I purposely have not added a step about getting media attention because I think too many startups:
However, if you think getting press is a key element to your growth, you should buy this guide by Adrian Salamunovic. I worked with Adrian to create it and it is - by far - the best and most comprehensive guide on getting press.
*A personal anecdote on what happens when you get covered by a lot of press:
Several times I have had major press coverage for a startup. Frankly, it's a lot of fun and the initial bump in numbers is a rush. BUT, there are hundreds or thousands of people who "troll" popular press and you will be inundated by salespeople who want to sell you everything (many are very persistent), partnership offers that don't make sense, additional interview requests, product questions from people who prefer to criticize rather than purchase.
Remember, when you're only a 1-5 person team, you can't afford to have one of the founders take time off to do the media circuit or waste time doing anything other than building the business. Once you've figured out how to grow your business, retain customers, optimize profit, grown your team, and have systems in place to on-board a lot of customers - then you should hit the media circuit - and benefit from large numbers.
Do you have experience (both positive and negative) with the press? Share it in the comments below (in a way that others can benefit from your experience).