Sloane Crosley stays busy by wearing two hats: Associate Director of Publicity at Vintage Books, a division of Random House, and bestselling author. Crosley just released her second book, How Did You Get This Number. Her first release, I Was Told There’d Be Cake, was a New York Times best seller.

“It’s more worth it than not,” said Crosley when we asked her about juggling the two gigs.

When it comes to making more bang with less PR budget, Crosley said, “word of mouth is, at the end of the day, totally free,” but added that publicists should, “still go for the primary media…everyone is distracted by the flash of the web and the potential of social networking, which is quite effective, but usually those things bounce off some fundamental core that is still in traditional media, so go for the big Washington Post article.” Watch the video to find out more.

Part 1: Sloane Crosley on Her Second Book: ‘A Little Bit Deeper and Darker’

Part 3 (Coming Wednesday): “Chick Lit Has Done a Lot Marketing-Wise For Books”

Media Beat is mediabistro.com’s interview series with the movers and shakers of the media world. View all past episodes at MediaBeat.com and follow Media Beat on Twitter.