When trying to get the media to do stories on your business (or your client if you work at an agency), the best path to success is developing a story idea that has depth and will appeal to the audience of the targeted media outlet.
However, a shortcut method to generate media coverage is to come up with a “gimmick” that the media will salivate over. For example, when your local doughnut shop offers free doughnuts and the media covers it.
While the strategy of coming up with a gimmick works, it’s important to build editorial context around your pitches to the media. In other words, you need to make the story newsworthy in some regard.