[tomwalker]

I have had some "good coverage" in my niche from some big name magazines related to my products field (non-tech).

I did not use a PR company.

There isnt a secret. Just meet lots of people, ask them to suggest other people to meet and dont expect a story from everyone. I find that for every 10-15 journalists I have met, I have got coverage.

In my experience, after meeting a journalist they will often email to clarify points. Dont overload them with data here. Dont send them a pdf file. Give them well worded answers and maybe a few extra points that you wish to reinforce.

Luck also helps!