Basically, it tells you to approach the media not only with information about your product, but trying to relate your product with something that media might already be interested or looking for to write about.
In the video, is given two examples, both very interesting in terms of the strategy used but mainly about the outcomes. I will summary the first example for you.
The first example is about a startup/app called Klooff, which is basically a Instagram focused on pets. So, the user takes a photo from his/her pet and uploads it using the app.
Trying to get media about such type of app may not be easy, since the market is overloaded with Instagram-type apps. So, after some brainstorming, was decided to relate pets with relationships, which is a topic which the media is much more willing to talk about that.
They tried to find some survey about what a dog breed can say (or at least gives the impression) about his owner. They didn't find any so they did one survey but their own.
With the survey result, they approach the media and had a great coverage.
For more detail about that example, just watch the video.
That method of trying to get PR is interesting, but as you can see, can be very demanding also. But in any case, you now have one more way to think about your PR.