Know-How Exchange : Advertising/PR

I am currently working on the public relations for a small scientfic research non-profit, the New England Complex Systems Institute (www.necsi.org). We focus on the application of complex systems science (a science that examines the relationship between individuals actions and the collective output of the system that the individuals make up) to everyday problems in areas ranging from organizational management, the military, healthcare and education. While our applications are highly relevant and traverse many disciplines, we cannot seem to get any mainstream press based on the niche market of scientific research. We recently released a new book, "Making Things Work: Solving Complex Problems in a Complex World" (Yaneer Bar-Yam) but can't seem to get any large publications to pick up a review or just cover the release. Can anyone provide any ideas on how to expand our publicity outside of the science realm?