Marc, as to the question of how to get an interesting company onto the radar - well, what’s it done? What does it have to offer? And more importantly, who’s talking about it and why? Generally Man + Dog + Idea is of only limited interest. Man + Dog + Idea + interested customers making noise on blogs is much more write-worthy. And then there’s the indefinable element of zeitgeist - which doesn’t quite mean fashion (I don’t think).
We are going to have to launch a story in blogosphere and then move it up to traditional news media. More work; but more opportunities.
Note to reporters - Why you should read that boring press release.