James mentioned this great post by Mark Hendrickson about how to get press for your tech startup:

http://markmhendrickson.com/how-to-pitch-a-tech-blogger

See also: How to Interact with the Press, by Chris Dixon.

And: How to get Media Coverage for your Startup, by the co-founder of Buffer.

See also Daniel Odio's post about getting press, which says

First off, let’s think about what a reporter’s daily life is like. Most reporters, from what they tell me, get several hundred emails a day. Many of those emails are from PR people spinning their latest client. So already it’s hard to get their attention. And if you’re just another one of those PR people, forget about it.

Key Tip: To get through the clutter, I rely on a basic fact of human nature: People love to read about themselves.

And then he talks about how to do that.