1. Make great apps.
2. Be human.
3. There is no three!
Seriously, devs want great publicity, journos want great content, if everyone is doing the best they can, and not being robots or dicks, magic happens.
“Most developers just SPAM every press related email they can find and have a very low hit rate, not to mention piss off the very people they are trying to befriend.
And speaking of befriending, that’s one of the keys to a great app launch — getting to know lots of people in the industry... I’ve been going to conferences, blogging, tweeting, etc. for years now. And many of the people who write about my apps are people I now consider friends. The kind of people I hang out with at WWDC just to hang out, and talk to about industry news on AIM, and debate on Twitter about random stuff.
There are some really cool people in this industry. If all you do is beg for coverage, you’re missing out on getting to know some great folks.”