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Make relationships, it's simple as. You can very easily do this on Twitter but it's similar to investors in the sense that they won't pick up on you without an intro or building a prior relationship.

To get the most out of journalists at events you have to do your research. I went to TC Disrupt and got almost no press at all but did start some relationships. Six months later I went to LeWeb and prepared and was able to get an interview on the Wall Street Journal, TNW, Huffington Post, France 24 TV (CNN of France) and many other publications.

All I did was research who was going to be there and emailed them telling them about me and my startup. They then lined me up as a target to interview rather than me having to follow them. If their editor already knows about you before they go filming then you have a better chance as the editor has the real control, if they like what you've said in the email or call then the chances are they'll be wanting to get a lot from you as they think it'll be used.