Use all the contacts you have. But also think more strategically and plan what your press contacts should be and go out and get them. Forget about press releas

Use all the contacts you have. But also think more strategically and plan what your press contacts should be and go out and get them. Forget about press releases. Establish direct connections with the press now, before you know them. If you say one day "oh, let's get press coverage" and expect it to happen instantly, you don't know how it works. Also, question the usefulness of getting press coverage. We were on TechCrunch. It sends shockwaves all over the blogosphere for a week, which is nice. But you need to make your users happy. We also were on the front page of smaller, but still national media: got 100 visitors that day (barely measurable and completely insignificant). I guess my point is that the days where the press would make or break a company are over. Media is too fragmented, too many people get their news from "alternative" media, you can't expect to kill all your birds with one shot.