When PR is an Art

I've followed the PR work of Lauren Cerand for a few years now (ever since meeting the novelist Tayari Jones, for whom big things are happening; more on that later), so I was happy to run across this practical, helpful piece that Lauren has out in the new issue of Poets & Writers. 

What I like about Lauren's work is that, in addition to being knowledgeable, strategic, and savvy about the business of public relations, she always comes across as deeply thoughtful.  I like the way she keeps things fun but also always feels intellectually serious.  I also happen to like her politics, including the way she got her start "in the labor movement generating press coverage for anti-sweatshop demonstrations" (from an interview).

And she's generous with her practical advice, to wit:

A consistent theme I hear from authors grappling with this new landscape [of social media] is their fear of overpromoting their work. But very few people, in my opinion, correctly promote themselves enough. Perhaps it’s my profession that colors my perspective, or my having received one too many e-mails on the day of the reading or book launch. The correct timeline for promoting an event, by the way, is to send out details one month in advance, with a reminder two weeks later, then a few days prior to the event. Linking to a Facebook invitation in subsequent status updates does the trick.

Or this:

As far as social media goes—whether it’s on Facebook, Twitter, Tumblr, Foursquare, or other platforms—you need to share information of merit efficiently and in an open manner. For instance, consider the time of your post. Weekday mornings have the most eyes.

The whole piece, "Social Media for Authors:  Forever in Search of Buzz," is readable and worthwhile.