The key to dealing with the press is to call them yourself. If the big press is ignoring you, then go smaller, until you can talk to someone + get them to writ

The key to dealing with the press is to call them yourself. If the big press is ignoring you, then go smaller, until you can talk to someone + get them to write about you. Press people sometimes have to dig for news, so if you send them as much pre-written stuff as possible, it can make their job a lot easier. Especially if they hit a slow day. I would hire a good press relations company who is familier with your market before a marketing person. You can turn them off if cash get's low, and they should already know all the right press people in your industry. Often times the Press people are not all that technically savvy. I've spent hours on the phone educating them about my industry, what makes us unique, and why people buy our product. They often appreciate this and we will get more coverage. But don't be annoying. As with anyone you are selling to, always ask when you could call back if they are busy. i.e. "sounds interesting, but we're really busy right now" "I understand. Would you mind if I contact you at the end of the month? We're coming out with a new version + I'll update you on that". They will appreciate you giving them control of how often you bother them. Personal contact from the founder/inventor will always be more effective than some PR service.