While relationships are important, content is king. Have something unique, relevant, valuable and targeted. For example, don’t expect someone who covers large companies to write about a start-up or product that’s targeted at small businesses. If you are targeting local media, have news that is tied to that geography. The classic response from a reporter to a mis-pitched story is “have you even read my articles?” Don’t be that person.
Getting media coverage in general is about having compelling information – unique data, insight into a hot-button news issue, a product that is truly revolutionary, etc. If you can’t figure out how to make your story truly interesting to a large audience, go back to the drawing board.