I do a lot of work with PR for my clients, and also for the coworking space that I run with my two partners. We recently launched an event called HipsterHunt2015 that's a small business scavenger hunt to celebrate our business anniversary. We got GREAT coverage. People keep asking me how we did it. (I have a whole presentation on media interaction...but here's the short version.)
#1 Do something new and interesting.
Seriously, if what you are doing isn't interesting or it's been done before, it's not news. There are lots of ways to make old news interesting and there are lots of ways to freshen up what you are working on, but it all come down to that one rule. Trust me.