Once quotes from your team start popping up in tech industry articles, use that credibility to go for your first press hits. Your instinct might be to blast out a press release to all the top tech sites, but considering the number of unsolicited pitches these journalists receive daily, this is likely to fail. One solution? Think lifestyle, instead.
In 2016, tech touches all aspects of life — fashion, art, food, music. If you expend your efforts going after TechCrunch and Gizmodo, you may get lost in the shuffle. Pitching stories to lifestyle sites whose subject matter relates peripherally to your company helps you stand out. A few years ago, Teen Vogue may not have covered new apps, but now such pieces are commonplace. Refinery29 has a tech writer, and VICE has an art + tech channel. Get creative.