Okay, so you've written your press release. Now before you get gung ho about contacting newspapers and the like, stop by your local libraries and bookstores. Get a feel for how supportive they would be to hosting a book signing for you. I recommend starting in your hometown. You're most likely to feel the most secure there.
Talk to them and gather contact information. Go home and make a list of possible book signing establishments. Make a second list of contacts for the newspapers you want to carry your press release, also the tv and radio stations. Still, don't act on this. Just make your lists.
This should keep you busy. Tune back in in a couple days for the third step. Believe me, this is the best way to do this, small amounts of information, time to complete the given task, then more information. At least, that's what works for me. No ulcers here!
P.S. Media requests at least two weeks advance notice of your book signings.