Join in. Find a way to turn your pitch into something relevant to the stories they are covering. If you have a book about something like violent domestic relationships, make a leap and tie into sexual harassment. If you write about overcoming a tragedy, tie into the loss and destruction of the hurricanes. If you wrote a book on personal finances, talk about tax cuts.
Stick to your strengths. If your book really can’t be twisted to be relevant to the headlines of the day, seek to make your own headlines by lobbying for your book and its unique subject matter.
What does it really take to land on a best-seller list?