Acquiring book reviews, both professional and reader, is an important aspect of book marketing, as reviews can influence whether readers want to purchase a book, and whether decision-makers want to consider a book for an opportunity. W Publishing Group Publicity Manager Elizabeth Hawkins begins reaching out for reviews for her authors' books at least nine months to a year in advance of release. She recommends authors do the same on their own, along with making a list of who they know that could possibly provide a review. Nonfiction authors are encouraged to reach out to experts in their field to request reviews or testimonials. Hawkins is always pleasantly surprised by the meaningful collaborations that can be created when an author takes a chance on reaching out to people they may not know. Per Hawkins, garnering both professional and reader reviews takes time, planning, and reaching out, maybe even more than once. She says the key to obtaining reviews is being persistent in a respectful way. Authors can also work with a publicist to write and distribute a press release, which can bring a lot of attention to a book. Once reviews are acquired, Hawkins recommends using some of the best reviews in all marketing efforts, as this can garner more opportunities.