I'm a writer for Wired.com and this article is pretty spot on. I'd just add a few things from my experience: + Think "fun" not "functional" The press, and tec

I'm a writer for Wired.com and this article is pretty spot on. I'd just add a few things from my experience: + Think "fun" not "functional" The press, and tech press especially, isn't academia. Editor's aren't trying to be encyclopedic. They're looking for things that are entertaining that will generate page views and respect from peers/advertisers. If you're in a "boring" market, focus on your bio or the amazing things your product allowed a user to do. + Optimize your company/product for press You can do a lot to improve your chances of coverage by the way you develop and position your product. - Look at how Buzzfeed and Upworthy write their headlines and practice pitching your product and its features that way. e.g. Look at a product like "Zombies, Run!" They're in a hugely crowded segment of the market, but a unique concept and catchy branding have helped them vault to the top of their part of the app store. - A friend developed a game for cats. It seems silly at first glance, but it's catnip to producers/editors/writers. Go after some crazy market segment, or serve them in some crazy way. Uber pulled a fun stunt over the summer where you could summon an ice cream truck and it got huge pickup. Even if your product is pedestrian, there's probably a way to optimize it for attention. - Have a compelling design — Visuals are huge. If you're making hardware, hire a pro photographer. If you're developing apps, have some unique UI features. Writers get a lot of pitches and having good art is a great way to grab attention. + Press coverage does NOT equal "worthiness" Don't feel bad if you're not resonating with the tech media. I've pitched stories about startups that have $100MM+ revenue run rates and millions of users that get rejected instantly. And when stories like that make it through, they often end up flopping in terms of page views. Contrast that with Foursquare who as of a year ago has ~$2MM and revenue and no shortage of ink. + Focus on your market Every startup wants the row of impressive logos on its homepage, but you'll often get better qualified leads by focusing on more niche publications in your market. They may not have the heft of the NYT or TC, but are a great way to actually drive your business.