Here's my book promotion tip of the day (with apologies to Robert Herrick): Gather ye interviews while ye may.
If a producer or a reporter wants to set up an interview, be there and be quick to close the deal. Any hesitation on your part ("My calendar isn't in front of me; I'll have to call you back when I get to my office" or "I promised to pick my daughter and her friends up from the movie at that time; can we schedule an interview for another time?"), and the opportunity could go south.
Sure, you can try to get in touch with producers and reporters afterwards. They have email accounts and phone numbers. The problem is that, when you don't catch them at the right moment -- when their interest is the hottest -- then you may not be able to rekindle that interest later on. They may have moved onto the next appealing guest suggestion, or they may have categorized you as someone who would be too time-consuming to work with to make it worth their while.
Persistence may help you score an interview opportunity even if you've hesitated. However, far better than participating in games of phone tag is the ability to provide an instant "yes" when the phone rings, or when an email arrives, with an interview invitation for you. To the extent that book promotion can be your priority -- at least, for a particular block of time -- your campaign will be more successful than if you're spreading yourself thinly and moving in various directions at the same time.
Say yes, and you'll score the interview. Say maybe, and you probably won't. More and more, I'm finding that it's just that simple.
