When it comes to getting your book in front of readers, a great story and a beautiful cover aren’t enough.

That’s the message PR coach Lilian Sue shared in our conversation on this week’s Project Seed Money Podcast. Drawing from more than a decade of publicity experience, Lilian’s mission is clear: help authors not only create powerful media campaigns, but also overcome the fears that keep them from sharing their stories.

Unlike many publicists who run campaigns for clients, Lilian teaches authors to build and launch their own — equipping them with strategies, tools, and mindset shifts so they can confidently advocate for their books long after the coaching ends.

Mindset First, Strategy Second
Lilian explained that the biggest challenge for many authors isn’t the “how” of publicity — it’s the fear of visibility. Fiction authors especially often want to “let the book speak for itself,” avoiding the personal storytelling that makes media coverage truly effective.

“We put parts of ourselves into our books,” Lilian says. “Readers want to know the story behind it — why these characters, why these themes, why this genre?”

By working through fear and anxiety, Lilian helps authors show up authentically, whether it’s in an interview, a speaking engagement, or on social media.

Build Your Ecosystem Before You Launch
One of the most common pitfalls Lilian sees is authors getting media coverage without anywhere to send new readers. If you don’t have a website, newsletter, or incentive for people to follow you, the buzz fizzles quickly.

Her advice: start thinking about PR as you’re finalizing edits. That gives time to prepare advanced review copies, connect with the right podcasts and blogs, and build a launch strategy that also works long-term.

Avoid the Red Flags
Not all PR help is created equal. Lilian warns authors to run if a publicist:

• Doesn’t ask questions about your goals and audience
• Makes unrealistic guarantees (“We’ll get you in Forbes!”)
• Seems uninterested in your specific project
• Refuses to share strategy or ideas

Instead, look for someone who communicates clearly, understands your genre, and is willing to collaborate.

Questions to Ask Before You Hire

• Have you worked with authors in my genre?
• How do you structure timelines and scheduling?
• How often will we check in?
• What kinds of media coverage do you focus on?
• Do you also help with speaking gigs or event opportunities?

For Authors Who Are Afraid to Start Writing
Even if you’re still in the idea stage, Lilian encourages you to write for yourself first. “Nobody has to see it. You don’t even have to publish it. If the story sticks in your mind for months or years, that’s when you know it’s worth getting down on paper.”

Her own fiction projects often start with a dream or a song that sparks a scene — and she writes them down before they fade.

Whether you’re an author looking for your first podcast interview or someone still afraid to put words on the page, Lilian’s advice is the same: start now, start small, but start.