platform. We’ll help you set goals that actually fit your book, then work to reach them.
Don’t take our word for it. See the receipts in our case studies, hear it straight from our authors, and browse recent media coverage.
Book publicity firm vs. doing it yourself, a freelancer, or your publisher
Authors usually weigh four options. Here’s the honest version of each:
- Doing it yourself. Free, except for your time, and it’s a steep learning curve while you’re also writing. Workable for very online authors with time to spare.
- A single freelance publicist. Often more affordable, but you’re relying on one person’s relationships and bandwidth. Great for a focused push, riskier for a full campaign.
- Your publisher’s in-house team. Valuable, but stretched across many titles, so your book may not get sustained attention.
- A full-service book publicity firm. A whole team’s relationships across media, trade, digital, and social, plus the staying power to run a months-long campaign and adjust as it unfolds.
There’s no single right answer. The best choice depends on your budget, timeline, and how much you want off your plate. If you’re still deciding, our guide on whether you need a book publicist is a good next read.
How to choose the right book publicity firm
Not every firm is the right fit for you or your book. A few things to look for:
- Real experience in your genre and publishing path. A firm that knows romance, or memoir, or indie sci-fi will have the right contacts ready to go.
- Honesty about what’s achievable. No one can promise you Oprah. A firm that sets realistic, tailored goals is worth far more than one that overpromises.
- They actually read your book. If a firm offers to represent your book without reading it? Run. They can’t credibly pitch what they haven’t experienced.
- Clear, regular communication. You should always be able to see what’s happening on your campaign and never feel left in the dark.
- A campaign tailored to you. Your book isn’t a template, and your publicity shouldn’t be either.
Why authors choose Books Forward
We’re not a faceless agency. Our team is made up of publicity pros, book-industry insiders, and award-winning former journalists, so we bring a newsroom work ethic to every campaign. A reporter can’t end the day without a story, and we won’t end ours until we’ve told yours.
- 80+ combined years of publicity and publishing experience
- 1,200+ authors branded and 1,800+ books promoted, across 50 states and seven countries
- A track record with New York Times and USA Today bestsellers, award winners, and buzzy debuts
- Founded by Julie Schoerke Gallagher and led by president and partner Marissa DeCuir
- A sister company, Books Fluent, for authors who need publishing help too
We prioritize transparency and creativity in equal measure, because your book deserves both. Meet the team and our story.
Get started with Books Forward
Frequently asked questions
What is a book publicity firm?
A book publicity firm is a team of publicists who promote your book to media, reviewers, booksellers, and readers on your behalf. It earns the reviews, interviews, and coverage that are hard to land on your own.
How much does a book publicity firm cost?
Book publicity ranges from about $1,500 for DIY guidance to six-figure full campaigns. What you’ll spend depends on your goals, timeline, and how comprehensive the campaign is. (More in our guide on how much book publicity costs.)
Is a book publicity firm worth it?
For most authors, yes. A firm’s media relationships, time savings, and third-party credibility are hard to replicate on your own, and a tailored campaign reaches readers you’d struggle to find alone. The right fit depends on your goals and budget.
When should I hire a book publicity firm?
Ideally about six months before your release date, so there’s time for early reviews and a full campaign. If your book is already out, there are still ways to relaunch interest and build coverage.
Do self-published authors need a book publicity firm?
Absolutely. Many of our authors are independently published. The right support helps your book compete at professional standards and reach readers it might not otherwise. (More in how to market a self-published book.)
What’s the difference between book publicity and book marketing?
Publicity earns credible attention like reviews, interviews, and features. Marketing drives direct action like ads, email, and sales. Most authors benefit from both, and a full-service firm runs them together.
How long does a book publicity campaign take?
Most campaigns run an initial five to six months, starting about six months before your release date, then continue based on your goals.
