Through our three-part podcast series, Publishing Pathways: An inside look at authors’ book journeys. Some of our authors reflect on their personal experiences of publishing with us. During these fascinating conversations, they discuss topics such as publishing a book for the first time, the career opportunities this presents, and deciding on the right format for your book.
In this latest episode of Publishing Pathways, we have a conversation with Charles Athanasopoulos, author of the multi-award-winning book Black Iconoclasm: Public Symbols, Racial Progress, and Post/Ferguson America. Charles shares how he successfully promoted his book and the impact this visibility has had on the community - including winning multiple awards.
Continue reading for a summary of the main takeaways. You can also listen to the full podcast linked: here
Choosing where to publish
When considering a publisher for your book, it's important to think about where your work will sit and who you want it to reach. Establishing a clear purpose and audience can help you identify publishers whose authors, subject areas and editorial approach align with your research.
For Charles, that process began by first looking at authors contributing to conversations in his field. As a scholar working within African American studies, writing, rhetoric, and literacy studies, he was already familiar with Palgrave Macmillan, as authors he respected in the space had published with the brand.
"I had known about Palgrave Macmillan through a couple of my favourite authors... I knew that I could find a home intellectually there."
When exploring your publishing options, it can be helpful to review the publishers of book authors you admire in your field. Awareness of the subject relevance, combined with the opportunity to contribute to scholarly analysis and engage in conversations within his field, gave Charles the confidence that he had found the right intellectual home for his project.
Write with your audience in mind
Once you've chosen a publisher that aligns with your research, the next step is to start writing. But where do you begin? In Charles’s experience, the audience was a consideration from the very beginning of the project.
"When it came to the book project. I’m thinking about the already existing reception, and the potential reception after publication and writing with that audience in mind.”
Thinking about your audience from the outset can make your writing more focused and effective. It helps you think not only about what you want to say, but how your ideas can contribute to wider conversations in your field. Charles explains, “ I’m building a vocabulary, and not only do I want people to associate me with that vocabulary, but I want them to feel like it's useful for them to use.” By approaching your writing in this way, your book is likely to feel meaningful and useful to readers.
Alongside this, Charles shares the tip of building a trusted network throughout the process. Writing a book is often something you do independently, but that doesn't mean you have to do it alone.
“Write with others...Have a group of people you can bounce ideas off, brainstorm with, and share drafts with."
Whether through colleagues, mentors or writing groups, seeking feedback can help refine your ideas, strengthen your manuscript and provide valuable support throughout the writing journey. This is equally important when undertaking a long-term project such as a book.
Why promoting your book matters
After investing significant time and energy into writing, it can be tempting to let the work speak for itself. In Charles’s experience, promoting your book is an important part of ensuring it reaches the audiences who can benefit from it most.
“To get the book out there, I got the endorsements, and then you use those endorsements to go to academic journal venues in different disciplines that are relevant and say, look these people in your field love this book. Maybe you want to put it on your review list.”
Charles explains that those endorsements received from writers helped with the applications for the book awards he eventually received. The first was the Cultural Studies Association first book prize 2025, and the second was at the National Communication Association (NCA) Critical and Cultural Studies Division Book of the Year award 2025. It was a celebratory moment in his career.
“You published a book that has this argument, and no one can take it away from you. And now it’s just time to celebrate that.”
When your work gains recognition through an award or prize, it signals that your research has made an impact and connected with the community. A strong publication supported by active promotion can also help create opportunities for recognition and even collaboration.
Tips on getting your book out there
Here are some practical promotional tactics Charles shares:
- Ask for book endorsements and reviews from your peers and colleagues in relevant disciplines;
- Utilise your professional network; email contacts and share details about your book
- Attend book panels at conferences to showcase your work
- Give lectures in classes
- Join relevant podcasts for wider reach
- Write blog posts and articles highlighting the theme of your book or focusing on specific chapters
These are just some of the ways you can promote your book. There’s so much more that you can do when it comes to networking and sharing.
Listen to the full episode
For your work to make an impact, it needs to reach the right audience. Charles’s success with his award-winning book shows how active promotion can extend the reach of your book and also help it connect with communities after publication.
Listen to the full episode to hear more about Charles’s publishing journey or click on the image below. You can also explore the rest of the Publishing Pathways series for more perspectives from authors at different stages of their journey.
Are you considering turning your research into a book? Visit our book publishing pages and explore our Author Services and Resources Hub. You’ll find guidance, tools, and expert support to help you take the next step in your publishing journey.
Featured Guest
Charles Athanasopoulos is Assistant Professor of Black Rhetoric & Popular Culture at The Ohio State University. His research operates at the intersection of Black study, cultural studies, and rhetorical studies. He is the author of the multi-award-winning Black Iconoclasm: Public Symbols, Racial Progress, and Post/Ferguson America (Cham: Palgrave Macmillan, 2024).