J.K. Rowling is one of the highest paid women in the world and one of the best-selling authors ever. The woman doesn't have to do any publicity for her books. But on June 17 she will give a midnight reading of Harry Potter and the Half Blood Prince at Edinburgh Castle and have it followed by a press conference where aspiring children reporters can ask her questions.
She also called up fansites Mugglenet and The Leaky Cauldron and invited the two fans who run the sites to come to her house and interview her on the day of the release, which is one of the few she's doing.
I think it's really cool how Rowling has embraced her fans and is going out of her way to include them in the launch of her book. It's a lesson that more authors could learn from.