Spurring Conversation Around a Theologically Rich Book
How does an author build momentum for a new book covering a deeply theological subject?
They ask their communications partner to develop a publicity campaign that focuses on their target audiences.
The Background
Storytelling plays a critical role in Guardian’s communications work, and we often come alongside authors to help them communicate the valuable content they share in their books. Increasingly, authors have realized that the creation and implementation of a strategic publicity campaign is an important component in raising awareness of their book, and that working with an outside agency helps them move the needle.
The challenge
A client turned to our team to manage the publicity campaign for the new book, Made in the Image of God, by Dr. David Dockery and Lauren McAfee, which was most appealing to a Christian audience interested in theologically rich concepts.
The strategy
Guardian’s strategy for the campaign was to highlight these concepts within the framework of our current culture in order to provide context for media outlets to share the information with their audiences. Throughout a six-month media relations campaign, Guardian counseled Dockery and McAfee on the best strategy and, subsequently, implemented a media relations campaign surrounding the publication of the book.
Guardian ensured that the long- and short-lead media relations campaigns of the book publicity campaign reflected the depth of the book, as well as its key messages. In preparation for each phase of media outreach, we created news releases, media pitches, custom media lists and worked with the authors to compile interview questions.
Identifying and approaching specific media audiences was key to the success of the book’s publicity campaign, and we explored media connections in the academic world, as well as seminary and denominational podcasts.
the outcome
As a result, Guardian’s publicity work on behalf of Made in the Image of God began with a long-lead campaign to media in the spring of 2023 that included outreach to trades, book reviewers, seminary publications and podcasts, and faith-related podcasts. The goal of the long-lead campaign was to enhance credibility for the book and provide media coverage that aligned with the publication date.
An early media win was the inclusion of Made in the Image of God in a media roundup in Publishers Weekly, with an online audience of 14 million annual unique users.
Our short-lead outreach to Christian and religion media outlets began closer to the launch of the book and continued for three months. Pitching Dockery and McAfee as the subject matter experts that they are to niche media was instrumental in securing interviews. Multiple interviews were conducted within the space of a few months, providing helpful repetition to consumers of Christian media.
As a result of Guardian’s efforts, Made in the Image of God resulted in 18 coordinated media opportunities for Dr. David Dockery and Lauren McAfee and 36 million potential impressions across both national and regional coverage. The opportunities included interviews on national radio shows, podcasts, prominent magazines and news websites, and broadcasts such as CBN World News.