It may seem counter-productive to seek out publicity for a book by not highlighting the book in your pitch to the news media, but that is exactly what I promote in certain circumstances.
Normally one leads with their book with certain media, such as book reviewers. But we are not talking about such situations here. So let’s say you are pitching the media about a novel, or you’re promoting a book that’s aging, or your book is not available by most stores, or from a big publisher. These may be the circumstances in which you promote something other than the book.
So what would you push to the media, if not a book?