Book events as marketing communications tools: modern trends and challenges

The article, “Book Events as Marketing Communications Tools: Modern Trends and Challenges,” analyzes the evolution of book events in the Ukrainian publishing sphere, positioning them as multifunctional PR-communication tools operating under extreme pressure. The industry is influenced by three main factors: global digitalization, the residual effects of the COVID-19 pandemic, and, most critically, Russia’s full-scale war against Ukraine. This environment demands that publishers immediately implement innovative marketing strategies and demonstrate exceptional adaptability.

Book events have fundamentally transformed: they have evolved from simple sales platforms or traditional fairs into complex literary festivals and cultural hubs. Their value is multifaceted: they effectively engage audiences, strengthen the brand identity of both publishers and authors, stimulate sales, and, most importantly, foster a vital and resilient cultural community. The war has served as a catalyst, not only challenging the industry’s physical existence but also powerfully driving the rapid development of contemporary Ukrainian literature. These books serve not only an artistic function but also crucial documentary (recording history in real-time) and psychotherapeutic roles for a society collectively processing trauma.

The study emphasizes that outdated, traditional marketing approaches are insufficient. It strongly advocates for the adoption of integrated, multi-faceted PR strategies. Key elements identified as critical for successful event promotion include: the necessity of formulating a distinct Unique Value Proposition (UVP), thorough audience research to ensure the most effective selection of communication channels (from traditional media to TikTok and YouTube), and the essential integration of offline (physical) and online (digital) formats. A comparative analysis of the PR strategies of leading Ukrainian book events (including the Lviv BookForum, the Book Arsenal, Knyzhkova Kraina, and KyivBookFest) shows that they have distinct yet complementary strategic focuses.

In conclusion, the article firmly establishes that book events transcend commerce: they are an essential element in preserving national memory, collectively processing pervasive traumatic experiences, and actively shaping the contemporary national identity. The overarching strategy for success requires a sophisticated combination of established PR tools and the dynamic capabilities of the digital space, all channeled toward forming cohesive, interactive ecosystems centered around the book.

Keywords: Book events, marketing communications, PR-communications, publishing industry, digitalization, author branding, book promotion, literary festivals, cultural events.

doi: 10.32403/0554-4866-2025-2-90-317-328