Most of the times it happens through a wide spread campaign with a lot of variables. 
Starting from figuring out which demographics and localities you’re facing and – upon figuring that out – developing a marketing plan, the press release and who to send it to, etc. 
Along with that may go an initial publicity campaign in the social media world, getting you attention from that specific group of people you are facing. 

Related posts:

1. German media continues to demonize social media