Just over a decade ago, the music industry was rocked to its core. The demand for great music remained unchanged, but the way in which music lovers were obtaining it was unlike anything the industry had seen before. Using file sharing sites like Napster, LimeWire, and eventually iTunes, people were able to get their music almost instantly (in the days of dial-up, 30 minutes was instant) – and for a lot less than the going CD price of $14.

While it took several years, the book industry has followed course, encountering major shifts in the way books are bought, sold, and publicized. From Amazon’s steady price lowering to the rise of the e-book, book lovers can now expect to receive their books faster, cheaper, and without the extra luggage weight.

The industry shift has affected nearly every aspect of book PR – from how publicists pitch journalists to the level of participation required on the author’s part. Cold calling has been replaced by carefully built relationships – strengthened through online participation. Book reviews have given way to bylined articles. And Joe’s Blog* – with dedicated followers numbering in the several thousands – can now have greater impact on book sales than a segment on CNN.

Through the changes, six new truths of book publicity have emerged:

1. Writing is required. Shrinking newsrooms paired with the public’s increased appetite for content has opened new doors for authors to contribute bylined articles. Pair this with the decreased capacity for writing or running reviews, and bylined articles have quickly become one of the primary means by which books are covered. While a healthy mix of interviews, excerpts, and reviews is certainly the goal of any book campaign, business book authors should prepare to write anywhere from two to 10 bylined articles, ranging from 500 to 2,000 words each.

Helpful hint: start writing early, during the galley phase, before activity kicks into high gear.

2. Social media matters. In the past, an author could squeak by with a website and an occasionally maintained social presence. Now, as journalists increase their social media participation, authors have the opportunity to make meaningful connections with journalists online – potentially leading to coverage of their book. In addition to forming better relationships with key journalists, social media also allows authors to interact directly with their readers and potential readers.  Authors should rest assured that the time and effort it takes to cultivate these relationships online often pays off tremendously.

Helpful hint: start small, focusing your efforts on building relationships with key influencers and media members with whom you share similar interests.

3. A (well-designed) website adds credibility. When a reader or member of the media wants to know more about an author or a book, they do a Google search. They then find one of two things: a series of questionable links, mixed with a few links to Facebook or LinkedIn, or the author’s website listed at the top of the search and followed by links to the author’s blog, client list, and author video. Not only does a website boost credibility and make it easier for people to learn more and connect with an author, it gives the author a call to action when giving an interview or contributing a byline: “If you’d like to learn more about XYZ, go to www…”

Helpful hint: consult your publicist when building out or revamping your website ahead of book launch. He or she may be able to advise you as to how to make the site more media-friendly.

4. Author videos or book trailers are expensive, but worth it. The first thing a producer asks when considering booking an author for an interview is, “Do you have any video?” The producer is looking for a few things: first, is the author knowledgeable about the topic? Second, is he interesting? Concise? Compelling? Charming? Well-spoken? Your author video should portray all of these things.

Helpful hint: shoot the video like an interview. Producers want to see how quickly and concisely you can answer questions. They don’t need to see you speak for five minutes straight (when has that ever happened on CNBC?).

5. No outlet is too small. Bloggers are powerful. With dedicated followers and complete freedom to express opinions, a strong review on a small blog can often have a greater impact on book sales than a 30-second segment on a major TV network.

Helpful hint: don’t pooh-pooh smaller outlets because you don’t recognize the name. If it is at all feasible for you to do the interview or write the guest post, do it.

6. It’s not about the book. In our 24/7 news cycle, producers and editors are interested in authors who can comment on what is happening in the news that day. Opportunities of straight book coverage in print or broadcast are far outnumbered by the opportunities to weigh in as an authority on a topic in the news. In promoting a book, authors and publicists must look for news angles on which the author can comment, using the book to build credibility for the author as an expert.

Helpful hint: carefully monitor the news for breaking stories that you can weigh in on.

As we continue to watch how the industry shifts, authors who are able to adapt to the new rules of book publicity will fare significantly better than those trying to operate in the era of dial-up, fax machines, and rolodexes.

*Fictitious blog created for the purpose of illustrating a point. Although, I’m sure there is a “Joe’s Blog” out there.