In the past, I have emailed blogs that have just written a story about a topic relevant to my company. For example, when GigaOm wrote a store called "Where's t

In the past, I have emailed blogs that have just written a story about a topic relevant to my company. For example, when GigaOm wrote a store called "Where's the money in casual gaming?", I emailed them saying "Hey, we've got a great way to monetize casual games." Their staff picked up the email and forwarded it to one of the writers. Since then, we have relied on a PR firm to get press. It costs money, but it can be very helpful. We are fortunate enough to have found a local, well-connected, and relatively affordable firm.