Do you need a publicist? DIY Vs. pro support for indie authors

The Big question for Self-Published writers

When you decide to self-publish, you're not just the author anymore. You're also the publisher, marketer, and publicist of your own book. And somewhere in the whirlwind of writing, editing, launching, and promoting, many indie authors ask themselves, “Should I hire a publicist?”

The truth is, there’s no one-size-fits-all answer. Some authors thrive with DIY promotion, while others benefit from professional PR help. In this article, we’ll walk through what a publicist does, when you might need one, and how to know if DIY is enough.

What does a publicist actually do?

A publicist is someone who helps get your book media attention. This can include:

• Reaching out to journalists, bloggers, and influencers
• Getting you interviews, podcast appearances, or guest post opportunities
• Creating press kits and pitch emails
• Managing launch buzz and building long-term visibility

They essentially become your voice in the public space, helping position your book in front of the right audiences.

The Case for DIY: Why you might not need one (yet)

For many indie authors, especially those on a budget or early in their career, going the DIY route makes sense. You can absolutely build buzz on your own with the right mindset and tools.

Reasons to go DIY:

• You’re just getting started and want to learn the ropes
• Your budget is limited and you'd rather invest in editing or cover design
• You enjoy being hands-on with your promotion
• You already have a strong network or social media presence

DIY doesn't mean doing everything alone forever. It means you're building skills and testing what works before handing things off.

Tips for effective DIY promotion

• Build an author website and grow an email list
• Reach out to genre-specific blogs, podcasts, or BookTokers
• Join Facebook reader groups or writing communities
• Pitch yourself for interviews or virtual events
• Create shareable content on Instagram, TikTok, or LinkedIn

Authentic connection often goes further than polished PR. If you show up consistently and connect with your audience, you're already doing the core of a publicist's job.

Feel free to download our guide to learn more about social media for self-published authors.

When a publicist can help you level up

Hiring a publicist can be a smart move, especially when your book (or brand) is ready for a bigger spotlight. Here's when it might be worth considering:

• You're launching your second or third book and want to scale faster
• You’re writing nonfiction and want media credibility
• You’re overwhelmed or out of time and need expert help
• You’re aiming to get into traditional media outlets or big podcasts

Good publicists come with established contacts and a strong understanding of what the media wants. They can open doors that are harder to push through on your own.

But keep this in mind: results are never guaranteed. A publicist can pitch your book to 100 outlets and only get five bites. That doesn’t mean they’ve failed, it means that the media is unpredictable. That’s why it’s important to set realistic goals and work with someone who understands your niche.

What to look for in a publicist

If you’re thinking about hiring someone, do your homework. Look for:

• Experience with indie authors or your genre
• Testimonials or case studies
• Clear deliverables and transparent pricing
• A collaborative approach that keeps you in the loop

Avoid anyone who promises bestseller status, guaranteed media features, or instant fame. Real PR takes time, trust, and alignment.

Final thoughts: your path, your pace

There’s no shame in doing it yourself, and no shame in asking for help. What matters most is knowing where you are in your journey and what your book truly needs.

If you're energized by the idea of promoting your own work and learning as you go, go DIY. If you feel stuck, overwhelmed, or ready to scale, look into hiring someone to help.

Either way, you're the heart of your story and your book deserves to be seen. Whether you’re pitching yourself or working with a pro, your voice, your effort, and your consistency are what truly build momentum.

Self-publishing gives you the power to choose your team, your strategy, and your timeline. And that freedom? That’s the best kind of success.