This lady (see link, above) has got it right. Carefully estimate when your book will be released, create a professional press release, and let the buzz begin!
Thirty-plus years of writing and publishing has taught me a few things, the most important of which is: “Keep it simple.” Take the old-fashioned, tried-and-true, bread-and-butter approach to promoting yourself and your books. If you have a decent, timely book about something people are interested in and want to read about, a concise and carefully-worded press release will help you to get the word out quickly and effectively.
Over a short period, more people will hear about your book by reading newspapers, watching TV, and listening to their radios on the way to work than by surfing the internet and stumbling across your blog or Facebook. A book release, assuming that the book is timely and promises a good read, is newsworthy; hence, the media are likely to mention it.
After you create the first wave of your release buzz, send your forthcoming book’s description and, preferably, a couple sample chapters to your local bookstore’s small press or community events coordinator, asking for a signing at the store. Call or visit a few days later, to follow up. Do this with every bookstore in your area. You’ll most likely get two or three signings if you play your cards right. Once you’ve scheduled the signings, create and send a press release for each one.
The additional press releases and the signings themselves will create more buzz, and open doors for more promotion and bigger opportunities. Aside from the two hours you spend crafting a professional press release, the effort costs you nothing but leaves you with plenty to gain.