Become an information source

In the battle for publicity, the best weapon is a personal relationship with the editors of magazine sections you're targeting. And the best way to establish such a relationship is to become a source of useful information or ideas for that editor. Call key editors and offer some inside information about your industry. Take them to lunch, or buy them a drink at a trade show or conference. Once you become part of the editor's inner circle of information sources and acquaintances, you'll have no trouble getting your company mentioned in relevant articles.