Publicity Campaign of the Year
WINNER ROSI CRAWLEY AND EMMA DRAUDE
The Hate U Give by Angie Thomas was a hit in the US before Walker Books brought it across the Atlantic, but its success in the UK’s crowded YA market was far from guaranteed. The publicity campaign from Walker’s Rosi Crawley and Emma Draude of ED Public Relations helped make it the biggest YA début of 2017, and one of its most talked-about titles too. The strategy quickly hit its core YA market, via work on social media
and with bloggers. But it also took the book into communities rarely rep- resented in fiction, pulling in a big audience for an event at London’s City Hall. Via coverage on the BBC and "Channel 4 News", and a "Radio 2 Book Club" slot, The Hate U Give crossed over into adult media too. Crawley and Draude made sure the book had broad appeal, ensuring that discussion of the narrative fed into topics other than the top-line agenda around race. “This is a great success story in a market where it’s not easy to make
an impact,” judges said. “It was a phenomenal campaign which achieved a huge amount of coverage and provided an outstanding base for the mar- keting and sales teams. They nailed everything they set out to do, and the community engagement made it extra special.” HIGHLY COMMENDED in this category is DUSTY MILLER at Pan Macmillan for her campaign for This is Going to Hurt by Adam Kay. The publisher had high expectations, with a serial deal and solid marketing spend in place, but Miller’s work ensured it reached as wide an audience as possible, using its emotional, humorous and political touchpoints to appeal to different sections of the media. Live events and social media were integral parts of the strategy. The book’s sales across all platforms had reached six figures by the end of 2017. “Dusty and Pan Mac really turned the dial on this campaign . . . It exceeded expectations.”
KEY STRENGTHS
Deft positioning of the book across both children’s and adult platforms
Superb use of the author’s limited time in media appearances and events
Blanket review coverage, leading to multiple reprints
SHORTLIST*
ANGELA MCMAHON, FLOW COMMUNICATIONS AND ORION PUBLISHING GROUP Shortlisted for Rebus 30, a programme of events and promotions around the 30th anniversary of Ian Rankin’s Rebus novels. It triggered widespread media interest, especially around Edinburgh’s RebusFest.
POLLY OSBORN, HARPERCOLLINS Juggled very different demands of the author, media and world of Formula One to produce a strong campaign for How to Build a Car by motor racing engineer Adrian Newey. Osborn targeted specialist rather than mainstream media to hit the book’s core market.
THE BRITISH BOOK AWARDS WINNERS 2018
PRH CHILDREN’S AND RIOT COMMUNICATIONS With a very long-awaited book on their hands in La Belle Sauvage by Philip Pullman, the pressure was on. PRH and Riot cranked up anticipation and overcame Pullman’s limited availability to make its publication one of the cultural events of 2017.
REBECCA THORNE, BLOOMSBURY Shortlisted for a deft campaign for Why I’m No Longer Talking to White People About Race by Reni Eddo-Lodge. Like The Hate U Give, it got to the heart of conversations about race without limiting the book’s appeal.
Dusty Miller highly commended for an events-driven campaign
WITH THANKS TO: PUBLISHERS’ PUBLICITY CIRCLE
For more than 50 years the Publishers’ Publicity Circle has enabled all book publicists from publishing houses
and freelance PR agencies to gather and share information on a regular basis. *All six campaigns shortlisted in this category were recognised at the Publishers’ Publicity Circle’s annual awards.
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