If you have ever read 'How to Win Friends & Influence People' this is it being put effectively into practice for an online business.
Check it out:
Getting press for your website, application, or service
I've managed to get my sites in the mainstream press but never by directly baiting a journalist in this way, was certainly an interesting read.
Have you ever tried to get mainstream press?
Hint: Local press is an easy target to practice on.