The first rule for generating press is to have a story. The second rule is that the story needs to have an angle, meaning it has a unique point of view. For press to provide publicity, you need to consider who the readership of the publication is and whether they publisher would be able to find value in your story, over and above just publicity.
If you present yourself as a subject or industry expert and are able to offer press timely and topical information, you stand a better chance of getting publicity. You should also weigh up the chicken and egg conundrum, as one way to create news is to simply sell and open franchises. If you are not able to make the content yourself, consider hiring a PR firm who can do a lot of the legwork for you.