Generate your own content first
Traditional media coverage can be useful and give you credibility. It's worth making it part of your overall marketing strategy. However, traditional media will only truly work for you if you are also generating your own content. The two need to work together.
If you are pitching a story or interview idea to a magazine, for example, you need to be able to demonstrate your expertise in the subject matter. The easiest way to do this is by generating expert content yourself: on your website, in your blog, on your social media platforms...
When a journalist reads your pitch, if the idea sparks their interest, one of the first things they will do will be to check you out and establish your credentials to tell the story you want to tell. If you can't be found online, how do they know to trust you?
But a nice-looking website, a frequently-updated blog or an engaged social media presence will be a way for them to learn more about you. (Likewise, having these things will stand you in very good stead if and when your story is picked up: if readers want to learn more about you or what you do, you need somewhere for them to go, or else all the effort is lost).
Homework
Your homework today is to simply start creating content. Write a blog post. Write and send an edition of your newsletter. Record a podcast episode. Create some long-form content on social media. Once it’s written (and published), be sure people can find your content by sharing links to it on social media.