Earned media (publicity) includes all the media coverage about your book, whether at big-name outlets or small-time blogs, in print, broadcast, or online.

Most authors focus too much time and energy on earned media, where it is by far THE most difficult area in which to succeed. One reason why: the number of media outlets that cover books is dwindling.

First-time authors may have a harder time securing earned media without a publisher’s help. It can be very relationship-driven or community-driven, with your success determined by how good of a network you have established over your career—or your skills at cold pitching.

One way to get earned media is by doing events; see events.