I wanted and still want to stand out from the crowd. Every writer probably wants the same. I have tried many different ways - some have worked, some have not. Before the release of my first book, I felt just contacting people about the release with a standard letter was a bit boring. Consequently, I cut out newspapers and made a ransom note for my two main characters. World Radio Switzerland in Geneva really got into it but the BBC did not. I received an email from BBC security asking me to reply within 24 hours or they would be going to the police. Oops! After I replied, they smacked me on the wrist (in words) and then wished me success in my writing career. It made me laugh though. My advice then is create a buzz but be careful in what you do.
I also spent a lot of money for PR Newswire to run a press release for me that would go global. Apart from an interview on Washington Radio station, during which I was terrible (get some media training!) nothing at all happened. Therefore, my suggestion would be to start small in an area that you feel comfortable with and don’t try to take over the whole world at once.
You are going to make mistakes in trying to create a buzz regarding your book. My advice is don't worry about these, learn from them and move on. Enjoy the journey, when you are climbing a mountain it always good to admire the scenery as you ascend.