Background

James O. Brien is a fresh and dynamic American who is living in Delhi for the past 8
years, with unsullied and unique insights for living life to the fullest and achieving set
goals.

These, he has distilled into an inspirational fiction book of wisdom titled “The
Foundational 12P’s of Vision Empowerment”

The book is set to hit the Indian market and requires a Public Relations Campaign plan
including an Activity Calendar to make desired impact.

Campaign Objectives

 Effectively penetrate Indian bookstands starting from Delhi and then spreading out
to various metropolitan cities then the whole country.
 Position author as a fresh and influential inspirational speaker.
 Grow author’s visibility.
 Create media buzz towards actual book launch event.

Tools to be used
1. Join Book Discussion Sites: Sites such as www.booktalk.org and
www.bookspot.com/discussion/ will provide the author a chance to interact with a
very targeted group of people and that to free of cost.
2. Reviews from Opinion leaders: Famous personalities like journalists like Barkha
Dutt, or politicians or sports persons etc. should be approached and some reviews
from them can be taken. It would prove to be one of the most effective tool but a
difficult one at the same time.
3. Pamphlets: 1 page excerpts and Author’s bio should be distributed during the
launch and should be made available on various bookstores and places like Ice-
Cream Parlors and coffee shops. The same should be available in e-format on
blogs, website and social networking sites.
4. Physical Placement of 12 Ps: Gigantic Ps should be placed at 12 strategic
locations throughout Delhi. Buzz should be created about these Ps and the title of
the book. Some small posters can be put in book stores and public libraries.
5. SMS and e-mail marketing: It is one of the cheapest tool. These can be
effectively be used to inform about the book and its launch. For more effectiveness

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 it should be done at least twice on the same data at a week’s difference so as to
increase impact.
6. Blogs: The author should create his own blogs on various websites such as
www.blogger.com. It would increase his visibility and would give people a chance
to interact with the author.
7. Website: It is more of a necessity to have a website these days. It should contain
Author’s background, short excerpts from the book, few videos of the Author
motivational speaking should be included. Search Engine Optimization should be
done to increase visibility on search engines like google.com and bing.com.
8. Online Purchase: Internet should be used to not only promote the book and
author but also for final purchase. It should be possible from all the blogs, social
networking sites, websites etc. to actually make payment. The purchase option
should include both e-format and printed one couriered to the buyer.
9. Social Networking Sites: Sites like www.facebook.com and www.twitter.com
should be explored. Not only personal pages of Author should be made but also
“Fan Pages” in the name of the book should also be there. Effort should be made
to get some exciting and positive comments anticipating the book (before launch)
and reviews of the book (after launch). The fan page must contain links to other
profiles, blogs, websites etc. It should also contain an “Order Now” tab which
would immediately redirect to the websites payment gateway for immediate
payment and purchase.
10.Television: Utilize TV program platforms such as Evening Live Show by getting
author to speak on the show. This should be done before the actual launch of the
book to create buzz and should be continued even after it.
11.Radio: Talk to famous radio jockeys over popular stations. This should be done
before the actual launch of the book to create buzz and should be continued even
after it.
12.Press: Place PR write-ups in leading National dailies. Feature on Book-Review
segments of prominent journals and magazines.
13.Book Launch Event cum Party:
a. An auditorium like India Habitat Centre can be booked in Delhi and a
formal book launch should be organized.
b. The event should start at 4:30 PM and go on till 8:00 PM on Friday so that
people can attend it on their way back from office.
c. The Author should talk about his book.
d. He should distribute Business Cards and Bookmarks to people.
e. Around 10 Discount coupons can also be distributed to the lucky ones.
f. During the event some books can be distributed for free (but very limited in
number and to guests only)
g. Books should be available for immediate purchase.

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 h. High Tea can also be arranged for the audience as a token of thanks for
coming.
i. Author, during the Tea should mingle around with people as it would
increase his popularity.
j. Have some photos and videos that can be uploaded on websites, blogs, and
facebook to increase the hype.
14. Book Signing events: Relatively small but more frequent book signing events
should be organized after the launch. Local coffee shops and Ice-cream Parlors
should be contacted for it as they welcome the event in anticipation of increased
sales due to the traffic. Weekends should be preferred as people are relatively
free and therefore willing to come.
15. Public Speaking: Efforts should be made to attend and speak in any seminars
and conferences that are in any way related to the title and content of the book.
This should be done throughout the campaign as it would increase the visibility of
the author. He should network with as many people as possible try to softly
promote his book.

Activity Calendar
The whole PR campaign will be spread over duration of 90 days. The above mentioned
tools should be used in the following order and manner.

DAY 1: The website should be uploaded.

DAY 3: All the blogs should be online. It would now include continuous updating the
website at least once a week and interaction with the viewers.

DAY 4: Profiles on Social Networking sites should be created. This again would require
continuous interaction and frequent updating.

DAY 5: Book discussion sites should be joined. This will require maximum interaction as
it has the target audience at one place.

DAY 7: The gigantic Ps should be placed throughout the city in 12 strategic locations.

DAY 8: Pamphlets should be made available in various book stores, libraries etc.

DAY 11: At least 4-5 reviews from opinion leaders should be obtained.

DAY 13: First round of e-mail and SMS marketing should be initiated now and must be
completed by DAY 16.

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DAY 14: Press write ups should be sent out and should continue throughout the
duration of the campaign.

DAY 15: Talking on Radio and TV talk shows should be initiated. It would continue
throughout the duration of the campaign.

DAY 16: Start public speaking in the form of attending seminars and conferences,
judging competitions etc. It should include networking and should continue till the end of
the campaign.

DAY 17: All the websites, blogs, social networking sites etc. should primarily focus on
the launch from now on.

DAY 22: The second round of e-mail and SMS marketing should be initiated and be
completed by DAY 25.

DAY 29: Final round of e-mail and SMSs should go as a last minute reminder of the
book launch.

DAY 30: The book launch party should be organized.

DAY 32: Videos and photographs of the event should be uploaded on websites, blogs,
social networking sites etc.

DAY 42: From now on regular book signing events should be organized on weekends at
different locations in the city. This should continue for the remaining period of 48 days.

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 Public Relations
Assignment
On

Book Launch

Submitted by: Aditya Pratap Singh – 50012

BBS 1-A

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