This is really silly of me - it's so obvious but it escaped my notice for a seccie. Another way of creating publicity is of course blogging! This smacked me in the face when a friend of mine, an author too, built up a really active readership and now wants to quit blogging! That's sort of self-defeating.
If I think about it, one of the first and best pieces of advice for internet marketing another good friend of mine gave me was to blog - but with a link in your signature. Haven't done that yet.