You pitch yourself. Emailing pitches to reporters and producers. The pitches should pertain to what's current and your "brand's" twist on it. There has to be a hook and it has to be relevant.
Make sure you're pitching to the right reporters and producers. If you're a horror film director and you have a child in preschool, and want to pitch a story, "Scary Daddy, Spooks Preschool Parents," you wouldn't pitch it to Dateline, but the View might find it entertaining.
Also, if this is new for you, start with local stations and local publications. It takes research to find the right fit, but it's worth it.
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