I think authors should personally reach out to reputable publications that can help push their names either by offering guest posts or asking to be featured. It never hurts to simply ask. Find a reputable agency to take care of advertising on Amazon because it’s a very unique machine. And also, never release a book without a dedicated website, even if it’s a one-page website, though a multiple-page website will also be better. Here, hire an expert digital marketeer to create an SEO-friendly website that’s optimized for your book title and your author name. This helps build further credibility and provides a channel that you own where you can frequently blog or link to from other PR materials. I say publication you own because many rely only on channels they don’t own — Medium, LinkedIn, Facebook, etc. Any of those channels can remove your content quickly. Basically, you don’t own it. The key is to have your own blog on your own website, what I call “home base”, and amplify those blogs on social media.