At Stormpulse we created an embeddable version of our Stormpulse map and got it on The Palm Beach Post and a bunch of other news outlets that no one in Silicon Valley cares about before we ever made it to TC.
But those 'unknown to the world at large' news channels are where people go to find our content, so they were the right places to distribute. Target customers first, buzz second. In our experience, if your product is solid, eventually you'll get noticed by someone that really needs to write a tech story (that's what happened for us); and once you're in to the stream, other, larger press (TC, etc.) will tend to follow.
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Steve Jobs emphasized the same 1-2-3 in that NeXT pitch that floated around HN and VentureHacks recently: http://venturehacks.com/articles/steve-jobs-pitch
At Stormpulse we created an embeddable version of our Stormpulse map and got it on The Palm Beach Post and a bunch of other news outlets that no one in Silicon Valley cares about before we ever made it to TC.
But those 'unknown to the world at large' news channels are where people go to find our content, so they were the right places to distribute. Target customers first, buzz second. In our experience, if your product is solid, eventually you'll get noticed by someone that really needs to write a tech story (that's what happened for us); and once you're in to the stream, other, larger press (TC, etc.) will tend to follow.