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)
The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch: 20VC: Box's Aaron Levie on Why Founders Cannot Hedge Their Bets, The 2 Categories of Wrong Decision and How To Avoid Them & The Biggest Dangers of Being Over-Funded as a Startup