As much as we authors would love to have our feelings and our career on the reviewer's mind, the bottom line is, the reviewer's first responsibility is to the reader. It's their job to help a reader decide if our books are the type readers will enjoy and would like to invest their time in reading and their money in buying. We must be prepared to hear anything from great, good, to not so good, and bad. Keep in mind that what one reviewer will love, another will hate.
Research reviewers who you want to read your book. Make sure you know the type of publication that is reviewing your book, and if possible, the specific reviewer. How have they treated other books of your genre? What are their preferences? If you write romance and you send your book to a reviewer who hates romance, if that person chooses to do the review, your chances of getting an excellent review are slim to none and it may not have anything to do with the writing or the story. Remember, in some cases, bad publicity can be worse than no publicity. It's okay to be selective.
When you contact a reviewer, be sure to include the "on sale" date as well as the "release month". Some reviewers need 2-3 months notice, while others may need 4-6 months notice. Be aware of their time frame and deadlines. There are no guarantees that the reviewer will review your book, your submission is for "consideration only".
If your book doesn't get reviewed in spite of all your best efforts, try not to take it as a personal slight. Publications often make changes in their printing schedules that could have affected your review. Space allotments could have been adjusted for breaking news, too many books similar to yours may have come in, or a number of things could have happened.
Be sure to send them a thank you note for their review, even if it wasn't all you had hoped it would be. A little appreciation could make a difference for next time.