When starting your company out of school, consider publishing a launch notice on your schools website and ask them to send out a press release about your launch. This has worked quite well for the wedding registry venture I have worked with. Their Professor published a launch note on his website, which resulted in ZDF, a major public news station covering the company in an online article about university spin-offs as, well as fem, one of Germanies leading online Magazines for women, writing a review of their service.