Authors who have little owned media may need to focus their efforts on people and organizations they know who do have strong platforms and can help spread the word about their book. Think of it as the Oprah effect.

Try to avoid reaching out to celebrities or big names to whom you’re just another stranger (trying to ride their coattails of fame); instead, reach out to people who know you, have familiarity with your work, and are likely to pick up the phone or answer the email when you show up on their doorstep. If you have a very long lead time, you can build relationships with communities and influencers long before your book releases.