Finally understand what publicists know (and what your publisher isn’t telling you)

So you’ve written a book—congratulations! Now comes the fun part: convincing the world to actually read it. Our special guest, professional publicist Shanetta McDonald, will demystify the often-overwhelming world of book publicity, starting with why press coverage still matters in our digital age and how it translates into actual readers and sales.

We’ll break down the difference between what your publisher’s in-house team handles versus what external PR agencies do, plus help you figure out what you can tackle yourself versus when it’s worth hiring help. You’ll learn how to build your own roadmap through the publicity maze, with practical strategies that won’t break your budget.

Today’s media landscape is brutal. Journalists are drowning in pitches (they only open about 45% of what hits their inbox), newsrooms are shrinking, and news cycles move faster than a caffeinated hummingbird. But don’t panic—we’ll dive into the art of media pitching. Learn how to work with news cycles, understand lead times, and most importantly, how to develop compelling media angles that transform your book from just another title into a newsworthy story that editors and producers want to cover.

Whether you’re a debut author feeling lost or a seasoned writer looking to up your publicity game, you’ll leave with a FREE book media launch timeline and checklist–so you’ll know exactly what to do and when to do it–and the confidence to give your book the launch it deserves.

Our special guest

Shanetta McDonald is the founder of The Giselle Agency, a boutique PR agency dedicated to supporting women, BIPOC, and queer authors with intentional, story- and mission-driven book launches. With over 16 years of experience, she has spent her career challenging societal norms and shifting cultural conversations. Today, she proudly focuses on amplifying the voices of those who need it most, marginalized groups who are making a difference.

Shanetta’s own writing has been featured in Allure, Refinery29, HuffPost, Essence, and Well+Good, where she explores themes of identity, healing, body image, and belonging.

Join your hosts Allison K Williams (SEVEN DRAFTS), Sharla Yates (CRAFT TALKS) and our special guest for this lively, funny hour of frank talk about Substack, newsletters, essays, and building platform by doing what you love.

FREE, all welcome! Sign up to receive the Zoom link the day before.

Enjoy past recorded sessions here

Closed captioning is available. ✔
All registrants receive the recording. ✔

ABOUT YOUR PRESENTERS

Allison K Williams has edited and coached authors to publishing deals with Penguin Random House, Knopf, Mantle, St. Martin’s Press, and numerous small presses. An expert in author marketing and community building, her platform includes the Brevity Blog (80k+ followers), Instagram (10k+), a mailing list (12k+), and Facebook (5k+), with publications in the New York Times and appearances on NPR and CBC. Her book, Seven Drafts: Self-Edit Like a Pro from Blank Page to Book, sold on proposal. She leads the Rebirth Your Book writing retreats and co-hosts The Writers Bridge.

Sharla Yates is the author of the poetry chapbook What I Would Say if We Were to Drown Tonight, published by Stranded Oak Press (2017). She hosts a webinar series, CRAFT TALKS for writers on writing, and co-hosts The Writers Bridge with Allison K Williams. Her nonfiction essay, “Address” was a finalist for the 2015 Columbia Journal writing contest and the 2016 Penelope Niven Creative Nonfiction Award. She is the former Director of Education at the Creative Nonfiction Foundation and teaches creative writing at the University of Pittsburgh.

Questions? Please email Info@craft-talks.com

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