Intense competition in the bookselling marketplace means successful book publicity campaigns must employ various tactics to break through and earn coverage. Seasoned publicists know that connecting newly published books and their content to current events is an excellent way to get noticed. There are also many types of events available to savvy book promoters, and they must be well-suited to the author being promoted. The trick is to reach target readers, which requires selecting events based on their audiences. When you reach potentially interested readers with news of your book, they'll buy it.

Finding events you can be a part of is another successful book marketing strategy. For example, making presentations and giving speeches at conferences and meetings works well for many nonfiction authors. If you're a novelist or other fiction writer, there are similar literary and fan events where you can present. They provide networking opportunities that can help you build relationships with colleagues and fans – and sometimes, the media are present covering the event. If your budget allows you to work with a PR firm, they may help earn you speaking platforms in person and virtual.

Classic book PR events include bookstore signings, often preceded by a short talk or presentation. They've been a mainstay of promoting books and continue to have value when well-planned and attended. When you hold an event, it's an excellent idea for authors to post images of it to social media accounts – and video clips if you give a talk and someone can record a portion of it. Creating a buzz and favorable impressions of your book relies on engaging target readers and showing them others have an interest in your work. Events and related social media posts can help you make an impression.

Last but not least, virtual events and appearances now have a permanent role in the marketing mix for most authors. They are excellent for authors with modest travel budgets or limited time to make event appearances. You can appear anyplace in the world virtually, and it significantly expands the reach of book promotion efforts. While some online events can be more informal in tone, it's wise to prepare and take them as seriously as you would an in-person appearance. Coming online well-prepared is always helpful, and you can always shorten your comments if you have more prepared than you need.