While the coronavirus pandemic is now fading into the past, some of the changes it triggered in book publicity are likely to persist. The shift to virtual platforms for book PR and sales proved effective, allowing the industry to adapt and thrive. Today, researching book marketing leads to digital strategies, with online promotional activities taking center stage. Book marketing tactics have evolved—virtual book tours, virtual TV interviews, and video calls are now mainstays. The pandemic forced the industry to adopt these methods, erasing any lingering hesitation about going virtual with promotional efforts.
For book publicity, the transition from physical to digital book copies became widespread when reaching out to the media or reviewers. Today, it’s standard for trade media, TV producers, and magazine editors to request digital versions instead of hard copies. Having accessible digital copies is vital for a successful book PR campaign; without them, you risk falling behind. Although some will inevitably return to requesting print editions, keeping a few hard copies on hand is still wise. However, beware of ongoing shipping delays, as they can jeopardize timely media coverage. It’s wise to ship earlier when you can.
Book tours have also gone virtual, offering substantial time and cost savings. Authors can now participate in events across multiple cities in a single day without leaving home. Yet, there remains undeniable value in in-person appearances and book signings, which are gradually resuming as conditions allow. The best approach is often a hybrid one—combining virtual events with select in-person stops in locations that promise the greatest impact. This new flexibility means authors can maximize both their exposure and efficiency, targeting efforts where they matter most.
The rapid pace of change in book marketing accelerated during the pandemic, dissolving many old rules and giving authors greater freedom to adapt their campaigns. Creativity and personalization are now at the heart of book promotion. With fewer resources devoted to travel, budgets can be redirected to digital giveaways and materials for bloggers and influencers. Conducting most book tour appearances virtually is now standard—and as long as you are engaging your target readers, your efforts are likely to pay off. The key is to embrace the new possibilities and find the mix of strategies that suits your goals.