John, from Duct Tape Marketing gives some great advice on his blog on how to get in front of that journalist you are dying to have write a story on your company.
It’s very practical advice, and fairly easy to follow. Stop sending endless press releases and pitching story ideas… and instead follow John’s advice:

  1. Build a list of journalists that you think might care about your story.
  2. Read everything they write (use a Google News search by their name and subscribe to the email alert or RSS feed – you can follow a lot of journalists this way.)
  3. Find their blog and subscribe to, comment on and write relevant trackbacks to it. (Most journalists have one now.)
  4. Set up a routine of sending relevant content to them that is related to articles they write.
  5. Don’t push for any stories (unless they are truly news) until you’ve done this for weeks

-Sabrina Parsons
Mommy CEO

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Sabrina Parsons
Sabrina Parsons

Sabrina has served as CEO of Palo Alto Software since 2007.