I ran a successful 28 day campaign with a goal of $40k, although I suggest you get all your work done (press release content, etc) in advance and have you press contacts, bloggers, socialites etc inline prior to your launch. I would however wait for your first wave of donations to come in what we call your love money from friends and family before reaching out to any media. You don't want to be knocking on peoples door with $40 in donations to show on your profile. Remember that people attract people. My opinion is you should have reached at least 20% of your goal before reaching out to the media. If you are raising capital for a physical product and you have prototypes available, I would in that case send those prototypes to socialites to review a week prior to your launch. This will give them time to review your product and write up something about it if they like it.