Garnering publicity for a book is an essential part of any book marketing plan. Publicity opportunities can include media interviews, book reviews, op-ed pieces, and more. W Publishing Group Publicity Manager Elizabeth Hawkins starts paving the way for her authors' books with a publicity campaign at least six months to a year in advance of release. She believes in planting the seeds early so that when the book is released there is already a lot of awareness and buzz. She starts by finding placements and opportunities with the media and with trade reviews, while also using the network and connections of the author.If you are uncomfortable with reaching out for these types of opportunities on your own, or, you need assistance with finding opportunities, a publicist can make the contacts and inquiries for you. You can hire a PR firm or agency, work through your publisher, or hire a freelance publicist. Strategizing a publicity campaign well in advance of release is important to the overall success of the book.