Too posh to promote?

This post is by Evelyn Tsitas, who is, amongst other things, completing a PhD at RMIT about werewolves, vampires and the nature of being human (yes, I have Topic Envy).

The idea for this post emerged when we were having lunch one day and I complained that some of my academic colleagues didn’t like blogs or blogging – and viewed me with some suspicion because I enjoy it so much. Evelyn wondered if some academics are “too posh to promote” and told me about the classes on online marketing she is doing with creative writers. I thought it was so interesting I asked her to blog it for me.

Thanks Evelyn!

up arrowUnlike some creative writers, I have a hard-nosed commercial bent to the way I promote my work that comes from a decade at the coal face of tabloid newspapers. Every journalist knows that you have to sell your story idea to the Chief of Staff or section editor before it will have the chance of getting in the paper, and you do this day in and day out, deadline after deadline.

Heard the one about the journalist too posh to promote? No, neither have I. But when it comes to creative writing many emerging fiction writers are nervous about how to sell themselves without selling out. What if they have yet to score that book deal? It’s a case of what comes first – the chicken or the egg? The book deal or the self promotion?

Then there are published authors who would prefer not to get their hands dirty with what they regard as a publicist’s job – or are simply unsure of how to best go about harnessing digital media to promote themselves.

This doesn’t just apply to writers. Academics can be very ivory tower about going digital with their ideas, preferring to keep to the prestige journals and monograph book publishing contracts at a university press. The fact that these rarefied routes may reach only hundreds of readers if they are lucky doesn’t deter them. Indeed, the savvy academics who garner thousands of readers via blogs and online opinion sites are often seen as “sell-outs”.

I am not sure why having a large audience is a bad thing. Don’t we want people to interact with our work? Don’t we want our ideas to spread and flourish?

I work in a public art gallery promoting artists, and I can understand why they, just like writers, are reluctant to self promote. Unlike actors, their work isn’t about being on stage and in front of everyone. Indeed, actor/writers like Stephen Fry, Richard E. Grant and Steve Martin have very good digital footprints and are incredible self promoters and I believe this is because they have learned to accept rejection at the audition stage. They are also skillful in presenting a “public persona” that is both the “real” them but one step (or more) removed, so it is not like being naked on stage when they are promoting their movie on a TV talk show.

Writers, artists – and many creative academics – are different. Unlike actors who can “disappear” into a role, for these people work is the heart and soul, blood and guts of what they do, and rejection is heartbreakingly personal. Creative people feel things sharply, which is how they can create entire fictional worlds and artworks out of thin air. Like the canary down the mine shaft, their antennae is calibrated to the zeitgeist. It’s like they tap into the raw nerve of humanity and bleed for all of us.

So it is brutally difficult for them to put on the sandwich board and call out – “roll up, roll up, see what I have got!”

Alas, that’s the cold reality of 21st century life. As the digital revolution gives opportunities, it also takes away whole professions and people who used to be able to help creative types; such as publicists on tap at publishing houses.

This is why we all need to be able to get out there and push and promote.

I teach a tertiary course that helps creative practitioners do just that. Using a mixture of entrepreneurship, business, public relations and journalism skills, this course assists students to be their own best publicist.

I know an academic who dismisses the skills of communications practitioners with the line “any sentient being can teach themselves to write a media release” – which is certainly true if a business kindly hands you information about a product they would like you to promote. But what if you are that product? How do you objectively write about yourself?

Learning how to put on a public persona online is the key to promoting your work. It is also easier if you stand back and see yourself as a brand, rather simply a single product like a thesis, exhibition or book. To do this, I ask students not to focus on the one thing they are working on, but all they have to offer and what makes them unique. I get them to do a SWOT analysis, which might seem odd to creative people.

SWOT stands for Strengths, Weaknesses, Opportunities and Threats – and you really need to assess these honestly to see where you fit in your chosen marketplace. This is your brand, and it is more than the one thing you are working on, even if that is an all consuming thesis. Besides, PhD’s are now so varied an artist may be working on an exhibition for their doctorate, just as I am working on a novel for my doctorate in creative writing.

How can you use your research skills to become a public intellectual, rather than a one-monograph wonder? By doing your SWOT, and knowing your brand. Postgraduate students have to narrow their focus for their doctorates. I encourage them to think widely about how to apply their broad areas of expertise to the marketplace. And figure out how to leverage what they know into what is topical, newsworthy and current.

My students have often found this confronting at first, but as we mind map and brainstorm, it gets easier and more exciting for them to expand the many areas of knowledge they have into a whole range of business ideas, pitches for news related stories, books, websites and a whole range of products.

I set them an exercise is to look at how their favorite authors promote themselves on the web. Who has a website, who has a blog, who tweets and who has a business Facebook page? The answer is that while the web is filled with savvy Australian writers who have realized they need to be their own publicist, there are also others who are either too posh to promote, or too scared, or just haven’t understood that it is necessary.

The title of my paper at the recent Independent Publishers Conference at Melbourne’s Wheeler Centre for Books and Writing, held by the Small Press Network, was “Google Me: writers taking control of their brand in an era of digital publishing”. I asked – what does your digital footprint say about you? I revealed some tips on how to build value around your core brand.

