If you don't have the opportunity or bandwidth to write, request to sit down with a journalist -- completely independent of any other agenda. Ask them what their day is like, what their job entails, what makes a good story for them and so on.
Anyone working in PR knows that one of the most challenging tasks is to balance the desires of the client with the actual news value of the information. This is where the "relations" part of media relations comes in.
Keep a close eye on how this plays out in the health field. We've known for more than a decade that aging baby boomers would impact the early part of the century, but the intersection of health care needs and mobile and social media technology was not fully anticipated.
The business world is full of rules. Some succeed by following them, others by breaking them. You have to find the right balance. If you break all the rules, you may frighten people. But if make your own rules, they may not even notice.
Unless you are a big deal, press releases are often useless: If you are Apple or Tesla, the world will cover your press release. If you are Joe Blow or Joe Inc., nobody cares about your new product or service launch.