The advertising and public relations industries have been friendly competitors for decades, both recently transformed by the internet. Advertising is the more controllable way to promote, but it's costly. PR is less expensive but requires finesse. Consider how you might do the same thing if you've watched a competitor gain ground after a book publicity campaign. Writing a book is a way to improve your chances of PR working for you. Contacting the media to cover your business can be hit or miss, but many more will respond to a request to cover your book. Authors are viewed as more newsworthy naturally.

For many consultants, business people, and self-help gurus, becoming an author can be a wise move in many ways. In addition to the PR campaign to accompany your book's launch, it can be the basis of speaking engagements, media interviews, and other appearances. Some businesspeople use their books as leave-behind items with client prospects or mail copies with new client pitches. Becoming known for your business philosophy helps you stand apart from the competition. When you appear and launch your book PR campaign, they can become your "key messages" to reach readers and clients.

There is a time commitment to writing a book, but many prominent people work with professional writing support (ghostwriters). It's often the quickest way to a higher-quality book and will minimize the time required to finish your project. If you're more concerned with promoting your business than selling copies of your book, you can deploy your PR resources differently. There is no rule about where to place the emphasis, and you can direct yours toward places your business needs visibility. There's also a substantial reader appetite for new high-quality nonfiction books in every genre.

When considering the topic for your book, think through your business goals and align the two. Writing a purely promotional volume will seldom be successful, but finding a topic of interest or need connecting to your business can work. Earning media coverage is a goal for your PR campaign, so it's also wise to consider newsworthy or media-friendly topics/. For example, nearly every self-help book will do well with editors and producers. It's because the books provide content of interest to their audiences. Only some businesses are in a media-friendly area, so you may need to think creatively.