Most people believe that Rosa Parks sparked the Civil Rights Movement by refusing to give up her seat. But as a game theorist who studies social movements, I know this story is only partly true: after Mrs. Parks’s arrest on Dec. 1, 1955, the veteran activist Jo Ann Gibson Robinson mimeographed 52,500 leaflets announcing a boycott four days later. If any single action started the Montgomery Bus Boycott, it was the printing of these leaflets.
Mobilizing people to action doesn’t just happen: it takes extensive planning and effort. So when I geared up to publish my second scholarly book, “Jane Austen, Game Theorist”, I vowed to deploy ideas from social movement theory to help publicize it. I figured I could use all the help I could get; my first book, “Rational Ritual,” never cracked an Amazon ranking higher than #42,000. In the heady week after “Jane Austen, Game Theorist” came out, for a few hours it went past #200. It has received much more attention than anyone expected.
Here’s what I did and why.
When it comes to marketing your book, get ready to spend lots of time and effort, full-time for weeks. It is not unreasonable to schedule your teaching responsibilities around it. You will be spending lots of time and energy doing what all social movement organizers do: talking, writing and discussing, trying to get the message out.
Almost all social movements rely on a single tight organizing team that communicates daily. When you publish your book, your obvious team members are the publicity people at your press and your university. Get to know them early, several months before the publication date, and take their advice.
Planning is essential. A very effective Civil Rights Movement tactic was the sit-in, in which black students sat at segregated lunch counters, causing the lunch counters to shut down and creating economic havoc. In the two months after the Feb. 1, 1960 sit-in in Greensboro, North Carolina, sit-ins had occurred in 69 cities. Many at the time saw this rapid spread as a spontaneous occurrence, like a dam breaking after decades of pent-up frustration, but it was actually the result of extensive planning and nonviolent protest training.
Read the rest of this post here: UCLA Today: How professors can get publicity for their scholarly books.