Can you buy media?
Yes. In every bookshop or newsagent’s.

Of course you can also buy advertising space. And, in the case of certain
media, make it come across as if it had been created by a journalist.
This is called advertising. In such cases, however, you should not
underestimate the intelligence of the readers, listeners or viewers.

You can also tell stories and dress them up in such a way that they
actually arouse editorial interest.
This is a discipline of PR.

And then there is the converse scenario:
It is not you who wants something from the media but the media which
wants something from you.
To act professionally in such cases is also a discipline of the kind of PR in
which we are proficient.

99.999 media tips – or less – you find here (in German).