Ask the Expert: A Publisher’s Publicist

by Barb, in Maine, resting up after a wonderful Thanksgiving weekend

Larissa Ackerman is a Senior Communications Manager at Kensington Publishing. All of the Wickeds have worked with her at one time or another and she is a wonder! She’s tremendously supportive and a very hard worker.

Sometimes authors are perfectly comfortable writing a book (okay no one I know) but overwhelmed when it comes to promoting the finished work. Sometimes readers don’t know where to find new books or are put off by an author’s constant self-promotion.

We thought both readers and writers might like an inside look at what a publicist does to support her company’s authors. Read on as Larissa fills us in.

Welcome, Larissa!

Hello, Barb! Thank you so much for having me on the Wickeds!

Barb: Your official title is Senior Communications Manager. Can you give us a short overview your job responsibilities for those who don’t know you?

Larissa: I am a woman of many hats! My main responsibility is handling the publicity for our historical mystery and cozy mystery authors (with some other mystery subgenres sprinkled in there as well). That means I am booking events, sending ARCs (advance reading copies) out to the publishing trades like Library Journal and Publishers Weekly, mailing ARCs and pitching to review outlets, setting up blog tours, etc. I also handle marketing campaigns for those books, such as booking Instagram book tours, or booking ads in print magazines (you’ve probably seen our cozies on the back of Woman’s World CELEBRATE). I also manage our CozyCons, which are multi-author events where we partner with independent bookstores to have basically a giant cozy mystery shindig!

Barb: What are the most important things an author working with a publicist at a traditional publisher can do to help the publicist, help themselves, and help their book(s)?

Larissa: It is always helpful to have a website and a Facebook page, even if you have only published one book! It is helpful for SEO (Search Engine Optimization) purposes so that when people Google you, your website and Facebook page comes up at the top, but it’s also just overall useful to have a website where you can keep your books and events listed. It doesn’t have to be anything fancy, either. It’s also very helpful when authors tell their publicists about any events they’ve booked on their own!

Barb: Moving beyond traditional publishing, in your observation, what are things all published or soon-to-be published authors should do to support the sale of their books?

Larissa: Promote your book! I know that a lot of authors can be shy or nervous to put themselves out there to talk about the book, but the publisher depends on the author talking about their book to their network(s), too. If you just publish your book and don’t post about it at all on your social pages, or put it up on your website, or say no to an interview request, how will your current fans (and future fans!) know it exists? Do not be afraid to ever talk your book(s) up. I know it can feel really hard to talk about yourself and your work, but just think about all the work you put into writing your book and channel that proud energy into chatting up everyone you know about your newest release!

Barb: What things should an author never do? No names, please, (unless you want to spill) but what is counterproductive, drives you crazy?

Larissa: This is a great question! And I will never spill names (unless maybe someone buys me a couple of glasses of red wine). I have had authors decline interviews or refuse to do events if the event isn’t just themselves (a solo author event). We live in a world where thousands of books are being published each year, and the space for book sections in newspapers, magazines, etc. is only getting smaller. Say yes to the interview! And say yes to doing events with other authors! The more the merrier.

Barb: How do you feel about social media today? Authors must do/should do/can skip? Which apps are most important? We hear so much about Tik-Tok, what do you think about that?

Larissa: My colleagues Lauren and Kait are the social media pros, but I am going to channel their energy and say that absolutely authors should have some sort of social media presence. I would say you absolutely want Facebook—a lot of Kensington Publishing’s audiences are on there. I think that you can absolutely experiment with TikTok and if you like it, go for it—but if you think it’s not for you, then don’t force yourself to spend time on a social media platform you aren’t a fan of.

Barb: Not that long ago, Kensington started branding its cozies with the imprint Kensington Cozies. What are the advantages of this?

Larissa: I think it really helps streamline the cozies branding. When you have cozy mysteries under the Kensington Books imprint, they were mixed in with our other mysteries, like the historical mysteries, literary suspense, and thrillers. With Kensington Cozies its own imprint, all our books (including the Kensington Books titles) have more room to breathe on their own. I think people are also really excited when they’re shopping and recognize our amazing Kensington Cozies teapot logo that one of our cover art designers, Seth, created. It brings a sense of joy!

Barb: Where will we see you out and about supporting Kensington titles in 2024?

Larissa: You will see me in Stevens Point, Wisconsin on March 3^rd for our first CozyCon of the year; Bellevue, Washington for Left Coast Crime on April 12^th; Lake Forest Park on April 14^th for our CozyCon West; Groveland, Massachusetts for CozyCon East on May 18^th; and date to come for our July CozyCon with Quail Ridge Books. And of course, I’ll be at Bouchercon Nashville for our signing suite (date/time to come). You’re all going to be so tired of seeing me everywhere!!

Readers: Do you have questions for Larissa? How do you find out about books? What kinds of things would you like to see publisher’s do? Writers, do you have any questions about what you are doing/are considering doing to support your work?