I wrote a book called Eighty Eight Dates which came out in February. Now it was with Penguin, so that did help, but besides two interviews that the publicist hooked up, I did the rest of the leg work- not because they weren't doing their job but because I wanted to sell my own ideas and my book.
So the first thing I did was write a big list of potentially related topics I could guest blog on for high traffic sites, offer free (or paid) to magazines, and tv shows.
I even listened to talk back radio for a few weeks- everytime there was something on dating I'd be calling, and there would be an impromptu interview. I did the same with any news items- I'd write up a response and add my own views or ring the editor and offer a follow up article.
I managed to get some TV. When I first asked one morning show they said no. So I came back the next day with a choice of three other ideas - one of which they accepted. I jumped at the chance - working around their schedule, and it was all on
Half an hour after that, I got a call asking me to do a regular spot on the show. It might be only five minutes but that, with the other things have not only raised the profile of my book- it's helped create "expert" status that will help with future projects.
While we know that e books are great in terms of money generation, a print book can lay foundations you can capitalize on in all other future endeavors.
Hope that helps.
(Oh another tip. Once you've had press in one area, the best thing is to use that to sell to the next. It's a multilayered approach. I'm in NZ and it's a small country. In the US and UK, focus on small regional stations first how are often desperate for content and work your way up. )