Get a bunch of your craziest wackiest friends over one night.. Get into your favorite bottle of spirits.. Bring out a white-board and ask a single questions to be answered by the end of the night:

What can we do with our product/service that will be so entertaining and memorable that at the very sight of it, people can't help but to talk about it... (Think - Jean Claude Van Dam - Volvo stunt) Or (West jets christmas giving video) there are endless examples of demonstrations of product services that the media would love.. Believe it or not, when you are having the most fun, are the most carefree is when you are most creative... (Hence the spirits- teeheee) Anyhow, when you finish the brainstorm.. which should be probably after a bottle or two.. you'll have everything you need to have a story.. You just have to trust you gut and pick the most amazing, fun, enjoyable, example of your best product/service demo, and you better believe if you can't wait to show people... They can't wait to show it to others.. that's how you become.. Newsworthy....
Just my two-cents...
Steph