Piggy-back on better-known companies

Many a little-known company has grabbed its share of media attention on the back of a better-known ally, and you can do the same. Scan the news sections of online magazines and you'll see major companies like America Online or AT&T mentioned frequently. Come up with an angle that ties you to a well-known firm and use the firm's name in your press release. The presence of other, more newsworthy company names in your announcement makes your announcement itself more newsworthy.