Get the press to come to you

Can you get the press to come to you? I've always been fascinated by a book written by a PR called Ilyana Stareva. The book argues that it is possible to get journalists coming to you rather than the other way round.  I am always on the hunt for fascinating ideas in PR and I finally had a chance to talk to Ilyana and of course I couldn't help but hit the record button as we chatted.