Following is a general outline of the basic steps to take in promoting a title. A few of the steps are identified as optional, and a few are obviously appropriate only for nonfiction. The most brilliant publicity campaigns, of course, also contain original, one-of-a-kind elements. With those caveats, this document should provide a good start in developing publicity plans.

The timing revolves around the official publication date. This is the arbitrary date that you will list in your submission to Bowker for Books in Print. It is usually some time after books are expected to be printed and in stock.

Determine, as objectively as possible, the potential audience for the book. If it's nonfiction, who will benefit from the information? What other books have similar information, and why is this one better?

Make notes on how to reach the intended audience. Are there organizations that will help spread the word? Are there specific publications that target your audience? Is the book likely to be carried by libraries? The answers to those questions will not only help determine how marketable the book will be, but may also influence the final writing, editing, and design of the book. As random examples, you may want to credit an expert who can help you, and add an index to make the book more attractive to librarians.

Submit the title to the Library of Congress for PCN and, if appropriate, CIP data. Also submit to Bowker for Forthcoming Books in Print. (Bowker submission may be revised on-line later for changes in number of pages, etc.) Initiate detailed planning of the promotional campaign.

At this time, major editing should be completed. If you are combining elements of typesetting with the editing process, the format of the book should be taking shape. It should be very readable, even though finishing touches are still needed.

Ideally, you should prepare a "pre-galley," trimmed and bound in book form. If the typesetting is not far enough along for that, make neat manuscript copies, comb-bound or otherwise convenient to read. Send these with requests for cover blurbs or other endorsements. Also send them to editors of publications with whom you wish to discuss serial rights or other publication rights.

Bound galleys must be prepared and shipped to the major reviewers who need them. This means that editing and typesetting are in nearly final form so that the pages can be duplicated and bound. The cover art should also be in nearly final form so that color printouts or photos (of at least the front cover) can be included with the galleys. Generally, between twenty and fifty will be sent with pitch letters.

Galleys should also be sent to others who need advance information, including any trade distributor (if you have one) and major wholesalers.

Final proofreading, typesetting, and cover design should be completed as soon as possible, so that files may be created and sent to the printer.

Brochures or fliers should be prepared for any early publicity, but in relatively small numbers, because new materials will be needed when the reviews and other quotable comments start coming in.