Ten PR Tips

You must get your message to the news media via a PR campaign. Advertising is cost-prohibitive and not as effective.
Timing is key - get the word out early and often. Tell everyone you meet or know about your book.
Set a budget aside to invest in PR. It will pay off with book sales, prestige and positioning for future book deals.
Start with radio. It's the least expensive, but a very effective means to promote yourself.
Don't expect national TV. Not until you do some local media or gather press clippings.
Book reviews are not always the best way to go. Broad coverage off the book page is better. Book reviews are simply much harder to come by - and are less effective.
Be prepared to summarize the highlights of your book in 15 seconds. That's how long you have to convince someone your book is worth looking at.
Bring in a professional to promote you. Just as doctors don't treat themselves and lawyers would never represent themselves.
Look at getting PR for your book as a way to build up your name recognition. People like to read or buy from someone they have heard of.
Take action. Do book signings, tour colleges, create book clubs and take a grass roots approach.