I guess thats everybody's dream- sitting next to Oprah, while she is holding your hand and talks an hour about your website :-)))
If you have a website which is somehow unique (this wont work with a phpebay site) chances are you could get some coverage from your
yout local newspaer or tv station.

Tv stations usually use newspaper as an "inspiration source" so you should approach your newspaper first.
But how to get them interested - its easy just give them a call! Sending out those online pr articles dont work!
Maybe you experiences with online pr are different/better...