How do you get newspapers, magazines or news websites to talk about your product so that you can put "As Seen In" links on your site?

So many web 2.0 type sites these days have a "As Seen In" or "Featured In" section on their website. Does anyone know what the best approach to achieving this kind of PR is?

One way is to subscribe to "Help a Reporter Out".

http://www.helpareporter.com You will get an email list of requests by media people for specific topics - a California short sale real estate expert, or mothers of twins, or people who drive hybrid cars. When there's a request that fits your business or product, like a request for time-saving business software suggestions, you can respond, and there's a chance the reporter may feature you in their story.

When you distribute press releases they can be picked up by media and sites like that.

We have used Marketwire.com