Futurist Gerd Leonhard says that “trust is the new currency” and I maintain that you nurture that trust with your audience by giving away some of your work and ideas for free – knowing that it will build your brand and expand your fan base. After all, who is going to buy your books, come to your exhibition, fill the seats at your conference presentations and ultimately, follow you to the university that will gladly have you teach for them if you can show that you do indeed have a fan base?

It’s your fans. The people you have nurtured through social media.

It is very 20th century to rely on getting a book contract and think that’s all there is to having a writing career. Or landing a lecturing or research position and believing you can avoid having to dirty your hands by constantly selling your ideas to the world. This is the 21 st century, and you need to play by the new rules. The academic adage is not longer just publish or perish. It is promote or perish.

Gerd Leonhard says that social networkers are the new broadcasters. What happened to the old broadcasters? Declining newspaper sales, television announcers being boned, programs being axed, mighty media empires crumbling. So, don’t be old school – know your brand, and promote it. Learn from the savvy creatives who do just that – Google them! For more tips, check out my website ( and buy my book on entrepreneurship for creative practitioners when I launch it next year!

Other posts by Evelyn

I’ll have what she’s having: hottie research envy

Doctoral Devotion: to complete or not to complete?

20 thoughts on “Too posh to promote?

  1. krystelcarrier says:

    Very interesting post! I just started a research blog, initially to use it as a way to keep my research participants and stakeholders up-to-date on my progress (having participated in studies before, I find it disrespectful when the Principal Investigator doesn’t keep participants updated on the results). A suggestion: you could feature a few, maybe 5, research blogs as a follow-up to this article.

  2. Lynne Kelly says:

    A very timely post! I have just finished my PhD and strut my stuff across the stage in full regalia. My public persona is all to do with previous books – skepticism and spiders. I blog for my spiders (The Spiderblogger) because they can’t blog for themselves.

    I want to spend the rest of my life writing about my thesis research topic – primary orality (which no-one has heard of – and the way it offers a new theory for the purpose of monuments such as Stonehenge. I have major publisher interest (nothing definite yet) and have just joined Australian Literary Management, so have the wonderful Lyn Tranter as my agent. I am, theoretically, in a wonderful position – if only I can manage it properly. This post offers lots of ideas to think about. Thank you, Evelyn.

  3. Rebecca Stone (@rjgstone) says:

    I would love to have a research blog – I’m interested in a really broad range of topics and I often see applications for academic topics in pop culture. I’m just worried about having an online presence, I suppose – as a PhD student, I feel hyperaware of the difficult job market and I don’t want to give anyone a reason not to hire me. While I would, of course, maintain the blog as a professional space and always back up my assertions with research, I guess I am just worried about saying the “wrong” thing and having it come back to hurt me when I start looking for a job next year. Do you have any advice for “getting out there”, being bold and doing some self-promotion for people who are worried about power imbalances and employment opportunities?

  4. stefdr says:

    I started a blog about my PhD a little over a year ago and i cant emphasise enough how much it has helped both my studies and academic profile. As i also believe that academic papers should be made available to the general public, i often post writing from my research and share papers. I prefer to remain comical and lighthearted in my approach, too. This makes it much more enjoyable for my readers and myself. I dont find it a threat in terms of job opportunities, if anything it has opened up opportunities for me when i finish.

  5. Cathy Fitzgerald says:

    Thank you for a wonderful post Evelyn and Inga too as always,

    I’m doing a fine arts practice-thesis project and my blog and social media activities are crucial for not only sharing my work but engaging in conversations with peers.

    It also offers a more informal space for people to get to know my ongoing forest-art-politics project; I post observations, work on key terms, frustrations with boring methodologies, recent eco-forestry practices and images and sounds of my model conifer plantation becoming a small permanent forest in rural Ireland. It has several audiences as my project is interdisciplinary.

    I was explaining very recently to my PhD supervisors that I think and create in blog now – its a powerful communication tool but also a creative media in its own right – for me, its a space I self-curate, experiment with and think through; the forest as it develops is my ‘exhibition’, my online blog and networks are my ‘galleries’. I also work in a rural community a couple of hours from my college/city but my blog has enabled me to share, connect and comment with so many art- ecology-land practitioners and educators, people interested in the area and leading peers too.

    Thanks again for highlighting such a valuable and still under-acknowledged activity that has so much to offer academia

  6. annoymous says:

    The flip side to this is you’re entire identity and life become conflated into your work. Sure, we all love our research but its not that some of us are too posh to promote its that we recognize that keeping a blog is an additional item on top of an already full agenda and drives an already unhealthy culture in academia which is ever demanding on every spare second of free time.

    There are a whole set of assumptions that are connected to the notion of constructing yourself as a brand that many people object to because they don’t want to see themselves as commodities or fashion items or fads. Yes we dinosaurs will all too soon die out but its wrong to say that its pure snobbery.

  7. Anonymous says:

    “Hey Reza, I see you post a lot on – insert Thesis Whisperer, Research Whisperer, Yammer. I don’t read or post to blogs/forums because I am too busy.”

    I think that many academics and professional staff see an online presence as being a hobby for staff who aren’t busy enough. My own feeling is that they have not fathomed the usefulness of blogs and forums. So it may not necessarily be that they are too posh to promote, but it could be that they simply don’t understand it all.

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