Journalists can only report what they know about. Is your company still top secret for most of the audience instead of simply top? Let’s change this.
The tools: a custom-made mailing list. Find the "right story" and make it into a proper text. Interesting images. Maintain long-term contacts. Answer questions with friendly persistence.
funkelrot knows how this works.
(Also, because as a journalist, I am on the receiving end of press releases on a regular basis.)