Engagement with readers, your soon-to-be readers, is key. It’s essential to have some semblance of an organic footprint (via social media, writing and publishing pieces, etc.), many months—no fewer than eight to twelve—in advance of your book’s publication date.Semblance of an organic footprint. So lovely.
From a piece on Lithub in which publicists offer advice to the hapless author. (Moral: Never publish a book.)