HOW TO PROMOTE WITHOUT STRAIGHT PROMOTING?

"Doctor Zhivago", a Nobel Prize book from Boris Pasternak.
What is the original problem? You are a poet, you need to promote your poetry. However, you cannot advertise it in a straightforward, direct, outspoken way: this is not a cola drink to pay thousands of bucks for usual, conventional ad campaign. Besides, it is a good style for a poet to be humble.
So you wish to advertise it without advertising it. Then you compose a novel, and the lead character is a poet, his verses are in fact your verses. Then you can even arrange some discussion around the hero's (in fact: yours) poetry inside the novel.
So we learn the PR move: Wish to promote your production? Invent a situation, create circumstances when it is not you who promotes your production, however, it is some other person.