Most publishers--even university presses--will assign a publicist to your book. Over at the blog of Princeton University Press, publicist Debra Liese answers some common questions that she receives from authors. Here is a taste:
One of the best things you can do after writing a book is… write some more! If your book’s research can be leveraged to comment on current events and you’re able to write a short (750 words) piece with a definite argument, you can pen an op ed positioning yourself as an expert, mentioning your book in the byline. Your publicist can help you to get this into the hands of the right people. Never written an op ed before? Start by reading them.
Notice they are free of jargon, written for a general audience, and feature a strong point of view.Here’s a good place to read about the dos and don’ts of op ed writing.
Take advantage of other writing opportunities too. Guest blog if you are asked. Respond quickly to reporters who solicit your expertise. Reach out to personal contacts and colleagues who may have an affinity with your work and be interested in covering it.