Words and Pictures with Liz Scott
Common promotional pitfalls, why community matters and top tips from an award winning publicity consultant
This week we’re joined by publicity consultant Liz Scott who shared common promotional mistakes made by authors and illustrators, why community is so important as well as her top tips for how to promote your book.
Liz Scott is an award-winning Manchester-based children's and YA book PR and consultant with 20 years' experience working with UK publishers to deliver creative, impactful campaigns from picture books to young adult.
She is a co-founder of the Children’s Books North network, treasurer of the Publishers’ Publicity Circle and was this year shortlisted for the inaugural Bookseller Future Book Freelancer of the Year award.
What do words and pictures mean to you?
A fairly massive question to kick us off! Words and pictures represent what’s at the core of children’s books – providing first experiences of empathy, joy, understanding, humour and literacy.
What would it be helpful for aspiring writers and illustrators to know about the role of marketing and publicity in publishing?
Marketing and publicity look after what is often the most visible part of the publishing process and are a first port of call in supporting authors and illustrators through publication.
In very practical (and slightly reductive!) terms – marketing look after paid for opportunities (advertising, paid promotions, collaborations …) and publicity look after free opportunities (reviews, interviews, events …).
The lines between these are often very blurred though, particularly as we have a greater emphasis on non-traditional media with social media and influencers.
You co-founded Children's Book North, why was it important to you to set this up?
There are so many individuals, indie publishers and organisations who have been championing creatives in the North for many years.
We really wanted to provide a network which helped to bring everyone together to support authors and illustrators in the North but to also really champion the importance of regional diversity in publishing.
It’s been incredible to see the response from across the industry – I’m so excited to see what Emma and Rebecca have planned for CBN for 2025!
What is the number one thing authors and illustrators can do to promote their books?
Its very hard to think of just one thing! I’d highlight the importance of networking – whether that’s online or, if you’re able, in person. Start conversations, attend book events and festivals in your local area, spent time in your local indie bookshops, sign up for newsletters.
Arm yourself with information about the industry, support fellow creatives, nurture relationships; surprise opportunities can come from being in the room (even virtually).
What is the biggest mistake authors and illustrators make around marketing and publicity?
I think there’s often a belief that when you’re starting out you have to have a presence across all social media platforms to be reaching audiences. I don’t think that’s the case. If your heart’s not in it, or you’re spread too thinly then your content will come across as purely promotional – which it probably is!
I think time is better spent in the place you feel most comfortable fostering relationships, supporting and sharing good news from others, and building an authentic conversation. Your community will be much more likely to celebrate your good news with you when you share it.
What advice about the industry would you give someone who is publishing a debut children's book?
Its helpful to focus on the fact that you and your book are unique – only you could have told your story in your way. Its so easy to get caught up in the trap of comparison and to worry about reviews and accolades. Better to remember that your book will be the exact right book for the exact right reader.
Is there anything you'd like to see changed about the publishing industry or about publicity and marketing in the industry?
I’d like to see a renewed commitment to ways of encouraging people from under-represented communities into the industry – whether that’s people from ethnically minoritised communities, low socio-economic groups, regional or disabled communities.
Organisations such as Creative Access and mentor schemes such as the Children’s Books North programme are doing great things to support people into the industry but more can be done.
The hugely important annual CLPE Reflecting Realities survey into minority ethnic characters in children’s books reported a drop in representation this year for the first time in its history.
For true diversity to be embedded in publishing rather than being viewed as a trend we need to see diversity in agenting, commissioning, promoting, budgeting … all areas of publishing.
How can authors and illustrators help their publicity and marketing teams to promote their books?
By communicating and collaborating. The very best publicity campaigns happen when the PR team and the author or illustrator meet half way and working as a team – sharing ideas, jumping on opportunities, voicing worries and generally supporting each other.
You can find out ore about Liz on her website, Bluesky or Twitter.
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