Thanks to their successful track record over several decades, author tours had been a mainstay of book publicity before the pandemic. But when it hit, they moved online like so many other things. Today, book tours have resumed, often in tandem with virtual touring, and are again valuable promotional opportunities. The in-person approach with the media and target readers (and long-time fans) can provide many benefits to support a book launch. Book retailers also love tours when they include event stops at their stores. Drawing fans not only sells an individual book but also promotes the store.

What do authors do when on book tours? Meeting local and regional media is a crucial facet of touring. It can include talks, meetings with reporters and journalists for feature stories, and interviews with local TV stations and video media. While the same things can and do occur online, it's often easier to secure the bookings when you offer an in-person experience. People may feel flattered when you make an effort to visit their city and return the favor with support in the form of articles and interviews. The purpose of any PR campaign and the tour it includes is to generate favorable media mentions in target outlets.

When tour stops include bookstores, it will be customary to sign copies of your book for fans – but doing more is nearly always better—for example, giving a brief talk or presentation before the signing provides the event with added meaning for those who attend. If you're a relaxed and confident speaker, you may be able to have an impact with a short speech. For others, adding a video or still images can help add flair to your talk. If your book includes photographs, projecting some or showing them in a larger format for the audience can be natural. It varies by book, but you want to spark the audience's interest.

In the bigger picture, book sales have increased since the pandemic. The competition in the marketplace is fierce, as always, but the opportunities are ever more significant. It can make writing a book more worthwhile and launch it with a well-rounded publicity campaign. Knowing other authors and publishers will aggressively promote their titles, and you'll want to meet the competition. Keep book tours in mind as a PR tactic, and carefully select the cities with the most impact. Some book PR veterans also advise that you consider "off-peak" times to launch your book, such as during summer.