I think press does something that advertising can never do: providing social proof. Advertising gets you eyeballs; press gets you eyeball + proof (that a startu

I think press does something that advertising can never do: providing social proof. Advertising gets you eyeballs; press gets you eyeball + proof (that a startup is worth knowing more about). But, yes I agree that pandering to a journalist's taste isn't a great idea. But that's not because I think it is against my philosophies (or such), rather it takes so much time to figure out what works for him/her. As I commented above, I still haven't found my hook. And I'm vaguely aware that the hook will vary from journalist to journalist.