Honestly, I will still look at what PR experts are touting as the best ways to promote a book, but I find they're pretty much all the same. Writing a book is not generally a get rich quick type of endeavor. But book PR people will try to convince you that they can make your book a bestseller. The trouble is, they want you to come up with a few thousand dollars in advance.
My take is, learn the basics for yourself and know when you're being scammed. I mean, they're marketers marketing their own products. Why should you believe them?
What do you think?