Do I Even Need A Publicist? How I'm Learning to Open Doors for Myself While Promoting My First Book
Most first-time authors are left to promote their own books after they're released. Here's one small promotional step I took that opened a massive door of opportunity.

When my first book, Politics, Partnerships, & Power: The Lives of Ralph E. and Marguerite Stitt Church (Master Wings Publishing) came out in December of 2023, I was excited to get it into EVERYONE’S hands.
But then, reality set in. I mean, let’s be honest: No matter how excited I am about my book, a political biography about two dead congressmen from Illinois isn’t at the top of every reader’s priority list.
Shocking, I know.
The challenge became, How do I get my new book into interested readers’ hands?
Finding interested readers
As most of us know, the publishing industry isn’t what it used to be. Long gone are the halcyon days of mega book tours, hefty marketing plans, and bloated publicity departments. For the past year, I’ve been creating my own opportunities, booking my own engagements, and building my book’s loyal community of fans.
I’ve spoken about my book in various places, including history centers, classrooms, and in private group settings, and I always leave these events with the same feeling: deep connection.
And, though I have significant experience speaking in front of large groups, I prefer smaller groups when talking about my book. I enjoy the intimacy, the quality time to answer personal questions, and the privilege of talking to audience members one-on-one.
It’s also in these smaller groups that I end up having the most meaningful, fruitful conversations about where to take the book next:
“Have you spoken to this group?”
“Have you considered reaching out to that group?”
“You know who’d really like this book?”
“Can I put you in touch with my friend at X…?”
“Don’t forget to reach out to the folks at X…”
Should I hire a book publicist?
I *could* hire a publicist to help with logistics and (no doubt) increase my reach, and perhaps someday I will. For now, I’m determined to understand what it’s like to navigate these waters myself. I want to learn what works well — and what doesn’t. I want to see what’s reasonable to manage on my own — and what’s worth farming out. I aim to stay as personal and authentic as possible while promoting my book, and yet, since there are only so many hours in the day, I often consider hiring a publicist to help me.
The 5 questions I hear authors ask most these days about publicity include:
Do I even need a publicist?
Are publicists worth the money?
Can I market and promote my book myself?
How much work is involved with marketing and promoting my book?
Where do I begin to market my book?
As a memoir writing coach who’s worked with hundreds of clients and helped many of them land publishing deals, here are my quick answers to those questions:
Q: Do I even need a publicist?
A: Think about it this way. Do you even NEED a car? And, if you do have one, does it HAVE to be a Mercedes-Benz? Does having a high-ticket automobile make your life better? It all depends on what “better” means to you.
Similarly, a publicist is a luxury that *can* make your life better in many ways (including more introductions and exposure to individuals you’d otherwise never encounter. A publicist is another voice speaking highly of the work you’ve poured into your book.But, just as investing in a fancy car won’t guarantee elevated social status, investing in a publicist can’t guarantee increased sales. It’s all aspirational stuff. Yes, a publicist can relieve you of the burdens of things like managing social media, interviews, press releases, bios, and many other things that take up your writing time and energy. However, unless a book gets into the hands of the people who want to read it and pass it around, many people end up paying publicists to send out blanket emails and pitches that DON’T GO ANYWHERE.
A publicist’s primary job isn’t about increasing your sales; it’s about making your life (as the talent) better while also helping to raise awareness about your product (ie., your book). A publicist can be an invaluable member of your promotional team, but they can’t guarantee a return on your investment.
Q: Are publicists worth the money?
A: This really depends on your goals.
Do you have a timely book that deserves a hardcore PUSH upon release? If you can’t manage that effort on your own, a publicist might be a very wise option.
Still, we must remember that a publicist’s efforts are subjective and very hard to tie directly to sales numbers. There are many factors, such as a book’s release date and subject matter — not to mention the author’s existing platform and willingness to engage — that influence sales. Even the best publicists in the world have their limits, especially if their clients have challenging products/personalities/audiences to contend with.
I know several people who’ve spent a boatload of money on publicists, only to regret it later. I also have colleagues who work in the Big 5 publishers who’ll say that, while publicity is always a good thing, their authors are under no obligation to hire publicists to promote their books.
I’m in no way anti-publicist. For ten years, I worked in the advertising industry, and I graduated college as an advertising and marketing major. While I believe in marketing and promotional plans led by talented and passionate publicists, I’ve also seen how successful many authors can be when they stay involved and engaged in their books’ journeys.
Q: Can I market and promote my book myself?
A: Absolutely! Every little effort counts, and (speaking from experience) it’s the direct and personal approach that often yields incredible results.
Q: How much work is involved with marketing and promoting my book?
A: While you can put in as much or as little as you like (or have time for), what matters most is your authenticity. You *could* write a 5-page letter to someone about why your book is so worth buying; you *could also* write a short, snappy paragraph that conveys the same info and wastes less of their time. In other words, you don’t HAVE TO spend an inordinate amount of time and effort to see results. The key is to approach people from your heart.
Q: How do I begin to market my book?
A: This is the most important question, in my opinion, because when it feels overwhelming, people tend to avoid marketing and promotions altogether. I hear a lot of “What’s the point?” and “I’m just one little person trying to break through…”
And that’s why WHO YOU TARGET makes all the difference in the world. For example, I want to share how my latest book promotion effort opened up a surprising set of doors, all because of one small effort…
How my latest book promotion effort opened up a surprising set of doors
When my book initially came out, there was a ton of buzz. Then, as was to be expected, things quieted down, and that’s when I turned to the spreadsheet I’d been preparing while I wrote the book.
On this simple spreadsheet, I’d listed all the places where I’d dream of seeing my book featured. In addition to bookstores and libraries, I considered the subject matter of my book — and more importantly, the readers my book would appeal to — and imagined the types of places they frequent.
For me, one of those places was the The Congressional Club in Washington, D.C., noted on its website as a “non-profit organization of spouses of current and former members of Congress, the United States Supreme Court and the President’s Cabinet who promote volunteerism, facilitate bi-partisan efforts, raise awareness of and support charities, and provide educational enrichment by preserving, collecting and exhibiting historical memorabilia of Congress and The Congressional Club.”



