If you're trying to get media outlets and press to a publish a story for you or your client, doing a PR Campaign with Facebook Ads may be an idea worth exploring.
I've had a lot of success with using this strategy to create viral campaigns and it helped me generate a lot of inbound leads & inquiries.
The 1st step is to create a story worth talking about.
If you don't nail that down first, then the rest of the steps won't matter.
Once you have created an interesting story and ad creative for your Facebook Ad, you can start setting up audience targeting.
Here are some different targeting variants you can play around with:
1) Job Titles (aim for positions that are associated with media) - such as Journalist, Writers, Producers, Content Creators, Etc
2) Media Company Employers (TechCrunch, NowThis, BuzzFeed, Vice, Mashable)
And lastly, make sure your page is optimized for conversations
ie. listing your email on your Facebook Page & setting up Messenger for your page.