The best book publicity opportunities are in the news. Any time you, as an author, can tie your book topic into a major news story, you have an opportunity to promote your book. Your expertise is just what the media needs, and if the media know you’re available for interviews, you may just score some.
Your book can be new. It can have been published years ago. It can even be months away from publication. As long as you can tie your book, and your book’s topic, into a news story, you have a good chance of garnering book publicity opportunities.
Authors or if they are working with a book publicist would do well to keep an eye on news stories to see which book publicity opportunities they can garner — just by making the connection between the book and the news stories of the day. The news can be the greatest ally in book promotion.