A part of the process that I think everyone is ignoring here is also to pay attention to what your story is. It takes a lot of careful time to think about what

A part of the process that I think everyone is ignoring here is also to pay attention to what your story is. It takes a lot of careful time to think about what makes a great story. Pay attention to what the press writes about and where they see conflict (always a good source for a story). Creating your story around how you are going to be a game changer relative to 4 unknown startups vs how you are going to revolutionize a market dominated by google, microsoft, etc.. journalists and press will obviously write the latter. why? b/c what they care about is driving page views and readers. some do care about the topic and the story and trade on their reputation for being a deep expert. But remember, they need to make money. help them craft a story that will drive page views (which equals $ / CPM). Have your collateral (screenshots, product videos, exec summaries) so that they can just clip in your content. there's some press that will take the time to really understand your story. there's others that fall into the category of, "if i spend 5 minutes writing a story here i can generate tens of thousands of page views which gives me $x". make it easy for both categories to write their articles. remember.. it's all about understanding other people's motivations.. not yours.