I learned it from watching Dennis Rodman and Paris Hilton. Tell the media what they need and want to hear. Give them a place and time to talk to you about it. Watch the headlines roll in.
Dennis would tell them where he would be partying, with who and something wild he would do. Paris would tell them what she would be wearing and what celebs she would be partying with. Both knew exactly how to leverage the media of the time to their advantage.
It wasn’t long after I got into the NBA I realized that every team had multiple media outlets that had to write, talk or broadcast something every day.