Make yourself useful and reporters will realize that you care about more than a cheap score.
PR people in many cases are borderline intolerable. The few that are well-received generally position themselves as utilities. They're able to do research and help reporters get stories written that aren't necessarily about their clients. If they are, it's in a nascent, industry-relevant manner--one that positions the client in the industry versus lauding them with attention.
Play the long game.