#216: Sarah Gilbert — PR for Indie Authors, Thinking Like a Publicist, and Starting Small to Build Momentum

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Oct 18, 2026

Sarah Gilbert, Lulu’s Public Relations Manager with 16+ years in publishing, shares practical publicity guidance for indie authors. Learn how to think like a publicist, shape a reader-focused pitch, build a targeted media list, and use press releases to clarify your book’s story. She also explores local coverage, grassroots momentum, launch timing, media kits, backlist promotion, and avoiding PR scams.

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ADVICE

Define The Reader Benefit First

Define what your book does for readers before planning publicity.
For nonfiction, identify the problem solved; for fiction, clarify whether the book offers empathy, stress relief, or escapism.

ADVICE

Use A Press Release To Find Your Story

Write a formal press release even if you never distribute it, using the exercise to sharpen your title, lead, talking points, and book premise.
Investigate the author's backstory because journalists may find it more compelling than the book itself.

ADVICE

Build A Targeted Media List

Build a media spreadsheet covering relevant podcasts, reviewers, radio programs, television producers, editors, and local outlets.
Study the top books in your genre to discover which publications and programs already feature similar authors.

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Lulu PR Manager Sarah Gilbert on building a reader-first publicity plan, pitching the media as an indie author, and turning small grassroots wins into lasting momentum.

You'll learn

Why earned media carries more weight with readers than anything you pay for.
The question every author should answer about their book before planning any publicity.
How writing a press release can clarify what your book is really about, even if you never send it.
When the story behind your book is more pitchable than the book itself.
How to build a media list and write a pitch that offers something in return.
Why starting small and local can open doors to bigger opportunities.
How far ahead to start your publicity, and how long to keep it going.
The difference between a media “hit” and a media “run,” and what to do with each.
Ways to give your backlist new life long after launch.
What to watch out for when hiring outside PR help, and the mistakes authors often make.

Resources & Links

About Lulu

If you're self-publishing a book, Lulu now offers a Direct Buy Button that enables you to sell direct to your reader through a simple code. There's no cost to using it and it makes it easier to sell books directly from anywhere: your newsletter, social profile, website or podcast - and you don't have to worry about shipping or taxes. For more information head to lulu.com.

About Sarah Gilbert

Sarah is the Public Relations Manager for Lulu.com, the publishing and print on demand company started in 2002 by Red Hat Founder Bob Young.

With over 16 years experience in the publishing industry, Sarah is passionate about helping authors and publishers find ways to connect with their audience. In previous roles, she led author public relations campaigns and coached many in preparation for their book launches. When not in the office, she's trying to figure out her hobbies as an empty nester, gardening is in the lead.

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