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The news media doesn't normally run stories on the theme of "coming soon." Rather, they focus on what has just occurred or what is happening now. So, if you want your free editorial coverage for something that has not yet happened (like a not-yet-complete book), you're not likely to get it.
What's happening now is what sells in the media world so focus on the present and not the future when making press releases—this will help you to get more coverage.