Here are (some) steps founders can take to get reporters to write about their companies (a thread). (Caveat: this thread is not exhaustive and really applies only to me)
I meet a lot of people searching for something (career, relationship, etc). And yet, when it’s put in front of them, they won’t pursue it because they fear pain (getting hurt, failure, etc.). So they unconsciously (and expensively) trade self protection for misery.