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Before You Say YES to That Exciting Publicity Opportunity
Posted in Marketing with Meaning
Before You Say YES to That Exciting Publicity Opportunity ... READ THIS!
An email lands in your inbox.
Someone claims they've discovered your book, they're impressed by your message, and they'd love to feature you on a podcast, introduce you to a literary agent, or help you reach thousands of new readers.
Sounds exciting, doesn't it? Especially when you've worked so hard to get your message into the world!
But here's something every author needs to know: Not every invitation is legitimate, and not every opportunity that sounds impressive will actually benefit your book.
Unfortunately, scams targeting authors have become increasingly sophisticated. With AI, scammers can write convincing emails, reference specific details about your book, and even impersonate real people in the publishing and media industries.
And here's what's especially troubling: They don't always ask for money upfront. Some build a relationship, gain your trust, and only later introduce fees or connect you with another supposed industry professional.
So how do you protect yourself without missing legitimate opportunities?
First, understand these THREE types of publicity opportunities:
1. EARNED PUBLICITY — Someone wants to share your message because it's valuable to their audience.
A podcast host invites you for an interview.
A journalist wants to feature your story.
A ministry leader invites you to speak.
The opportunity is based on the value of your message, not your willingness to pay for coverage. In genuine editorial publicity, you're generally NOT paying to be interviewed or featured.
2. PAID PROMOTION — You're purchasing exposure to someone else's audience.
This might be a sponsored podcast segment, paid magazine feature, or promotional campaign. There's nothing inherently wrong with paid promotion! Sometimes it's a worthwhile investment. But paid promotion should be clearly identified as advertising or sponsorship, NOT presented as earned editorial coverage. And before paying, you need to know exactly what you're purchasing, who will see it, and whether that audience is a good fit for your book.
3. SCAMS — Someone is misleading you about who they are or what they're offering.
They may impersonate a legitimate literary agent, podcast host, publisher, or publicity company. They might promise interviews, book deals, endorsements, reviews, or extraordinary exposure that never materializes. Their goal may be your money, sensitive information, or access to your accounts.
Here are FIVE things to check before responding to an unexpected offer:
1. VERIFY who is contacting you.
Don't assume someone's identity is legitimate simply because they use a recognizable name, mention your book, or have an impressive email signature.
Search for that person independently. Visit the organization's official website and compare the email address and contact information.
If someone claims to represent a well-known person or organization, contact that organization using information YOU find on its official website—not the links or phone numbers in the email.
2. LOOK for evidence that the opportunity actually exists.
Being invited onto a podcast? Find the podcast. Listen to a recent episode. Is it active? Does the host match the person contacting you?
Being invited to a book club or media feature? Can you find previous events, articles, or interviews?
A legitimate-looking website alone isn't proof. Scammers can create those, too.
3. ASK whether money is involved—and what you're paying for.
Be particularly cautious if an exciting invitation eventually turns into a request for a booking fee, administrative fee, production charge, or payment to an affiliated professional. That doesn't automatically prove fraud, but it DOES change the nature of the opportunity. And be extremely cautious of anyone guaranteeing bestseller status, large book sales, or extraordinary publicity results.
4. EVALUATE the audience, not the impressive promises.
Even a legitimate paid opportunity can be a poor investment.
Someone may promise exposure to 100,000 people. But who ARE those people? Are they likely to care about your book?
For example, an author writing about healing after divorce may gain more meaningful exposure from a small, trusted Christian women's podcast than a large, general-interest outlet.
Remember, the RIGHT audience is far more valuable than a BIG audience.
If you're considering paying for promotion, ask for verifiable audience information, examples of previous placements, exact deliverables, and the full cost in writing.
5. PAY ATTENTION to pressure, flattery, and unusual requests.
Watch for messages that:
Praise your book extravagantly without demonstrating meaningful familiarity with it.
Insist that you act immediately or risk losing a rare opportunity.
Ask you to pay through unusual methods or send money to a third party.
Request account passwords, verification codes, or sensitive financial information.
Introduce you to another "expert" who suddenly requires payment before the opportunity can move forward.
And please don't assume that an offer is legitimate just because someone uses Christian language or expresses admiration for your ministry. Those words are not proof of someone's integrity.
Here's your practical takeaway this week:
The next time an exciting invitation comes your way, PAUSE before you reply, click, commit, or pay.
Take five minutes to verify the sender and the opportunity independently. If it appears legitimate but you're considering spending money, ask these three questions:
Is this earned editorial coverage or a paid promotional placement?
What exactly will I receive, and what is the total cost?
What evidence can you provide that your audience includes people who would genuinely benefit from my book?
If you cannot get clear, verifiable answers, don't move forward.
And if the invitation appears fraudulent, don't engage. Save the evidence, report the suspicious message, and block the sender. If you've already paid or shared sensitive information, contact your bank or relevant account provider immediately.
For additional help, the Authors Guild maintains a list of publishing scam alerts at authorsguild.org/resource/publishing-scam-alerts. You can also report suspected fraud at ReportFraud.ftc.gov.
One final thought ... Please don't let the growing number of scams discourage you from pursuing publicity!
There ARE wonderful opportunities to share your message, reach new readers, and develop meaningful relationships with podcast hosts, journalists, ministry leaders, and other trusted voices.
We want you pursuing those opportunities!
Just remember: You worked hard to write your book. Be equally intentional about protecting your message, your money, and your trust.
And when you're unsure about an opportunity, seek a second opinion before moving forward. A little due diligence now can prevent a great deal of regret later.
Cheering you on ... always,
Shelly Brown &
the Redemption Press Team
P.S. Have a book idea stirring? Whether you've published with us before, are still on the fence, or you're just beginning to wonder what that could look like, we'd love to hear about it. Click here to Explore Publishing with Redemption Press
