Smith Publicity, Inc. posted an update 2 weeks, 5 days ago
The “Evergreen” PR Strategy: Keeping a Book Alive After Launch
Launch week is exciting, but a career is built in the months and years that follow. The “Launch Cliff”—where sales drop to zero after the first month—is the enemy. To combat this, book publicists develop “Evergreen” PR strategies. This involves identifying themes in the book that remain relevant year-round or tie into recurring seasonal events. It shifts the pitch from “New Book” (which expires) to “Timely Topic” (which recurs). It is about finding new reasons to talk about an old book.
The goal is to turn the book into a perennial resource. If you wrote a book about grief, you pitch it every Christmas (grief during holidays) and every Mother’s Day. If you wrote a horror novel, you pitch it every October.
Mapping the “Hooks” Calendar
Look at your book. What themes connect to the calendar?
• Mental Health Awareness Month?
• Valentine’s Day?
• Back to School?
• National Dog Day?
Create a pitch calendar. Two months before each event, send a fresh pitch to media outlets. “As we approach [Event], here is an expert/story that fits.” This gives journalists a reason to cover you now, even if the book came out two years ago.
Pitching “Listicles” and Roundups
Magazines and blogs love listicles. “10 Best Books for Summer,” “5 Books to Read if You Love Succession.”
Actively pitch your book for these lists. You don’t need a feature review; you just need to be on the list. Being included in a roundup keeps the book visible and improves SEO. It positions your book alongside current bestsellers, borrowing their relevance.
The “Newsjacking” Pivot
Keep an eye on the news. If a topic related to your backlist book trends, re-pitch it.
“With the recent interest in AI, here is a sci-fi novel that predicted this scenario.” Use the current news as a hook to revive interest in the backlist. It makes the book feel prophetic and urgent.
Leveraging Price Promos for PR
When you run a price discount (e.g., $0.99 eBook), use that as a PR hook for “Deal” sites and newsletters.
“Get this award-winning novel for 99 cents this week.” This isn’t a story for the New York Times, but it is a great story for BookBub or bargain hunter blogs. It drives volume and revives the Amazon rank.
Conclusion
A book is new to a reader who hasn’t read it yet. By constantly finding new hooks, seasonal angles, and relevant lists, publicists keep the book in circulation. The launch is just the beginning; the evergreen strategy is the sustaining life force.
Call to Action
To build a PR strategy that lasts longer than a week, connect with our long-term publicity planners.
