I agree with J45, but if you really want to get press, here are some strategies that we used early on.
1. Do searches on Google News for topics or companies you compete with. See who has covered them and create a spreadsheet with their names, contact info, etc -- This tells you they might be interested in what you have
2. Reach out and personalize -- Show them you've seen and taken time to understand their perspective on the industry or competitor. In a nice way, suggest an angle that you feel is more interesting or which often gets overlooked which hopefully dovetails with your product and piques their interest. This helps the blogger/journalist think about the storyline and whether readers would find it interesting quickly and not your X, Y, Z feature which only you care about.
3. The angle should ideally be something you have unique insight into. It might be directly related to your product or just something you have data on because of your product.
4. Use data as possible. There are lots of unsubstantiated claims out there so journalists/data appreciate useful facts supported by data. Warning: Don't make data/facts up or don't try to draw inane trends from 2 data points as smart journalists/bloggers will see through that. Yes, hack doesn't mean being dishonest. You're trying to build a relationship based on trust so don't be short-term greedy and try to kickstart things on a lie.
There are some downsides to this. The biggest being that your data might get featured and not your company. This may not be what you want. But, at the same time, you may become a resource for the journalist which means mentions over time, they may come back to you for additional data and you get mentions. This has happened for us. We're a data company so we might not be apples to apples for you, but we're a go to resource for journos/bloggers and see mentions 1-2 per week in a slow week in major media because of early legwork we did (note: our press page is hopelessly outdated so don't judge us based on that)
I created targeted hit-list of bloggers that wrote about my competition or similar competition.
I also created a field that had sentiment analysis, so I read the previous article they wrote to see if the were PRO our type of tech or CON against our type of tech.
This would then allow me to send a more personalized email, and either give them fodder to support their PRO stance, or reasons to persuade them away from their CON stance.
In addition to this, there are different ways to reach out to them, wether it be via email, or other methods. I often find that starting some dialogue on twitter non-related to the subject and getting them to respond to you before "pitching" them works incredibly well.
Perhaps, but we're optimizing our journalist/blogger relationships for the long-term, i.e., when they have a question on X topic, they will call us first. Sure - they might not write about everything we offer them, but we want everything we send them to be seen as credible, interesting, and sometimes contrarian. I'm not sure a few extra press hits will be worth the hit to credibility of taking a short cut.