My startup make educational games and applications for kids, that are actually fun (instead of just educational and terribly boring, or entertaining but teaches lots of bad stuff).
Yet... even when I want to tell a journalist to cover us, I don't find a reason to do so... I mean, what we are doing is not sexy, also we don't have famous VC with us, also we did not went to YC (and won't go, the CEO has wife and very little kids and cannot move away for 3 months), we don't know in person anyone famous, we had no crazy or surprising funding, our product despite being novelty in the sense that everyone else go pure entertainment or pure educational is still not much "disrupting", it is just something we found a demand and no offer and decided to offer.
I even met recently the editor of the largest brazillian tech magazine... And I had some small talk with her, but I found no reason whatsoever to give to her to cover us, and it is not that we are unknown, because she uses our products and love them, it is just that... :/