To be successful in handling your own publicity, you need to be willing to put in the time it will take to do it right. You have to be ready to handle all the researching, organizing and execution of your plans. Don't worry, although challenging, it sounds worse than it is.
First, you need to put yourself into the mindset of someone who does publicity for a living. What would they plan for a new client who is an author? Start by looking at some of the things on their “to do” lists, such as press releases, promotional tours, and advertising.
The press release has been called one of the most powerful tools in the publicist’s arsenal. Since you are already a writer, you should be able to write a great press release. The basic structure of the accepted release is really all you need to get started. A simple search will produce more than enough examples for you to follow.
Once the press release is completed and polished, you need to decide who you want to send it to. Send it to all the local newspapers and local magazines. Be sure to mention that you are a local author, and that you are available to take questions any time. This gives local publications access that other news sources won't necessarily have. After the press release is disseminated, follow it up with a telephone call to make sure it has been received and that it's being reviewed.
The concept of a promotional tour can mean a lot of different things, but, for you, the best place to start is at your local public library. Simply speak with the library’s event coordinator about wanting to present an author reading, as well as a “meet-and-greet” with their patrons. Offer to give away an autographed copy of your book. Mention that you'd also like to donate a copy to the library. You can promote the event by creating a flyer with pull tabs to be posted on-site, as well as in surrounding area businesses.
This same approach works well for locally owned and used bookstores. Treat the event as a book signing and bring extra copies of your book to sign and sell. This kind of presentation has even gotten a new-millennium makeover with the creation of what is called a “blog tour.” Big celebrities go on TV tours. On “blog tours,” authors can “virtually” stop at popular review and fan blogs to make guest posts and provide interviews.
Finally, there's advertising. Ads are meant to reach consumers and persuade them to make a purchase. With today's social media, you can achieve similar results without spending a dime. From your Facebook account, you can offer your “friends” special pricing or “free” copies of your latest book, in exchange for their submission of reviews. On Twitter, you can run a “viral” marketing contest meant to build up your followers and increase your book downloads, as well as increasing your online reviews.
These are just a few ideas meant to spark your thought processes. As in your writing, you're only limited by your imagination.