Basically you need to generate relationships with editors and writers at magazines/newspapers/blogs you wish to be featured in. How do you meet these influencers? Go to events, business functions, parties and shows the writers are likely to attend.
To summarize: PRweb.com has varying degrees of success, try prleap.com instead. PRleap is cheaper and has higher signal to noise content, while prweb is spammed mercilessly. There are so many poor quality psudo press releases on prweb most writers and editors tend to ignore this as a serious source of news.
Also, help the writers do their job. If a staff writer from the New York Times contacts you with questions about a story, do some of their work for them, research the topic and let them know the results. Nothing will keep you on the top of an editors mind better than making their job easier.
Discover the importance of utilizing media kits, and press releases for better exposure with Chris Winfield from 10e20.
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