The Most Dangerous PR Scams Targeting Writers And What To Look Out For

Want to hire a publicity company, but concerned they're legit? Let's discuss!

Apr 12, 2025

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Navigating the publicity landscape is crucial for writers, but scam threats pose significant risks. By understanding the red flags and learning from real-world examples, we can protect ourselves and seek legitimate public relations support.

Below are some notable scams, linked resources for further reading, and the PR firms I work with and trust (as always, your mileage may vary).

This is my FOURTH post on author scams. See my previous three below.

Identifying Common Red Flags

1. Unrealistic Promises

Be cautious of PR firms promising guaranteed media coverage or success without a tailored strategy. A “PR firm” recently contacted me offering Times Square billboard ads, a NYTimes book review, and other costly options for the low, low price of only $500.

Sounds like a great deal, right? Nope. No website, no discernible online presence, and an invoice I didn’t pay to a company based in India (no offense to India). Plus, logic would dictate that a NYTimes billboard ad would cost far more than the price they quoted. (Most digital billboards cost $5000 or more.)

I’ve shared their info directly with Writer Beware, which they’re adding to a public post. Watch this space for more information!

2. Upfront Fees Without Clear Deliverables

Genuine PR firms should provide a clear contract with outlined deliverables before requesting payment.

In my experience, most will offer a monthly payment option, so you don’t have to spend a considerable amount simultaneously.

3. Lack of Proven Track Record

Research testimonials, case studies, and past client results before engaging a PR firm. And sometimes that’s not even enough - with the above example, I looked at their case studies and then contacted those writers.

They wrote the articles, but not for that company.

It’s reasonable for you to ask for references, examples, etc. Don’t fall for the pressure tactics.

Specific Examples of Publicity Scams

Here are several well-documented PR scams:

• Leavitt Peak Press Scam

A fake publisher that contacts authors with unsolicited emails, offering to republish their old books with “100% royalties for life.” Be wary of such unrealistic offers.

• Authors Guild Literary Impersonation

Scammers posing as the "Authors Guild Book Acquisition Team" attempted to lure authors with fake submissions and lucrative deals.

• Next Phaze Media Group

This scam involves bogus agents charging authors upfront fees for potential movie deals, never delivering on the services.

• Pageturner Press & Media

A member of the Authors Guild was planning to self-publish his latest book when an alleged senior agent from Pageturner Press & Media (Pageturner, US) assured the author that they could secure a publishing deal with an advance of $1.5 million with Basic Books, a well-known imprint of Hachette Book Group.

The representative insisted that the writer make additional payments for advertising and distribution efforts, which never materialized. More here.**

**All well-researched and documented examples.

Linked Resources

Protecting yourself from publicity scams involves vigilance and research. Always verify the credentials of any PR service, trust your instincts, and do your due diligence.

If it’s too good to be true, it is.

Publicity Companies I Recommend

BooksForward: Owned by Marissa DeCuir, this company offers several excellent, legit, and effective services. Learn more here.

Smith Publicity: Lots of services, broken down by genre. I’ve had many clients work with Smith with good results.

David Ratner PR: David is a great guy with decades of experience. He primarily focuses on business books.

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Happy writing!