Through a platform like PR Web^[3] or PR Newswire^[4], you can submit this press release to thousands of potential news platforms at once, some of whom will inevitably pick up and publish your piece. Press releases probably do little (if anything) for your SEO, but they can have a positive impact on your branded search results, helping with online reputation management.

2. Reach out to individual journalists.

Alternatively, you can identify and work with individual journalists to get your startup featured in a story. This could be good if you’re looking for a more in-depth piece, like an interview, or if you want a regular contact with whom you can work for all your company’s future announcements.

Related: PR Expert: Social Media Has Obliterated Traditional Public Relations^[5]

The tough part here is finding a willing journalist. So, start by researching some of the major publications in your industry and reaching out to individual staff members (you can usually find their contact information on the publisher’s website or on LinkedIn). PR companies often specialize in establishing relationships with journalists for such purposes. If you’re the DIY type, here’s a walk-through^[6] on how to identify and pitch journalists your story.

3. ‘Newsjack’ existing stories.

This is a risky move, but it could help you generate more attention for your brand. There are a few different ways to newsjack an existing story, but all of them share a common theme: taking advantage of the popularity of a previously existing story for your own benefit. For example, you could do a write-up on your startup’s opinions about a given news event, or jump on the bandwagon by taking action in line with or against a major company action covered in the news story. This type of move could get you featured in follow-up pieces.

4. Get involved in local events.

Keep an eye out for local events that are sure to attract media attention, and deliberately get your startup involved. For example, you might sign up as a speaker for an industry event or convention, or you might volunteer your staff for a charity event.