You need to have an interesting story to pitch, and be able to tie it to your business and expertise. A strong hook instantly grabs interest. A weak one is instantly forgotten. To create a substantive business, people must know you exist. You may not be comfortable taking an eye-popping or controversial position, but driving free traffic to your business via publicity is a small price to pay for such temporary discomfort.
Internet Prophets: The World's Leading Experts Reveal How to Profit Online by Steve Olsher