Master the ideal book publicity timeline. Learn when to launch your campaign and build majo media buzz before, during, and after your book release.

The strongest publicity campaigns are well-prepared, collaborative, and built to give a book the best possible chance of success. That means allowing enough time to make sure every piece is in place, every opportunity is considered, and there’s room for new ideas to develop along the way. At PR by the Book, we prioritize open dialogue between authors and publicists, and that collaboration works best when there’s enough runway to be thoughtful and strategic. 

One common question authors ask is: When should I start the publicity process? The answer is often earlier than you might think. You may also be curious about what actually happens in the months leading up to publication, and what continues after launch day.

Every campaign has different goals, needs, and opportunities, but the timeline below offers a general look at the ideal runway for a book publicity campaign.

Campaign Kickoff: Month 1

We like to kick off your campaign around five to six months before your book’s publication date. Because we can sometimes be booked months in advance, it’s best to reach out about three months before we would plan to start your campaign—so roughly nine months before publication. We may have more immediate availability, so always inquire even if you can’t make that exact timing work, but it’s a good goal to aim for!

The first month of your campaign is all about building the foundation. Our team will create your author Expert Page, draft initial press materials, and work with you to align on messaging, campaign goals, timely hooks, and the strongest angles to pursue. From there, we begin building targeted media lists and establishing a clear direction for outreach.

This is also the time to make sure your key assets are in place, including your book cover, author headshot, bio, book metadata, and advance reader copies (ARCs).

ARCs are especially important if we plan to submit your book to trade review outlets such as Publishers Weekly, Library Journal, Kirkus Reviews, and Booklist. These outlets require submissions several months before publication, so having digital and/or physical advance copies ready early can be critical. You’ll also want to begin reaching out to potential blurbers—people who can endorse your book and provide quotes for the finished copy—if you haven’t already.

During this stage, we’ll also discuss media training basics and develop talking points so you feel confident and prepared when interview opportunities begin to come in.

All of this behind-the-scenes work helps your publicity campaign move forward smoothly once outreach begins.

Momentum Building: Months 2 – 3

This is when we begin long-lead pitching to national and local newspapers, magazines, review outlets, select podcasts, and other media that book guests months in advance. Many outlets like to time author coverage around a book’s publication date, so we want to make sure they have enough lead time to fit it into their editorial calendar.

If your campaign plan includes NetGalley—a digital platform that provides advance copies to reviewers, librarians, media, and others—we’ll upload your book around this time to support our pitching and begin collecting early reviews. We’ll also begin influencer outreach, if included in your campaign.

This stage gives us a lot of useful data: which pitches are landing, whether there may be an opportunity to hold something as an exclusive for a top-tier outlet before going wider, and how we may want to adjust the media list based on early responses.

Book Launch and Timely Buzz: Months 4 – 5 

During the few weeks right before and after your book’s release, we continue widening our outreach by expanding to shorter-lead media, including podcasts, local media, bloggers, and niche outlets. We’ll also follow up with previously pitched contacts—and this is an important step, as publicity takes time and relationship building. The goal is for the bulk of coverage to hit around launch date and throughout publication month.

Make sure to let us know if you’re holding any launch events. Community events can offer a great hook for local media, and we’ll send out a media alert as the date approaches.

And of course, it’s time to celebrate your book’s launch!

From Timely to Evergreen: Month 6 and Beyond

Once your book is out in the world, we shift our focus to sustaining interest in your book and continuing to build your credibility as an author. We’ll refine our pitches as needed, uncover fresh angles, and look for new audiences to reach. As your campaign evolves, so will the timely hooks and opportunities available to us. We don’t stop brainstorming after your book is published.

Previous media activity can be a huge help during this stage. We refer back to interviews and contributed articles you’ve done, as well as reviews you’ve received, and use those in pitches to generate new interest. You can also repurpose that content across your social media platforms and author website—sharing links, videos, and photos to extend the reach of each media hit.

As an author, there’s plenty of groundwork you can continue doing on your own: reach out to book clubs you know of, keep exploring local library and bookstore speaking opportunities, and continue building word of mouth publicity within your community. It’s easy to forget this step, but making sure your local circles know about your book’s release and successes can go a long way.

A publicity campaign takes time, planning, and flexibility, but giving your book the right runway can make all the difference, and we want you to feel involved and aligned with our approach. Starting early allows us to be strategic, responsive, and ready to make the most of opportunities before, during, and after launch.

We’d love to hear from you if you’re considering the best next steps for publicizing your book. Contact us to chat about next steps and clarify any questions—we want you feeling informed and excited!

And check our these articles for publicity tips for all stages of your campaign:

Your Pre-Publicity Checklist: How to Get Your Book Campaign Off to a Strong Start

How to Build an Author Website That Attracts and Retains Readers

How to Shine in Your Next Podcast Interview