The first thing is to do your research - get to know the press you want to be featured in, be that online, on air or in print. What kind of stories do they feature? How do they feature them? Who do they feature? Why are they featuring the stories they use? What appears to be a good story to them?
Get to know the press inside out. Who is writing the stories? Is there an editor? Who is the editor or producer? What other publications or press are they connected with? Who do they know? Who do you know who knows them?
Now you can go to the next stage, your planning stage. Plan what you want to get out into the press. What's your story? How do you want you story to be presented? What do you want to get out of telling your story? Who do you want to hear/read your story?
And finally you need to get your story out there. Email, call, network with the people you want to connect with in the press. You may get some 'no thank you' replies, and that's ok, today isn't the right day. Don't give up. Revisit your story, check you've approached the person in the right way, check in with how you are presenting yourself.
Oh, one final thought - remember that a picture tells a thousand words. If the story is about you, make sure you have great photographs taken by a professional photographer to send along with your story. And if the story is about your product, make sure there are photographs of you, your product, and you with your product.