I have an online service (website security) and a blog where I write about prevalent hacker attacks and about how to detect break-ins and clean up websites.
Every now and then, big-name sites and blogs of well-known companies refer to my blog posts. Sometimes journalists ask me questions and then quote my words in their articles. Sometimes they even mention my service (since I mention it in my blog posts).
However, all stories are not about me or my service so I can't put a "Featured on NYTimes.com" or "Recommended by CNet" banner on my site. Still I feel that I somehow should benefit from those references. At this point the only thing I do is tweet about articles on big-name sites that refer to my posts, but as long as I'm not Robert Scoble this hardly makes any difference.
By big-name sites I mean: (The New York Times, Washington Post,Guardian.co.uk, TheRegister.co.uk, CNet, PCWorld, ComputerWorld, CIO.com, Sophos, IBM, Google, etc.)