Want press? Leverage your relationships with the press and tech bloggers. Sounds fantastic; but, what if you don't have any relationships with the press?
But follow us on Twitter or Google+. Comment on what we write, even (especially) when it isn't about your product category. (You can like a cat video, y'know. Or tell me about one.)
Let me get to know you as a person, and then when you send me a note telling me about your imminent launch, you aren't a stranger asking for something.