How To Undertake PR for Books by Black Authors

We have had the opportunity to work with some of the countries biggest publishing companies imprints and publishing houses from DK, Transworld, Usborne to Bloomsbury and Ebury Press alongside some of the most talented Black authors of our time. Undertaking PR for these authors has highlighted some key issues which the publishing sector should consider addressing in order to give Black authors the best chance of success not only through book sales but also through building an author’s profile.

Here are some of the fundamental things to keep in mind when undertaking the PR for books by Black authors:

Media Training: Invest in media training for Black authors, particularly those who are newly published. Media training give Black authors the confidence to navigate a variety of media spaces particularly the major platforms and outlets which are not always as diverse in their internal teams and in their external messaging. Media training also ensures that Black authors are able to communicate the key messages and themes of their books effectively and dynamically. This also falls in line with the personal branding of Black authors - media training gives them the chance to build their personal brand positioning effectively.

Aiming for the big whilst honouring the small: when it comes to the media relations aspect of PR it goes without saying that often the goal is the bigger the coverage the better the reach but respecting independent and small media outlets is also a great way of ensuring that Black authors reach a vast array of audiences.

Diversity has to be more than tokenism: When working with Black authors if the author is the only Black person involved in the entire project then this should be an area of concern. Black authors deserve to work with publishing teams that not only reflect them but which also allow them to have safe spaces to speak up without fear of being judged or silenced. So whether this means looking at how your team is reflective of diverse demographic groups or hiring Black PR consultants/Black Publicists/Black-owned PR agencies for campaigns it is important to take the steps to ensure that diversity is more than tokenism.

Clear communication of plans and goals: Communication is key. Black authors deserve the same level or respect as their white counterparts (for example) when it comes to determining the press plans surrounding their book. This means regular updates and maintaining clear communication between marketing, sales and PR. Take the time to listen to authors and give them the opportunity to be creative and feel involved in the overall planning around the promotional activity around their book.

Black authors are not monolithic: Remember that Black authors are vast in their scope of creativity - they appeal to multiple audiences who consume multiple types of media. Don’t limit Black authors based on the limitations of your biases.

Invest in Black authors: Some authors complain that the investment placed into the campaigns for their books isn’t the same as authors from other demographics which isn’t surprising given that more than a few Black authors are getting paid less for their advances, something which the #PublishingPaidMe campaign highlighted. Ensuring that Black authors get fair and balanced investment in their talent and the campaign surrounding their work is essential.