Any tips or stories on how to plan a successful PR / press launch

We're in private beta and plan to launch a social product in a month. I feel it would be good to leverage traditional media to create a snowball effect. I love this one on how Ryan did it for Product Hunt. https://www.fastcompany.com/3024472/how-we-got-our-first-2000-users-doing-things-that-dont-scale Looking for similar stories or strategies