If you're an independent creator—whether you're launching a book, podcast, film, or fashion brand—getting media coverage for your independent project can feel like an uphill battle. But here’s the truth: with the right strategy, you can land interviews, secure features, and attract new audiences without a big PR budget.
About ten years ago, I published a compact guide called How To Promote Your Book: Aimed At The Independent Writer. What started as a small resource quickly opened doors to literary festivals, writers’ groups, libraries and book events across the UK, southern Nevada, and California. I even launched the book at the Love is Murder Literary Festival in Chicago in 2015, and it changed everything.
Why Most Independent Projects Don’t Get Media Attention
Back then, self-publishing was emerging. Writers were uploading their manuscripts to Amazon with little to no marketing plan. I remember asking attendees at one event, “How long after finishing your book did you publish it on Amazon?” Most said, two weeks, or a month. Then I’d ask, “What was your plan to build awareness?” And more often than not, I was met with blank stares.
The problem wasn’t talent or passion—it was a lack of strategy. Whether you’re promoting a book, a short film, an album, or an art installation, PR is not optional. It’s how your audience discovers you.
Media Coverage Starts with Knowing Your Audience
Before any successful product launch, you must ask yourself two key questions:
- Who is my target audience?
- Where do they consume their media?
It’s no good emailing a tech editor about your historical romance novel or tagging pop culture blogs for a poetry collection. Relevance is king in publicity.
I used to illustrate this with a simple story. I’d ask attendees: “When was the first time you asked your parents or an adult for money?” Then I’d follow up with, “Did it work?” Those who said yes often had an instinctive understanding of how to pitch—how to tailor their ask, choose the right person, and use the right words.
That, in essence, is PR.
5 DIY PR Tips to Promote Your Independent Project
Here’s how you can start getting press coverage for your project, even without a publicist:
1. Build a Media List That Makes Sense
Curate a list of bloggers, journalists, podcast hosts and influencers who are already talking about projects like yours. Use tools like Muck Rack, Twitter, or LinkedIn to find contacts. Focus on relevance over volume.
2. Craft a Strong, Newsworthy Pitch
Your project isn’t the story—you are. Why now? Why this? Tie your pitch to current events, anniversaries, awareness months, or cultural trends. Include links, a clear call to action, and be concise.
3. Create a Press Kit
Include a compelling press release, high-res images, your bio, a synopsis (if a book), product details, and testimonials. Journalists are busy—make their life easy.
4. Leverage Speaking Engagements
Book talks, workshops, panels and literary festivals are more than sales opportunities—they’re PR gold. They position you as an expert and create momentum for organic media coverage.
5. Plan Before You Publish
Marketing must begin before your project launches. Aim for a 3–6 month runway. Start building buzz, collecting reviews, securing media leads, and teasing content on social media.
Final Thought: Pitch Like a Pro
Whether you’re an indie author, startup founder or creative entrepreneur, think back to that childhood ask—the moment you learned how to frame a request for the best possible outcome. You already know how to pitch. Now it's time to apply it to your career.
Getting media coverage for your independent project isn’t about shouting the loudest. It’s about knowing who to speak to, how to say it, and why it matters.
Need help crafting a campaign or building media buzz around your creative project? Get in touch with us at theentertainmentbureau.biz – we specialise in helping independent voices get heard.