Before we launch into that, let's establish a few good habits to form.
1.) Build your database. I'm reading Carolyn See's Making a Literary Life. In her book, she suggests capturing every name and address you come across. When your book releases, you need people to know. This is something both published and non-published authors can do.
2.) Track reviewers. If your book and writing would appeal to Brett Lott's fans, then find out who reviews his books. Follow their reviews and see if they would be a great fit for your book. Write them. Tell them how much you enjoyed 'such-n-such' review and that you hope to send them your book soon. (Tell your publicist. You don't want two different reviewers at the same paper expecting to be the one reviewing your book.)
3.) Keep good notes on your publicity hits. One of my authors had a signing recently and sent me an ideal e-mail. He was able to provide the names and numbers of media that either reviewed his book or gave him coverage last year.
4.) Thank those who gave you coverage. When an author writes and asks me to pass along his or her thanks, there has never been a time when I haven't received a glowing e-mail in reply stating how much that made their day.
This is a business of networking, and you the author are part of that. A friend you make in the media might able to give you a hot tip, or someone just staring out might later be in a position to give you amazing coverage. Imagine if your hometown book reviewer suddenly started to have his or her reviews accepted in the New York Times. Wouldn't you be glad you sent them a thank you note and captured their information?