Today I attended the Publishers & Writers of San Diego http://www.publisherswriters.org and the topic was book marketing. Most of the information was on how to market non-fiction. However, some of it was applicable for story writers.
Start thinking about marketing when you start your book.
Go shopping before your book comes out: get that suit for television appearances.
Have a telephone land line for radio interviews.
Create at least a website for your name if not one for each of your books.
On your website create a page for the media:
Questions and Answers for interviewers
Clips in clear PDF
Photo of you and the book cover (jpeg) in both high and low resolution
Contact information. Especially your cell phone. You might be called on Sunday afternoon while you are hiking.
Social network: facebook, twitter, etc.
The speaker was Arielle Ford. She is putting together the second 21st Century Book Marketing Conference in San Diego, September 25th and 26th, 2010. www.21stCenturyBookMarketing.com Once again, the conference will be geared toward non-fiction but it will be worth attending for the information on marketing.
Marketing is not my area of expertise. As you work on your story keep in mind that book promotion is in your future and start promoting.