Getting press coverage (aka 'ink') has always been a powerful thing for a brand. In the past it's been the job of a reporter or pr person to 'get-it-out there'. And for a long time this approach was effective.
But today we have a shift, where the most effective 'ink' today comes from people, blogs, tweets and Facebook posts.
Don't 'get-it-out there'. Give them something to 'put-out' there.