How Do You Get Press for Amazon Products?

CNN's John Sutter has started a company called Press X to help Amazon sellers get press for their products. The idea is that if an article goes viral, you can spend $100,000 or more on the media and it will boost your sales. But at the same time, when something doesn't go as planned, people just don't like what they're seeing. So how did he come up with this strategy? He says networking helped him find out.