I've never done it myself, but I'm currently participating in TechStars seattle and have seen some mentors speak to this topic. The general consensus on how to

I've never done it myself, but I'm currently participating in TechStars seattle and have seen some mentors speak to this topic. The general consensus on how to get into the press seems to be three key points: 1) Be an area expert 2) Establish personal relationships 3) Leverage your expertise through personal relationships More concretely: Do everything from conduct surveys and independent research, all the way to writing articles that could more or less be published in whole or in part by a target publication. These should be things that have compelling stories in them and are about your industry and your desired press narrative, but not necessarily about your company. Use this process to establish that you are an area expert. Feed this to journalists. Make their jobs easier and make them trust you as an area expert. Once you've built trust and provided value to a journalist, you can ask them to provide value to you. Provide them more article fodder and ensure that your company forms a part of the narrative.