How To Get Media Buzz

Q:We're a software company with big product, and little money. Need to get media attention, and create buzz on no budget. What works? I know others have been here. What gets press releases or other product news picked up by net media? Any suggestions, experiences, resources, much appreciated.

A:"Media buzz" depends a lot on "product wow". You might want to give a little more information on what your product is all about and also what it is you are trying to achieve. Your post appears to be a question on the process of promoting your product. Are you wanting to create product awareness, are you trying to trigger a buyer response, or is the purpose to get resellers excited about carrying your product? Do you have a target buyer profile? Do you know what channels are best suited for reaching the targeted prospects? Is your organization prepared to handle the follow up? What is your desired timeframe for creating the "buzz"? Are you in a "do-or-die" situation where some creative "guerilla" approaches would be considered or are you in a position to follow a more traditional route? If your product is "big" then you need to think and act big. Do you literally have NO money for marketing? If not, then you need to build your contact base and start finding the people that have been there. Talk to people that know. Ask questions. Determine where you want to be, then head there. Steve Crisp is right, you need to do everything possible to be visible to those that may use or purchase your product.