I’ve tried saying this exact thing to the publishers and authors I’ve worked with in the past and have had varying responses. It was impossible to convince the publishers I worked with in the corporate environment, but easier with the indies, however, persistence did seem to pay off in the end for the indies I worked with. I stopped doing out and out PR just before Musk killed Twitter for good, and IG changed their algorythm to be more like TikTok. Before that indies were able to reach their target audiences directly without having to rely on traditional media. We could bypass the gatekeepers and created the zeitgeist which the ‘media’ finally picked up on 5 yrs later. After that I decided to try handing books directly to readers through a bookshop and realised that readers are HUNGRY for new, exciting books no-one has ever heard of. Hand selling is so much easier/faster than telling people about books on social media, and it’s super effective. I’ve looked at the media landscape now and actually don’t know how effective PR can really be anymore. It’s so noisy out there, where everyone is selling something. It’s exhausting. I take my hat off to the content creators, and I can understand why they tend to burn out so fast. Honestly, all I can say is GOOD LUCK to everyone trying to promote books out there. Don’t doubt for a second that you’ll find your readers but, from experience, I’d put all my effort into cultivating relationships with booksellers. They’re the ones who will make sure your books are seen and read, regardless of media (incl. social) coverage or not.
Another great missive from Kathleen Schmidt, MBA on the state of publicity, media and publishing. This is US based, but my experience is that it is very similar in the UK. If you're in the industry and definitely if you are an aspiring author, you should be subscribing to her Substack.