The rise of the internet and indie publishing has disrupted many norms in the once-staid world of book publishing (which is no longer so staid), leading many to question long-held beliefs. One such topic is reviews, and especially whether they hold much value for book marketing campaigns. Most PR professionals still say yes, and recommend that authors and publicists actively seek reviews when launching a book. As with many things, book reviews now mostly live online, although some print outlets still review books. No matter where reviews appear, they must reach the intended audience.

Influential bloggers and online reviewers have led the way with unlimited digital space to review books. It has given them significant influence, and their reviews are increasingly viewed as the most valid by many book readers and buyers. Most online reviewers specialize in a genre, and fiction books remain the most popular to review. Traditional media continue to review non-fiction books, especially in the business category. However, it's now common for authors to write bylined articles in their field of expertise with credit for their book at the end. You can find articles just as often as you'll see reviews.

The business book category is an interesting one to consider, especially in relation to reviews. It is unique in that its importance has decreased. Today, it's more about author branding – positioning the author as an expert in a field of profession and seeking personal publicity. As personality cultivation has become essential for business authors, it has shifted publicity plans. Many non-fiction authors, including those in self-help and lifestyle, today receive significant media attention as subject-matter experts. The opportunities include TV interviews repurposed for online use and bylined articles.

Fiction book marketing is the other side of the coin and continues to include reviews as a major component of most marketing campaigns. Reviews from influential bloggers can instantly boost book sales and visibility. So there is significant outreach to online influencers who have a specific interest in a genre. Social media works alongside reviews in fiction book promotion. An author's social media accounts are ideal places to repost favorable reviews so that more fans read them. Because each book is unique, publicity campaigns and the efforts to seek reviews are adjusted as appropriate.