Roughly 25 useful tech journalists are following my progress via Twitter and I regularly reply offering my perspective on stories. With a few from time to time I'll ask for their advice when they can add value and eventually when I have something fit for a piece I'll get in touch having already validated my experience and progress.
It's much better than cold emailing asking for a story about your launch. They want to help you but you have to help them finding a story out of your launch. If they know a little about your history it will help this is why building a prior relationship helps.