Most authors think of speaking engagements and media appearances as marketing for their book.

They're not. They're something different—and far more valuable.

Here's the reality: a podcast interview doesn't sell books directly. A keynote speech doesn't drive Amazon rankings. A TV appearance doesn't guarantee bestseller status.

But they do something more important: they create visibility that feeds multiple channels simultaneously.

Understanding how speaking, media, and books actually work together is the difference between authors who build sustainable careers and authors who chase one-time spikes.

The Misconception: "Media = Book Sales"

Most authors approach media with this logic:

I do a podcast interview → listeners hear about my book → they buy it → my book sells more.

It's linear and simple. It's also mostly wrong.

Here's what actually happens:

A podcast listener hears about your book. Then:

• Some buy immediately (10-15% conversion)
• Some add it to a wishlist (20-30%)
• Some forget about it (50-70%)

Of the ones who buy immediately, many are already predisposed to buy (they listen to podcasts about your genre, they follow the host, they're in your audience).

The direct sales bump from a single media appearance is usually modest. A podcast can generate 50-200 book sales if it's a quality show with good host promotion.

But that's not where the real value lies.

What Media Actually Does (And Why It Matters)

Media appearances are valuable for reasons that don't show up in direct sales metrics:

1. Credibility Transfer

When you appear on a podcast, TV show, or media outlet, you inherit some of that outlet's credibility.

A listener thinks: "If this host had them on, they must be worth listening to."

This credibility transfers to your book, your speaking, and your overall platform.

2. Search Behavior Activation

Media appearances create search behavior.

After hearing you on a podcast, listeners might:

• Google your name
• Search your book on Amazon
• Look for your website
• Check your social media

This search behavior happens days or weeks after the podcast airs (if it's pre-recorded) or immediately (if it's live).

From Amazon's perspective, this is high-intent search traffic. The algorithm notices.

3. Conversation Generation

Media appearances create social media conversation.

The podcast host shares the episode. Listeners share clips. People tag you. Your book gets mentioned in comments.

This creates ambient visibility that feeds into recommendations, algorithm ranking, and sustained interest.

4. Downstream Opportunities

Media appearances create opportunities you can't predict:

• Another podcast host hears you on a competitor's show and books you
• A speaking event organizer discovers you through media coverage
• A publisher or agent takes notice
• Business opportunities emerge (consulting, coaching, corporate work)

Media appearances are seed-planting, not direct marketing.

Speaking Engagements: A Different Dynamic

Speaking engagements work differently from media because there's direct interaction and immediate sales opportunity.

What Speaking Actually Does

At the Event:

• You build direct relationships with 50-500 people
• You sell books directly (if you have them available)
• You collect emails and contact information
• You make memorable impressions

Post-Event:

• Attendees talk about you to friends
• Event organizers recommend you to other events
• Your name circulates among a specific community
• Media coverage of the event drives awareness

Speaking Sales Reality

A 200-person keynote might result in:

• 20-50 books sold directly
• 50-100 people who buy later (after thinking about it)
• 30-50 people who sign up for your email list
• 5-10 people who book you for future speaking

The direct sales are real but modest. The network effects are valuable but invisible to most metrics.

Why Speaking Matters for Books

Speaking is one of the most underutilized book marketing tools because it's not directly trackable.

But consider:

• A local author doing 4-6 events per year reaches 500-1,000 people
• 10-15% of those people buy the book
• Another 20-30% buy later
• Word-of-mouth spreads beyond the event

Over a year, this adds up. But it requires consistency and strategy.

How They Work Together: The Multiplier Effect

Here's where it gets interesting: when you combine media + speaking + books, the effect is multiplicative, not additive.

The Scenario

You're a business author. Here's a strategic sequence:

Month 1:

• You pitch yourself to 5-10 podcasts
• You get booked on 3 podcasts (they air over the next 2-3 months)

Month 2:

• Podcast episodes start airing
• Listeners search for you, find your book
• Amazon algorithm notices the search traffic
• Your book gets slight visibility bump

Month 3:

• You do a keynote at an industry conference (500 people)
• You mention the podcast appearances in your talk
• You sell 50 books at the event
• Event organizers promote your keynote on social media
• This drives more podcast listener interest

Month 4:

• Second wave of podcast episodes air (from month 1 bookings)
• Listeners have already heard about you at the conference
• Search traffic increases
• Book sales increase
• More event organizers book you based on conference success

Months 5-6:

• You're now booked for 4-5 more speaking events
• Each event drives awareness, creates opportunities, generates sales
• Media appearances continue to feed visibility

The multiplier: Each channel (podcast, speaking, media) amplifies the others.

