Don't get caught up in thinking that your product isn't worthy. Buzz is cheap, easy to create, and anyone can get it.

But don't wildly go pitching your startup to the managing editors at TechCunch - that won't get you anywhere either. You need to specifically identify key writers that are currently interested in your niche and industry.

Create an "angle" on your startup based on current events - and if possible the last article they wrote and tie it all together for them. The more work you do, the easier it will be for them to run with the story.

Just keep in mind that you shouldn't write from the perspective of your benefit - create valuable content for that individual's audience.