This marketing strategy is a press and publicity opportunity that is generated from other press and publicity opportunities. 
If you ever get interviewed on a radio or television show and/or for your local newspapers and magazines, I have one question you should ask at the end of that interview that can help you turn that one interview into many interviews (more press and publicity opportunities).   

The question is very simple: "Who else do you know that might be interested in this topic or this story?"  Then, just wait and see whom  they can connect you with.  The interviewer will most likely give you names, phone numbers and/or e-mail addresses of reporters/journalists, which then gives you the ability to connect with those people and name the person that referred you  -  that gives you instant credibility.

In other words, name names! When you call the other journalist, say the following, “I already did an interview or story with "Mary Jones" at NBC and she thought you might be interested in this story as well.”  You’ll enjoy instant respect and credibility because you named one of their colleagues/friends.  You are 95% more likely to get that story on the air because you mentioned their friend’s name, than if you had just called out-of-the-blue and pitched your story. 

Also, if they know you already did the story, they’ll want to tap into that story and offer it to their audience as well.  It's a fantastic way to get plenty of interviews, press and publicity. Remember, press and publicity = more business, leads, sales, interest and credibility.  This is simple and VERY effective.  DO IT!