Ask HN: How to get media, blog coverage for a new startup/product/technology

What are some tips & tricks to get media coverage for a new startup that hasn't been _publicly_ funded yet?

All the blogs (TC, GigaOM, VB, etc.) have staff writers and these staff writers need to publish X amount of stories per week. Most of the time, they're not even stories, just gossip on who raised what and what these guys are doing. Little substance usually.

Is the best method to simply email writers and ask them to run a short story on what you're doing, your technology, your team, how you're trying to change a particular sector, etc.

It's easy for the likes of Max Levchin to get press coverage on an idea (Glow) before any tangible goods, but we're not all Max.

Would love some insight.