Once upon a time, full service book
publicity firms had only to send books and press kits out to the media, wait awhile, follow up with phone calls, and book interviews (or get word about reviews).
I also was very fortunate, I have connections with some of the local legal newspapers and actually had a call yesterday from one of the legal newspapers where they interviewed me and ended up writing a story about me starting my
firm and another lawyer moving into a new position; we had
once been at the same
firm, so that was wonderful
publicity.