Ah - you're interested in releasing press releases, not generating them. I would start contacting relevant blogs / bloggers directly. If you can get it picked

Ah - you're interested in releasing press releases, not generating them. I would start contacting relevant blogs / bloggers directly. If you can get it picked up in a few major channels, it will echo. Posting to HN can also be a good method. In either case, it helps to have a good presentation with some appropriate media content so that it's easy to prepare a compelling article about it.