BOOK PUBLICITY

By: JAMES L.HORTON

Public Relations Case study Analysis

Submitted By: Paridhi Sharma

PGDM Marketing Communications (2013-15)
Roll No. : 28

Parties Involved

1. Primary

Mr. Vining ( The Author)

Ms. Williams ( The Publicist)

The Publisher of the book The Senator

Mr. Viningss Lawyer

The General Council

2. Secondary

Mrs. Vining

The film production house that bought the rights to the movie based on The
Senator

The readers and followers of the author and his work

Probable courses of Action

The following are the two possible scenarios that can happen with respect to the current
predicament of Mr. Vining. With the latest issue that has come up, wherein NBC is seen to be
publicizing negative and false information about him, these are the two paths that can be taken.

1. Postponing the Book Launch by 2 Weeks

Pros

Cons

Association of the controversy fades The Publisher will resist this

Managebale financial losses - as
option as they might lose money
comperd to if the book launch is

The general public might forms

shelved
a
strong negative opinion about
More time to train Vining to tackle
the
author during this period
the media effectively
This period could result in more
Reduced risk that the book sales
controversies about the author
might nnotpick up due to the
by various sources of media
controversy
More time to investigate and justify
the claims made by NBC

Steps Involved in Adopting this Strategy

The strategy to be followed here could involve activities and promotions done in a monologue.
The author could speak about the book and his research associated with it. Because exposing the
author to an interaction with the fans and other receivers could be risky and lead to further
controversy, thus, the following PR tools can be used in this scenario

Web Casts This will help in taking the attention away from the controversy and
focusing more on the book and its theme

Video Releases Playing with the idea of the book being based on corruptions in the
political world, the author could talk to the media about his journey as a writer and what
inspired him to write this particular book. This could change the way people perceive
him and build a strong and positive image in their minds, as they may think of him as a
person who is against corruption and thus help him look like a hero.

Media Tours With two weeks in hand the author could be sent to interact with the
publics via a spokesperson.

2. No Change Book Releases as per Plan

Pros

Cons

The controversy might help in

selling the book

Due to the volaitality of the

situation there is a high risk that
Mr.Vining could make a
controvercial comment that might
hamper his image and hence
affect the book launch

The author could gain the

sympahty of the public by making
public appearances and could
come across as a confident
individual who is truthful.

Media attention could be diverted

from the book

Steps Involved in Adopting This Strategy

Press Conference - This should be organized with the book launch, discussions solely
based on the book, the questions related to the controversy can be chosen as not to be
answered. The author could announce that he is officially barred from talking about the
controversy as the matter is still in court and investigations are being made

Talk Shows and other Appearances This would showcase the author as an individual
who is confident to stand by his book and ready to face the world with his head held high.
A talk show is risky, but if executed in the right manner, it could build tremendous
amount of trust in the minds of the people.

Avoid Taking a Defensive Stance - This has to be followed with respect to all the
matters related to the NBCs false claims. If the author goes ahead and officially proves
that the claims are false , then it can be discussed on various forums and platforms