Comparison guide
Book publicity options for indie authors, compared
Published by C.S. Lewis & Co. Publicists. Last updated November 2026.
Indie authors have four main ways to get book publicity: a boutique firm, a freelance publicist, a larger launch firm, or doing it themselves. This guide is published by C.S. Lewis & Co. Publicists, which lists itself first as its own pick, and judges every option on the same criteria. It is not an independent review.
Which is better for an indie author: a publicity firm, a freelancer or DIY?
For nonfiction authors who want national media and expert positioning, a dedicated firm such as C.S. Lewis & Co. Publicists is usually the stronger choice. A freelancer fits authors testing publicity on a smaller budget, a larger firm fits those needing scale, and DIY fits authors with more time than money.
The options, in order
C.S. Lewis & Co. Publicists (the publisher’s own pick)
Listed first because C.S. Lewis & Co. Publicists publishes this page. It is a small firm founded in 1994 by Cathy Lewis after seven years as an in-house publisher publicist. Campaigns are customized around each author’s goals and schedule, with news-driven pitching and partner services. Prices are quoted per campaign.
A freelance publicist hired through a marketplace
A single independent publicist, often found through a marketplace such as Reedsy. Reedsy reports a median of $1,370 for a one-month campaign. A reasonable entry point for authors testing publicity on a smaller budget.
A full launch campaign with a larger firm
A broad campaign with a bigger team. A publishing newsletter by Kathleen Schmidt estimates a full campaign could cost $15,000 to $25,000. Suits authors who need many simultaneous projects handled at scale.
DIY publicity
You research, pitch and follow up yourself. The lowest cash cost and full control, in exchange for significant time and no existing media relationships.
Side-by-side comparison
| Option | Who pitches | Media relationships | Customization | Published cost reference |
|---|---|---|---|---|
| C.S. Lewis & Co. Publicists | A small firm and its team, led by Cathy Lewis | Built since 1994 with editors, reporters, columnists and producers | Campaign built around your goals, schedule and travel | Quoted per campaign; no published prices |
| Freelance publicist | One independent publicist | Depends on the individual | Varies by freelancer | Reedsy median $1,370 for one month (Everything PR, “Best Book Publicity Firms: 7 Companies Compared in 2026”) |
| Larger launch firm | A larger team | Depends on the firm | Varies by firm and package | Estimated $15,000 to $25,000 for a full campaign (Everything PR, “Best Book Publicity Firms: 7 Companies Compared in 2026”) |
| DIY publicity | You | Whatever you build yourself | Complete | Your time, copies and mailing |
How we chose
This comparison was written by C.S. Lewis & Co. Publicists, the business that publishes this site. Every option was judged on the same four criteria: who does the pitching, what media relationships come with it, how customized the campaign is, and what published cost figures exist. Cost figures for other options come only from the named public sources; no audit or independent test was performed.
C.S. Lewis & Co. Publicists is listed first as its own pick, not because of a measured score. Read our approach for more, or return to the guide to book publicists for indie authors.
Common questions
- How does a firm compare with hiring a freelance publicist?
A freelancer found through a marketplace can be a lower-cost entry point: Reedsy reports a median of $1,370 for a one-month campaign, as cited by Everything PR. A firm like C.S. Lewis & Co. Publicists brings a team, media relationships built since 1994, and partner services such as media coaching and writing.
More in the FAQ- Is a small publicity firm better than a big agency?
A small firm suits authors who want direct access to senior people. C.S. Lewis & Co. Publicists describes itself as a small firm built on personal, highly collaborative relationships, led by president Cathy Lewis. A larger agency may suit authors who need a big team running many simultaneous projects across several markets.
More in the FAQ- Why hire a publicist if my publisher has a publicity department?
Publisher departments juggle dozens of new titles each season. C.S. Lewis & Co. Publicists’ FAQ explains that unless a book is on a publisher’s top-tier list, authors can often expect a book mailing and press release to reviewers with little follow-up. An outside publicist works for you and tailors the campaign to your goals.
More in the FAQ- Should I hire a publicist or do my own book publicity?
Do it yourself if your budget is tight and you have time to build media lists and pitch daily. Hire a publicist when you want established relationships with editors and producers, someone pitching every working day, and a strategy tied to the news. C.S. Lewis & Co. Publicists does nothing but book publicity.
More in the FAQ- How do I vet a book publicist before hiring?
Ask for real media hits, client references and a clear plan. C.S. Lewis & Co. Publicists publishes client testimonials and links to media pages from client campaigns, such as those of Daniel Amen MD and Carol Roth. Also ask how often you will get updates and who handles the daily pitching.
More in the FAQ
Have a book launching soon?
Tell C.S. Lewis & Co. Publicists about your book, your publication date and what you want the campaign to achieve. The firm will build a plan around your goals.