One way to get earned media is by hosting an in-person book event. For traditional publishers, securing TV, radio, newspaper, and other types of media coverage—in any city—is much easier when the author is visiting, signing, and reading at a local store or library. However, events rarely end up selling enough books to pay for the expenses involved with travel. Unless your publisher is footing the bill, be conservative with the events you plan and only travel if you can be assured of turnout.

For ideas and help with in-person events:

• Get More Speaking Engagements as a Self-Published Author
• Tips for Selling More Books at Events on a Budget
• Plan a Book Reading That Delights Your Audience
• Use Swag to Support Your Book Marketing
• 5 Steps to a Killer Book Talk
• Promote Your Book with Your Values (applies to both in-person and online events)
• Selling your book at conventions: this is a must-read for SFF authors