This morning, I got literary with my GalleyCat colleague Jason Boog for the Morning Media Menu, discussing the upcoming announcement of the winner of this year’s Man Booker Prize, the high honor for British fiction.

The news just hit and, against the odds, Howard Jacobson won for his book The Finkler Question. This morning, we talked about the PR possibilities for the five who didn’t win. Publicists for the other contenders can still emphasize the significance of being among the six that were up for the prize. And just because an author didn’t win the big award, it doesn’t mean the book isn’t a good read.

How would you handle the PR for the authors who didn’t take home the title?