Promoting your book or book series will take time, effort and resources, so before developing your communication plan take the time to factor in all the necessary time it will take to put these actions in to play. Some of the first things to consider are:
Personal contact is a successful marketing tool. Do you, your publisher or your contributors know someone within your target audience or links with someone who does? Do they know someone to ask? Ask the direct question "are you the right person to talk to" and people will often say either "tell me more" or "so-and-so would be very interested" or better yet, "I'll mention it to X". You can then request an introduction and that they pass on your contact details.
Where an audience is central to the success of your book or book series, it is almost certainly worthwhile investing time in face-to-face interaction. You can do this through:
Publicity generated by individuals and organizations within your network (such as your publisher, your own organization and specialist or learned bodies that you belong to, or have contact with) can be very helpful in reaching researchers around the world. For instance, you can:
Pass on any positive comments and good feedback to the publicity and marketing department at your own organization, professional association and of course your publisher.
Use these simple techniques to quickly raise awareness:
Social media is also another outlet you can use to promote your work to new audiences. Researchers and journalists now use social media in their work as a matter of course. This is an easy way for them to find out about the research and contact you. Consider using:
Engage with your published via these social media sites.
Stakeholders: These are the people who played a part in creating the book and would probably like to get involved in promoting the research.
Key contributors: You and your co-authors all have a good network of contacts, utilize those contacts by letting people who you think may be interested in reading the book know about its upcoming publication.
Your Publisher: The Company publishing your book might have links with other publications and can connect you with their in-house marketing and public relations departments.
Your organization: Research institutions and commercial companies alike appreciate the benefits a well-received publication can bring – they generally have public relations resources, try and get some PR support from your company.
Remember that individual preferences for sources of information vary widely – use several to make it easy for different audiences to connect to you. Your choices should reflect your decision about where being represented will have most impact.