In order to represent a company/product more comprehensively writers apply to leaders or influential individuals of the company. References, or company mentions, allow companies to be in the limelight all time and remind about themselves. Even after becoming a thought leader, it is essential to keep yourself "fresh" in a media and go on building reputation through company mentions.
The aim is to sort of "exist" in the head of journalist when they are writing an article about a specific topic. It is more achievable to become a thought leader in Mobile Search Engine Optimization (more narrow ) than in a Search Engine Optimization (SEO) section.
Here beneficial would be to create a company or personal blog that will introduce its "voice" online. Additionally, it is possible to feel advantages from special services where your company can be referenced. E.g., free service Help A Reporter (HARO) provides writers with quotes they can use writing articles. According to the annual Survey of the Media, it received much attention from journalists – 9% of reporters permanently use it.