Host Sheelagh Caygill sits down with James Cairns, an author and professor at Wilfrid Laurier University, Ontario, to discuss publicizing his essay collection, In Crisis, On Crisis: Essays in Troubled Times, published by Wolsak and Wynn.
Until this book was released, James' books were mostly academic texts, and so this was the first time James was closely involved in a busy publicity campaign, co-ordinated by River Street Writing.
They examine River Street's strategies that helped James successfully promote In Crisis, On Crisis, offering actionable advice for authors at any stage of their careers. James emphasizes the importance of having a clear publicity plan, tailored to the book’s themes and intended audience. He highlights how working with a professional publicist amplified his book's reach, and also notes that authors themselves play a crucial role in the process.
James' simple observations about podcast interviews are really helpful! He says audiences really just want to like a guest and learn about a topic, so be personable and engaging from the start. If podcast interviews feel intimidating at first, feel free to ask a podcast host what they might ask, or if they can send example questions. He also invested time in coming up with about ten questions coming up with questions he imagined a host or interviewer might ask about his book, and then he drafted the answers to those potential questions. This, he says, gave him confidence and with experience he knew when to cut in or could figure out where a conversation may go.
Local engagement emerges as a key theme, with James recounting how connecting with independent bookstores, libraries, and community organizations has been instrumental in building grassroots support for his book.
He encourages authors to participate in local readings, festivals, and book events, noting that these events not only boost visibility but also foster meaningful connections with readers. James also discusses the value of writing essays and op-eds related to the book’s subject matter, which can attract new audiences and establish the author as a thought leader in their field.
Social media is another powerful tool in the modern author’s publicity toolkit. James shares his approach to using platforms like Twitter, Instagram, and Facebook to engage with readers, share behind-the-scenes glimpses of his writing process, and promote upcoming events. He advises writers to be authentic and consistent in their online presence, and to interact with followers in a genuine way.
James explains why he doesn't have an author website, instead relying on his page on the university website, while Sheelagh presents the pros of an author website.
Throughout the episode, James offers practical, real-world advice for writers navigating the complexities of book promotion. From collaborating with publicists and media professionals to building relationships within the literary community, his insights provide a roadmap for authors seeking to maximize their book’s impact. Whether you’re preparing to launch your debut or looking to reinvigorate your publicity efforts, this episode is packed with tips and inspiration to help your book find its audience.
Mentioned in the interview:
In The Field, by Sadiqa de Meijer, published by Palimpsest Press.
James' Q&A with On Creative Writing.
James' podcast episode exploring the writing of In Crisis, On Crisis: Essays In Troubled Times.