I had a rather lengthy discussion on Friday with a very well-known business book author (who shall remain anonymous) about all the things his publisher had not done with his third book in regard to publicity.
I've got to say that at the end of our conversation the poor author finally came to the conclusion that the PR for his book had failed him and his publisher had failed him. (This is a very big publishing house.)
But the bigger note from the conversation is that it's never too late to take action. I help authors get their books seen online and get people writing about them. BLoggers, online publications, review sources, forums are all great places to push your book out to. But here's the caveat - read before you send. That means don't blog blast - don't presume someone is going to have to write about your book and do your homework.
Getting your book, in particular, blogged about is such an amazing way to keep a conversation going. And if you participate that only makes it that much more dynamic. Participation means really looking at each blog, respecting the topic arena and making sure you're not wasting a blogger's time or just trying to take advantage of their readership.
As I say often, "blog the change you want to see in the world" and that applies to book authors as well. Stop relying on old school PR or your publisher to create the change in book sales you would like to see. Make sure if you're not using an independent publicist, that your publisher or in-house publicist understands that online is a big target and one that should not be missed or put aside. Online blog posts live on way longer than the paper your book review is printed on. Engage, engage, engage!
I've had and I say it humbly - amazing success with my book clients because they are willing to truly understand that not every blog is right for their book and they're willing to converse with bloggers and be open and authentic.