The press kit. That's a fancy way of saying you send a copy of the book, a set of questions, and a short bio to media hosts. Don't send too much. Do you want to turn off a host? If so, enclose 35 pages of glowing reports from your friends and relatives that insist you are the best writer in 50 years.
I suggest you produce a brief piece—no more than two paragraphs—to explain the concept of your novel or nonfiction book. If you do that, ask yourself: What's in this for the reader? Why will they care?
Let your brief copy answer those questions.
In a future blog, I'll give you tips on the questions. For now, I want to point out the cost of the press kit. Your publisher will likely give you from 10 to 50 books free. (If you hire a publicist that person will ask for and probably receive a free case of your books from the publisher).
You not only need to figure out who those prospective interviewers are, but you have to mail them your press kit. Printing a set of questions, preferably on one page, won't be expensive. You may want to spend a little extra to have a sharp bio with a color photo of yourself and contact information. It's worth hiring a professional to help you get a first-class bio.