By the way, I also found this interview very helpful. As someone who has been on the other side (a journalist) I know that press releases have to be unique or they will get trashed. I also know that if you live in or near a smaller market, or if you can find a trade publication that specializes in the type of industry you want to work in, you will probably have more luck getting exposure. Diana is right, it truely is all about finding a unique angle for what you do, which is actually pretty easy, because this is a unique field, growing and totally newsworthy.