US News & World Report is famous for their rankings of the top hospitals and schools.
How did they get so famous?
One of their secrets is that all the winners are given one week advance notice to prepare their own PR campaigns about the rankings. Instead of the magazine having to get its own PR, it has the help of 50 of the biggest press offices in the country.
When you have big news, figure out who else has an interest in sharing the glory — and let them share the promotional work too.
(And if the story is just about you, maybe you should find a way to include a more-famous friend.)