Today’s authors face unprecedented competition in the market. With self-published authors and indie press becoming increasingly popular, more and more writers are having to find their own pathways to successful book publicity and book marketing.

Author visibility is often left to the authors or their publishers, who may be creative and talented writers and publishing experts but have no experience in hiring a book publicist. Authors and publishers alike can benefit from the assistance of a savvy book publicist or public relations company to launch a publicity campaign that will garner the media attention necessary to become bestselling authors.

While excellent writing is still the foundation of book sales, PR has become a critical part of the book release life cycle. From building writer credibility, setting up book signings or creating a memorable author brand, publicists can help authors focus on their strengths — writing compelling content — and get their work in front of more people, such as book bloggers and potential book buyers.

Here, we dive into how to vet a PR firm and hire the right one to represent you as an author, getting more eyes on your book and skyrocketing your book sales.

Related: 4 Best-Selling Authors on How to Write and Sell a Book

Finding the right PR firm

It’s critical that authors take the time to find the right PR firm for their needs as writers. Not all PR firms are built the same. Some specialize in the needs of entrepreneurs and some focus on performers. As an author, you want to find a firm that understands the unique needs of writers and has a firm grasp of the ins and outs of the literary world.

Authors should talk to their fellow writers and see if any of them have referrals for PR firms that may specialize in book PR and helping authors get media coverage. There may even be firms that specialize in your particular genre, and firms with experience with your target audience will be better equipped to craft better campaigns.

Writers should also do their due diligence in researching PR firms online. Go beyond the firm’s website and read reviews and client testimonials. See if the firm has any case studies that will showcase its successful track record with promoting work similar to your own or helping authors become influencers and thought leaders in the literary industry. It’s also important to see if firms have strong media relations with outlets on your “target” list.

To vet a PR firm, reach out and gather initial information, such as data on successful book promotion campaigns, book tours or author representation. Interview PR firms as you would interview an employee because the relationship will be similar. Ask about media connections and campaign strategies, and see if they have any ideas right off the bat for effectively representing your book or body of work. Ultimately, you want to find a PR company that cares about the success of your book as much as you do.

Related: 10 Writers Who Turned Books Into Empires

Qualities to look for and red flags to avoid

There are several qualities that authors should look for when vetting a PR firm for a possible hire. Authors should always prioritize the qualities that align with their own goals and mission for their work and their personal work approach.

Track record with book and author promotion is of the utmost importance. If a PR firm doesn’t regularly represent authors or has no record of success with clients who are authors, it may not be the right firm to get media coverage for your book or get your book to the right audience.

An author should also look for a PR firm that has a deep knowledge of the literary industry and publishing. Campaigns are more likely to be successful when the PR firm is an expert in the target audience for your books and the industry you are trying to enter or establish yourself within.

The reputation of the PR firm is also crucial, which is why it is important to read testimonials and reviews during the vetting process. Seek out positive feedback from other authors who have used this firm, and also consider any negative feedback the firm has received from authors who used their services.

Any PR firm you consider as an author should have goals and values that align with your own. This alignment will give your publicists a better understanding of your work and how to promote it to your target market.

Learn to trust your instincts. If something feels “off” about a particular firm or its approach, it may be wise to consider other options. Red flags to avoid can include firms that make unrealistic promises to potential clients, like guaranteeing that your book will become a bestseller if you sign with their firm. A lack of transparency on the cost of services is another potential problem. PR firms should be clear about how much representation will cost. Lastly, if communication from the firm is poor, this should be considered a cause for concern.

Related: 5 Things This Self-Published Author Did to Sell Over 20,000 Books With Almost No Money

Making the right choice

With due diligence and heavy vetting, authors can find a PR firm that will represent them well and help them get eyes on their work. By considering the firm’s experience, industry know-how and past success, authors can find a firm that is a true partner, aligning with their goals and helping them have the career as a writer they’ve always dreamed of.

The future of publishing may just belong to authors who know how to leverage PR. Books can be a way to connect people and create community throughout the world. With talented PR professionals in an author’s corner, new connections can be made, the attention of the media can be gained, new audiences can be attracted and more people can hear the unique message and stories the author has created.