Tellus wanted to own search for its category in Los Angeles.
I made Cision, the network of reporters looking for sources, the first and most important tactic, and I answered every reporter who called.
My theory was backlinking and placement. No matter where, the more the better. Breadth beat prestige.
A couple of construction reporters called constantly for comment. I once turned up quoted on a local news station in Ohio, from something I had said in an article, with no idea how it got there. The relationships with those reporters through Cision were the most effective thing we did, for sure. Tellus held page one for years.
Being quotable is a channel. Say yes to every credible reporter and let the placements stack up.