“Journalists are biased.” “Our PR firm just doesn’t ‘get’ our message.” “We need at least one media hit a week.” Oh, and my personal favorite: “Can we review and edit quotes before the piece is published?”
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If your startup marketing strategy includes getting press coverage, you should read this. And also this.
But I also encourage you to think whether that's actually something you need, how badly you need it and for what reasons. If the answer to the latter is "to get traction and grow my user base", that's probably wrong as I explained here.