There were a million books released last year - the media doesn’t care about the fact you are yet another author with a book! The media is looking for interesting stories, but not from the angle of an author promoting a book. They are more interested in the subject of the book and you as the expert. Do you present new information? Tie in with a current event? Do you show their listeners/viewers/readers how to solve their problems? What is your unique angle?
There’s many ways to locate the media and reporters, but here’s a few basic ones to get you started:
On the Radio
I also posed the question - is it the end of bookstores and author signings? - on my site, The Circle of Friends.