Can you get journalists to come to you with inbound PR?

Is it possible to get journalists to come to you? According to a book by Iliyana Stareva called InboundPR, written a few years ago, it is, but it takes a bit of courage and a wish to change your approach.  Inbound PR is a book I've dipped into over and over again over the past few years and I'm reading it once again on my Kindle by the pool this week on holiday in Sarnia, in Italy.  The premise of this book is this. Why go to journalists when it can be so hard and unreliable, when you could get journalists to come to.  In this episode I give an overview of the ideas behind the book and some specific takeaways I got from it.