My 3-month publicity campaign for Dr. Angela Crawford’s The Vegan Transformation

This campaign has a special place in my heart because I feel like Angela Crawford, a vegan psychologist with over a decade of experience, and I are very similar. We’re both introverts and better writers than speakers—or at least I am a more comfortable writer than speaker!

We met years ago through the VIVAS networking group for women and I already knew Angela would have a good book launch for the book she launched in 2025, The Vegan Transformation: A Journey to Heal Yourself and the World. Almost as soon as she got her book deal with Lantern Publishing, she hired me as a consultant to prepare for the launch.

She also invited me to endorse the book, and because I’d received an advance e-copy to read, I’d already planned to post a blog review. (Tip: If you have beta readers and/or endorsers, be sure to activate them to share about your book!)

So I was surprised when she reached out to say she wanted my help in getting her publicity in vegan-friendly media and podcasts, because she’d already lined up about a dozen interviews for herself before the book came out on Earth Day, April 22, 2025.

Preparing for a book launch to media

It’s so refreshing to work with a client who is organized and ready to go for interviews, which Angela was. If I haven’t read a client’s book, I’d have to read it first to develop pitch angles, but that wasn’t the case here.

I’d already read Angela’s book and although she had a generic news release provided by her publicist, I made my own to target vegan media. Within a week, I was off and pitching.

Book campaign results

So we were both thrilled to see that within two weeks of us working together, her book rose to #1 News Release in the Animal Rights category on Amazon!

It would be ludicrous to take all the credit for the book ranking because that depends on sales. As I said, Lantern Publishing and Angela had done some groundwork before we began our campaign in mid-March, but the timing was impeccable because by the time the first few interviews came out in mid-April, the book was live.

And that first week (or month) your book is live on Amazon is crucial for recording sales and ranking.

Angela was an absolute pro with interviews, email responses, and sharing coverage when it came out. This saved me time to focus on pitching and seeking out more opportunities.

I was glad to get her coverage in vegconomist, VEGPRENEUR, the Switch4Good podcast, The PETA Podcast, The Exam Room by the Physicians Committee, Vegan Food & Living, and a surprise mention in Plant Based News, which came out of The Exam Room podcast.

Since Angela’s book is one of (if not the only) book that addresses the spiritual, emotional, and mental benefits of going vegan, I was thrilled to see that become the focus of some interviews.

Angela has gone on to speak at various vegan lifestyle events and host workshops. She gave me the lovely video testimonial below, as well as a written one I could use on my website.

While not every author publicity campaign is perfect and there are always outlets I wish I’d gotten my clients in, my ratio of coverage landed to pitched was the highest with Angela’s campaign so far.

She also took the time to celebrate six months after her book launch with a virtual event, which doubled as an episode on Lantern Voices, Lantern Publishing’s podcast.

Post-award mini-campaign

But wait, there’s more! Angela received not only a Vegan Choice Award for the book but also several achievements in the 2025 Outstanding Creator Awards. She wondered if the final week of December would be a good time to pitch local media. After I drafted a news release for her, she landed a couple of online mentions and a TV interview in the six o’clock news! Whoop!

When authors are available, prepared for interviews (even willing to do “small” podcasts that don’t seem like they’ll move the needle), and able to share coverage, it makes my job as a publicist super easy.

Congratulations, Angela!

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