It likely doesn't take much. I listened to a podcast with a similar company and started to research them as I was in need of work. I guess the hard part would

It likely doesn't take much. I listened to a podcast with a similar company and started to research them as I was in need of work. I guess the hard part would be to get on podcasts with a sizeable audience. I've found that in my startup, even though it's small, it can be easy to get free marketing. I think many people assume that journalists have a backlog of articles and they ignore their emails with suggestions. And perhaps that's true for big ones. We got free press simply by searching the archives or a few local papers, finding a journalist that had written a similar article and reaching out through social media. They are paid to create content, therefore if you get in touch with easy to create content (you are happy to help write/edit, make yourself available at a moments notice) getting an article written about you isn't tough.