Most people -- regardless of their company or product -- go about attracting press the wrong way.

The publications exist to provide value to their readers and increase their own readership.

Rather than proclaiming how your product is the most amazing thing since sliced bread, think about it from the publication's point of view.

How will YOU help THEM solve a problem for THEIR readers?

Secondly, do your research on which author/contributor/editor/writer to contact. Not all cover the same topic, nor do they all have the same interests. What may be appealing to one may look like spam to the next. Understand who on staff covers your industry or similar products. Look at what features they highlighted in other product/service reviews; these are the issues they feel are important to their readers.

Help them solve THEIR problem and they'll write about you all day long.