The long answer, I'm not a PR professional, but what's been working for us is to find some headline hook.

I'm not trying to write the article for the journalist but to pull out what's interesting. If it's an Australian blog, I'd make a big deal of the fact we are Melbourne based 'Aussie battler hits Top 20K sites globally in first month'. If it's someone like GigaOm, I'm trying to find some other 'cut through' that will grab the journalists attention.

I think in this case, the headline I went with was 'New startup Trunk.ly bookmarks 5 million links for users in its first month'.

The press release itself was basically the same regardless - a story about how we launched, what we do in the first paragraph, then facts figures and quotes. Overall I try to tell a story, but I make sure there is plenty of quotable things too.

In practice this seems to of been working OK - what's interesting is that the quotes facts and figures rarely, if ever, get used, but I think what's going on here is that we are capturing the blogger /journalists interest enough to want to research more and write about us.

I never tried to pitch the NYT, I think pitching a tech blog is a lot easier.

The question I'd love to know the answer to is do the NYT curate inbound syndication - did some sub-editor somewhere make a decision to run the article, or was it purely automatic?

Follow the flow of information. Who is the original author? Where was the piece originally published? Well the author is Simon Mackie from GigaOam. The piece was published in the "collaboration" section ~ http://gigaom.com/collaboration/ an area of reader interest that gigaom has a separate category for. If we look a bit closer at the author we and we check his bio, I noticed Simon did a stint at SitePoint ~ http://www.sitepoint.com/about/ Now I know that's a Melbourne company because I worked with Daks (Mark Harbottle) in a previous startup. I guess you should ask the author about the jump to the NYT ~ http://twitter.com/spiky_simon

The point is, the product is in a growth category and the author knows the startup scene in Melbourne. So is it a case of luck? or making your own luck? I think the later is the case.

I'm asking because from what I read bloggers don't particularly like getting traditional press-releases.

Probably by making a product that people want and maybe a good bit of timing. If you read through the first post by Alex ~ http://news.ycombinator.com/item?id=2014567 you'll see a mention of Yahoo refuting a claim they are closing delicious, but instead making it know the wish to sell.

When launching a new service with a big existing competitor, uncertainty can be used to boost user interest in alternatives.

I saw Pinboard, Diigo, Evernote and Licorize working to take advantage of this (like getting mentions, actively posting on blogs, answering questions in Quora - all the things we've been doing) but never really saw Historious doing the same.

The other thing (yes I'm biased) is that I think Historious isn't the same as Trunk.ly - Historious is a Delicious replacement service that builds these features on. The attraction to users is that it's Delicious plus.

What we're trying to do with Trunk.ly is rethink how the whole bookmarking experience should work. So yes, we took advantage of the cut through we could achieve by positioning against Delicious, but in reality our market is not frustrated delicious users (which is kind of where I think Historious is placed). There's been very deliberate design decisions to resist at the moment some things that Delicious users think are critical.

We're trying to bring bookmarking back to the mainstream audience who left Delicious behind a long time ago and moved on to social sharing in Twitter, Facebook and others. While functionally there are similarities (how many ways can you bookmark a link), from a positioning and direction point of view we believe we are different and have a different vision.

From a coverage perspective we have a simpler positioning and broader "mass" appeal, which is likely to be more attractive to a larger blog property.

Here's an example of what our press release says "Trunk.ly is a service that hooks into your online social networks, collects all the links you share then builds a personal search engine of the web page those links point to." Not once in there do we actually describe ourselves as a "bookmarking" service, although that does get written about us by others. So it could also be a bit of differentiation.

The concept of fixing "broken ideas" is counter-intuitive to spot because by nature you have to see they are in fact broken to start with. PG essays are littered with this simple concept ~ http://www.google.com/search?q=site%3Ahttp%3A%2F%2Fpaulgraha...