Set up a photo competition and let local news sites know when someone in their area is shortlisted, with a story about the entrant as well as their photo included in the email. But do this while the competition is still open for entries, as then the news site has a reason to link back – so that readers can enter the competition, too.
Host a downloadable set of results from a survey you’ve conducted. Provide relevant news sites with a headline statistic, followed by information and quotes about the study. Then link back to the full set of data on your site.
Describe an upcoming event that readers of a news publication will have a reason to be interested in. There will need to be something surprising or newsworthy event, in order for it to gain press attention. Then, provide a place to register for the event on your site, and link through to that from your article.
Be a useful contact and source for journalists and then use this relationship as leverage. Try to create ways that make both parties happy. Build a strong network and allow them to benefit from it. Journalists want their stories to be well read and shared, they also want access and exclusive content. Offer them a deal.