In my previous post, I introduced you to my rising-star of a publicist, Tatiana Radujkovic. But, as I have learned over the past two years, she is far from the only talented individual working at Blackstone Publishing.
Francie Crawford is a book marketer, sports fanatic, and self-proclaimed nerd. Born in Chicago, raised in Texas, and based now in New York City, she has a vast love for the tastes, trends, and teams of all three (but mostly Chicago sports. Go Cubs Go!). In her six years in the publishing industry, she’s worked with all kinds of authors and books, but her favorites have been fantasy, romance, and thrillers. She can often be found at the movies, in the parks of the city enjoying the sunshine, or at her local bar with a book in her hand.
Brianna (Bri) Jones is a marketer by day and a coach/bodybuilder by night. (Which means she could easily beat the crap out of my novel’s protagonist). Though born in Washington and raised in Southern Oregon, in her heart she’s a city girl. New-ish to the publishing industry, she has quickly found a love for it. Nonfiction used to be what she preferred, but ever since starting at Blackstone, she can’t turn down good thriller.
Combined, they complete the team that is dedicated to positioning my novel for success in a market that is flooded with new titles on a daily basis. They are also the first ever dual interview I’ve done for Beyond Words, and I couldn’t be happier to share their insights.
Last month I interviewed your colleague, Tatiana Radujkovic. I met you two on the same conference call as Tatiana, so can you explain your role in my marketing/PR team?
Francie: For this campaign, my role is mainly to assist Bri with any guidance she needs! She is an extremely fast learner with great ideas and passion for books, and has eagerly and expertly taken lead on campaigns like this one. I’m here to share experience and help her get it done for this book, and it’s a pleasure to be a part of it!
Bri: I am going to be spearheading all your Marketing efforts! “The Recruiter” is one of my first BIG campaigns. Super excited to bring this one out to the world!
I know you’re both newer to the industry, but how has book marketing changed from even as recently as five years ago?
Francie: As the last five years have been tumultuous worldwide, publishing has had its fair share of shake ups in that time as well! I started at entry level back in 2018, and it was a much different industry then. When the pandemic hit in 2020, digital marketing and online resources became a much bigger player in the game. Parents were homeschooling their kids, bookstores were closed, and the need for finding ways to reach consumers without face-to-face interaction changed the way we do a lot of our promotion. With partial returns to office and remote work becoming commonplace, it also changed the way we interact and collaborate internally. With the world returning to a “new normal”, it’s starting to settle back toward what it looked like before, but a lot of what we learned when we were scattered to the winds has stuck with us! It’s been interesting being a part of the transition, to see what people react positively to, and to see the joy of getting back to reading together.
Every author wants their book to generate “buzz.” What is that, and how much control do you have over that versus what just happens organically?
Bri: When I think of “buzz” I think of getting people excited about your book or talking about it. In Marketing we have some control by how much we are putting it in the right audience’s face… but I would say past that things happen much more organically by word of mouth, or reviews!
“Platform” is another word new authors hear a lot, and it’s one we tend to dread. It’s understood that a platform is key for nonfiction, but more and more it’s becoming important for fiction as well. How much does that really matter, and is there anything an author can do to build what might be a small social media platform (cough–like mine–cough)?
Bri: I think creating a community on social media with your fans is incredibly important. People, well at least I do, enjoy seeing what their favorite authors are up to… behind the scenes of their life, etc. I think being your true authentic self and showing up how ever that is.. messy or whatever, helps build your community.
I asked Tatiana this question and she seemed to really like it, so I’ll ask the same of each of you: What is the coolest thing you’ve ever had the chance to say about your job?
Francie: My job is extremely cool; it’s hard to pick just one moment! I think for me, it would have to be getting to work at Comic Con and other trade shows. I love being in the booth and getting face time with passionate readers, meet authors in person, see friends from previous roles, and occasionally at Comic Cons, don my own cosplay and explore the show floor!
Bri: I LOVE my job at Blackstone… I’ve had a few roles here, so its hard to pick one. But, I would say the coolest part about my job is how hands on I get to be with helping bring people’s amazing stories out into the world!
Time’s yours! I’d like to thank you both for being the first dual interview to appear on the Beyond Words blog, so please take this opportunity to say whatever you want. Plug an upcoming project, share your favorite commercial of all time, or just vent about annoying debut authors and all the questions we ask.
Francie: Bri and I will be working the booth at the LA Times Festival of Books the weekend of April 20-21. If any readers are in the LA area, come by and buy a book! We’ll have fun swag to give away and a couple of Advance Reader Copy Drops and Author Signings in booth, and would love to see any fans of our authors there!
Bri: Echoing Francie here! Would love to see and give out some swag to all the fans of our authors.
The energy from these two has been contagious, and I feel it in every email exchange. Thank you both for everything you do!
Look forward to this for alls it’s content and eye opening conversations.