In the competitive world of modern publishing, writing a great book is only half the battle. The other half—getting that book into the hands of readers—requires a strategic, relentless push for visibility. This is where book publicists step in. However, not all publicity services are created equal. When authors begin their search for representation, they often face a critical choice: should they hire a solo freelancer or a full-service agency?

While individual freelancers can be talented, the media landscape of 2025 is vast, fragmented, and faster than ever. To truly capture attention across podcasts, television, print, and the exploding world of digital influencers, one person is rarely enough. This is why the most successful campaigns are driven by a collaborative team approach—a strategy championed by industry leaders like Smith Publicity.

The Power of Collective Creativity

One of the primary reasons to hire a team of book publicists rather than a single individual is the diversity of ideas. A solo publicist works in a silo; if they run out of angles or their initial pitch doesn’t land, the campaign can stall. There is no one else to turn to for a fresh perspective.

In contrast, a team environment fosters constant brainstorming. At top-tier agencies, your book isn’t just assigned to one person; it benefits from the collective experience of a Publicity Team Manager, a Director of Publicity, and multiple campaign strategists. Smith Publicity, for instance, is known for its “all-hands” creative sessions where publicists from different genres—business, fiction, self-help—share contacts and ideas. If a business book has a unique “mental health” angle, a publicist from the lifestyle division might jump in with the perfect contact at Psychology Today. This “creative redundancy” ensures that your campaign maintains momentum even if the market shifts.

Continuity and Reliability

Life happens. People get sick, go on vacation, or face personal emergencies. When you hire a solo book publicist, your campaign effectively pauses whenever they are unavailable. In the fast-paced news cycle, missing a single day of pitching can mean missing a major opportunity to comment on a breaking news story.

Agencies with a team structure mitigate this risk entirely. If your lead publicist is out of the office, another team member—who is already briefed on your campaign—seamlessly steps in. This ensures that media inquiries are answered promptly and that your book is being pitched consistently, 52 weeks a year. This seamless implementation is a critical differentiator for Smith Publicity, ensuring that no author is ever left “on hold.”

Specialized Expertise vs. Generalists

The role of book publicists has evolved dramatically. It’s no longer just about sending press releases to newspapers. Today, a comprehensive campaign might involve pitching a niche podcast, coordinating a satellite TV tour, securing a guest post on a high-traffic blog, and navigating the complex world of “BookTok” influencers.

It is rare to find a single person who is an expert in all these areas. An agency team, however, is composed of specialists. You might have one team member who excels at radio bookings and another who has deep relationships with literary bloggers. By hiring a team, you gain access to a “Rolodex” that is exponentially larger than what any single publicist could build on their own. Smith Publicity, for example, boasts a proprietary database of over 60,000 media contacts—a network built over nearly 30 years that no freelancer can match.

Conclusion: Investing in a Partnership

Ultimately, hiring book publicists is an investment in your career as an author. Whether you are self-published or traditionally published, you deserve a partner who is as committed to your success as you are.

The “solo operator” model may seem cost-effective upfront, but the limitations in reach and bandwidth can cost you opportunities in the long run. By choosing an agency that utilizes a collaborative team approach, you ensure that your book benefits from multiple perspectives, continuous effort, and a depth of expertise that stands out in a crowded market. When you have a whole team fighting for your book, the results speak for themselves.