I am finding that more personal contact/emails/use of facebook is far more effective than a blanket, essentially anonymous, PR campaign. Admittedly, I can't email everyone on the planet but perhaps that is where I went wrong last time - I spread myself too thinly. This time, I am starting small and hoping that the launch will ripple outwards like a shock wave. I am also going to try something new each week which will arouse interest or possibly amuse. If I enjoy launching my second novel then I hope everyone else will too.
It's going to be fun!