Since my book’s subject, Marguerite Stitt Church, had once served as the club’s president from 1949-1950, I tracked down the name of the current Congressional Club president and sent her the press release I’d created, plus a hard copy of the book itself, along with a brief personal note indicating that, should she ever need a speaker at The Congressional Club, I’d be happy to come and give a presentation about Marguerite and the book.
When I sent that package months ago, I knew I might never hear back from The Congressional Club. After all, I’m a first-time author in the suburbs of Chicago, and they’re…The Congressional Club.
But late last week, I received an email from the club’s executive director. They’re having a luncheon next month, and they’re looking for a speaker. Would I like to come? And if so, would I like to sell my books and greet members as I sign copies?
I mean…WHAT???????
Next month, I’ll fly to Washington D.C. and speak to members of The Congressional Club about the book. While researching the book, I never had the opportunity to visit the club, so I’m VERY excited to go!
According to the website D.C. Historic Sites, the Congressional Club was built in 1914 for spouses of high-ranking government figures and is one of several grand Beaux-Arts structures along Washington, D.C.’s Sixteenth Street:
“The Congressional Club is a distinctive classical building with a prominent domed rotunda at the corner of Sixteenth Street and New Hampshire Avenue. Designed by architect George Oakley Totten Jr. (1866-1939), the 1914 building exemplifies the vision of Mary Foote Henderson, a club member and forceful advocate for the development of Sixteenth Street according to the principles of the City Beautiful Movement.
The Congressional Club provides a politically neutral meeting space for a distinctive and selective group of women: the wives and daughters of United States Congressmen and Cabinet members. During the Wilson administration, the Congressional Club was the only non-governmental organization asked to serve as an official extension of the White House in hosting important diplomatic and social events. Additionally, during World War I, the Congressional Club made nationally significant wartime contributions, serving as a nexus between Washington, DC and local communities across the country in organizing state-side activities. Today, the Congressional Club remains in operation and annually hosts a luncheon honoring the First Lady of the United States.”
I wonder who I’ll meet while I’m there? I wonder what other opportunities this speaking engagement might lead to? I’m here for them all, to walk through each of these doors.
While I’m in the Capitol, I plan to stay at the nearby Omni Shoreham, which served as the D.C.-area home for Marguerite and her family while her husband Ralph Church (and then later, while Marguerite herself) served in Congress. What a treat to get to spend time in the very building where the subjects of my book spent so many years. I’ll be sure to bring copies of the book to give to the hotel management and gift shop (hoping, of course, to inspire them to stock the book, too).

While I’m in D.C., I also plan to visit several independent bookstores in the area. I’ll bring copies of my press release and the book. My hope is to learn how I can help these businesses bring in more customers, be it through scheduling an on-site book talk, or an online discussion about writing the book. I find that when I approach book promotion as a collaboration — rather than, “Hey! Can you stock my book?” — things fall into place for everyone involved.
And that, my friends, is what a simple promotional effort is all about: finding an ideal audience, putting your message out there, cultivating patience, and hoping for the best.
Writers’ Haven Book Promotion 101
1. Find your ideal audience(s)
2. Put your message out there
3. Cultivate patience
4. Hope for the best
It’s not rocket science. Book promotion is actually a simple, straightforward hustle. It requires creative thinking and a willingness to put yourself out there.
Be direct: If you have a book that might benefit someone (and/or their organization), let them know! Your book might be just the thing they need right now. You’ll never know unless you put it out there.
To be sure, few of us have all the time in the world to track down contact info for all our ideal targets and to manage correspondence and follow up with them. When it gets to be too much, a publicist might be worth every penny, even for just a short burst.
But, if you want to try being your own publicist for a bit (like me), try doing some of this stuff yourself — and please let me know how it goes! I’m eager to swap experiences and learn what works and what doesn’t!
Are you a published author? Have you done promotional work for yourself? Have you worked with a publicist?
Are you a publicist? How can authors benefit from your services? Please give us your success stories (and words of wisdom)!
I look forward to hearing your experiences.
Christine Wolf is a memoir-writing coach and founder of Writers’ Haven, a dedicated space for women writers near Chicago.
Christine- excellent excellent article and I am so impressed with your effort to market your book. It’s a great story, brilliantly told and timely.
I am going to reach out to you and catch up..