Publisher’s Weekly recently had a post on the different types of reviews. It was ostensibly a guide for self-published authors, but I think it’s something that authors working with small presses needs to look at as well.
It details the types of reviews that exist: Free, paid, and customer. It also sets out a plan for getting reviews.
The guideline for marketing and creating a database is excellent. It reflects the marketing ideas that we’ve been working to create at GFP. Didn’t happen with our first novel production, but that isn’t the end of the world. There’s no reason to not reach out after the novel is published as well. Some reviewers will only review new books, but many of my personal favorites review books that are several years old as well as new books.
As always, your mileage may vary, but it’s worth the read.