Look at what is being talked about in the major media outlets about books and authors. I’m not saying jump on the big political and religious band wagons unless the topics tie directly to books in general or your particular works. There has to be a connection between your work and the controversial topic. Otherwise you’re just a troublemaker and that will not help your reputation nor the marketing of your books.
Make a list of the topics that are related directly with your book. Add those that are indirectly related and then add anything that involves books, reading and writing. Look at trends and note them. List what is popular and not so popular. How can you get people’s attention using these topics especially if you go against the mainstream ideas on them?
How are authors marketing books? Challenge the most popular methods. Do they really work? Are they as effective as authors are led to believe.
Does your book contain a controversial topic? Maybe you can challenge viewpoints or propose something new.
Does anything in the news touch on your book or the book/publishing industry? Shake a few trees, but don’t get nasty or personal.
No matter what you do to get attention for your books, never make it personal with anyone aside from yourself.