The Visibility Pyramid: How These Actually Work

Think of visibility like a pyramid:

Top (Spike): A viral moment or major media appearance

• TV segment, major podcast, trending social media
• Generates 1,000-10,000 immediate sales
• Attention lasts 1-2 weeks

Middle (Sustained): Regular media + speaking + community

• Consistent podcast appearances (monthly)
• 4-6 speaking engagements per year
• Active social media community
• Generates 100-500 monthly sales
• Attention lasts months

Base (Foundation): Books in bookstores + word-of-mouth + algorithm

• Print books in independent bookstores
• Positive reviews and ratings
• Amazon algorithm recognition
• Word-of-mouth recommendations
• Generates 50-200 monthly sales
• Attention lasts years

Most authors focus on the top of the pyramid (the spike). They chase viral moments or major media.

Sustainable authors build the base and middle, then the spikes have more impact because the foundation is solid.

The Timing Question: When Do These Channels Matter?

Different channels matter at different stages:

Pre-Launch

• Media and speaking are hard to do when you don't have a book yet
• Focus on building audience and credibility
• Small speaking opportunities and podcast appearances are easier

Launch Week

• Media appearances matter more (fresh news angle)
• Speaking is less relevant (you need to be tied to events)
• This is when direct sales spikes happen

Months 1-3 Post-Launch

• Speaking engagements start to matter (you're "new" and promoted)
• Media appearances continue
• Book sales should peak during this window

Months 4-12 Post-Launch

• Speaking becomes primary visibility driver
• Media appearances are secondary
• Bookstore placement and word-of-mouth keep sales steady

Year 2+

• Speaking is primary
• Podcast appearances are ongoing
• Book sales become steady backlist revenue
• Speaking and consulting become primary income

The Author Platform Question

Here's where this gets strategic: speaking and media require platform.

Platform means:

• A media-friendly story ("I went from failure to success," "I discovered this counterintuitive insight")
• Expertise or credibility in a specific area
• Audience alignment with podcast listeners or event attendees
• Professional presentation ability

You can't fake platform. But you can build it:

1. Do the work that makes you credible
2. Document the journey (blog, social media, articles)
3. Build small audience (email list, social following)
4. Start with small media (local podcasts, guest articles, niche outlets)
5. Speak locally first (conferences, meetups, community events)
6. Scale as credibility grows (bigger podcasts, bigger stages)

This takes time. But it's the only path to sustainable visibility.

What Publishers Can't Do (And Why This Matters)

Traditional publishers have publicists. They pitch media. They book podcast appearances.

But here's what they can't do:

• Create your speaking platform (you have to be a credible speaker)
• Make you quotable or interesting (that's on you)
• Build your audience (that's your work)
• Make you comfortable on camera (that requires practice)

What they can do:

• Make introductions to podcast hosts, journalists, media outlets
• Help craft pitches that make you interesting
• Coordinate scheduling across multiple media appearances
• Leverage media coverage for additional opportunities

Hybrid publishers (with in-house PR teams) can do these things well. They can also help you think strategically about how to sequence media and speaking for maximum impact.

The Real Value: Long-Term Career Building

Here's what media and speaking actually build:

1. Credibility (you're recognized as an expert)
2. Network (you meet other speakers, hosts, journalists, and event organizers)
3. Audience (people follow you because they've experienced you)
4. Opportunities (speaking leads to consulting, consulting leads to books, books lead to more speaking)
5. Sustainability (speaking income can exceed book income)

Most authors underestimate #4 and #5 because they're focused on book sales.

But for authors thinking long-term:

• Your first book enables speaking
• Speaking creates consulting opportunities
• Consulting builds audience
• Audience enables second book
• Second book enables bigger speaking

This is the virtuous cycle that sustainable author careers follow.

Questions Authors Should Ask

If you're planning a book launch or building author platform:

1. What's your media-friendly story? (Why should podcasts have you on?)
2. What communities would want you to speak? (Where's your natural audience?)
3. Do you have 4-6 speaking opportunities lined up for year one? (If not, start building relationships.)
4. Are you pitching to podcasts proactively? (Or waiting for your publisher to do it?)
5. Are you building an email list from media appearances? (This compounds over time.)

The Bottom Line: Media and Speaking Are Platform Builders

Media and speaking don't directly sell massive quantities of books (usually).

But they build the platform, credibility, and network that enable:

• Long-term book sales
• Speaking income
• Consulting opportunities
• Second and third books
• Sustainable author careers

Authors who understand this think differently about their book launch. They're not chasing one big media hit. They're building relationships and visibility over time.

The Agency at Brown Books helps authors develop media strategies and speaking platforms that complement their book launch. We pitch you to podcasts, help position your story, and coordinate media appearances as part of a larger visibility strategy.

Joanna Stone is the Managing Director of The Agency at Brown Books, where she leads public relations and digital marketing for authors. She specializes in building success stories that sell books and careers by pairing smart media strategy with modern digital campaigns.