Chris wrote up some great tips. My favorite:

Try to put yourself in the mindset of the journalist. How will this story get them on Techmeme or featured by their editors? What were their most successful recent stories? Do background research on any reporter before talking and read a bunch his/her articles.

Other tips mentioned in the article:

• Don't be afraid to ask what the rules are.

• Treat journalists with respect.

• Don't use a PR firm unless you are very successful already.

• Your existence is not news. Launches, financings, and acquisitions are news.

• Whether you like it or not, you will be put in a category, and might be compared to other companies, "horserace" style.

• Don't just contact reporters when you need them.

I love that last point: Try to be helpful even when you don't need their help.

Also excellent: How to pitch your startup to tech bloggers...

And: How to get media coverage for your startup: A Complete Guide