Here are few methods that I used for my company before it was sold last year:

Always Make Direct and Personalized Pitches to Publications: Approach the editors directly with a compelling message about what your company is doing for their readers. This should be personalized to their audience and you should take a look at a few past issues and reference articles when appropriate. You can take a look at their editorial calendar and see if your product fits into any upcoming issues as well.

Work from Niche Publications to Mainstream Publications: Pitch editors at niche publications that your buyers read. We used the following as stepping stones that eventually got us calls from CNN/WSJ. Start with well written non-promotional blog entries. Reference these blog entries when you approach your niche publications as evidence that you have something important to say to their audience. After success with some niche publications, use those articles to get you into a broader publication.

See if Member Association Relationships Make Sense: We sold about 20 percent of our services to schools. We were able to arrange an exclusive endorsement from some of the leading national educational member associations. We set up a deal where they showcased our product to their members, and it created a revenue stream for the association. This allowed us to gain further exposure within the media, and gave us a very powerful endorsement during the selling process.

I hope these are useful to you.

P.S. I looked at your site and it seems like you have a great product. Feel free to contact me directly if you have any other questions.

Thanks very much for your thoughtful response. Two of your three points were part of our strategy, we just haven't been executing as consistently as we should. Your point about member associations is well put. I'll definitely take a look at it!