Following up on this, once the first 'major tech blog' has covered you it is a whole lot easier to get the others. For my last project, GroupTabs (didn't work out, but that is another story) we id'd a journalist who had been working our beat (LBS). He was very receptive (http://venturebeat.com/2010/08/09/grouptabs-rewards-groups-f...) and once that hit, Mashable followed (spark of genius is invaluable press opp).

After that the bloggers started coming to us.

People also did seem to like our video as an 'outrageous' pitch: http://www.youtube.com/watch?v=ACh-FqQqU4Q