I'm trying the tack of promoting my ebook "Shift Happens" by using press releases. So far I've sent out three and we'll have to see what kind of response I get.
Press releases to promote book is tricky. Generally it doesn't work for fiction, but in theory a well prepared press release should help sales of non-fiction books. We'll see.
Besides, it gives me an opportunity to use a skill from my time in PR.