From my perspective as a former tech journalist, Sean nails the key points. Keep it short, sweet and remember that journalists see dozens of pitches per day --

From my perspective as a former tech journalist, Sean nails the key points. Keep it short, sweet and remember that journalists see dozens of pitches per day -- your startup doesn't deserve press because it's your baby. It needs to stand on its own merits. I have one additional thing to add, and this is important: build relationships with journalists BEFORE you need them. Build a friendship, ask for their advice, meet them for coffee, comment on their work. When the time comes and you're pitching your startup...you're going to be in a far better position and be far more likely to get covered. The other alternative: have somebody the journalist knows well introduce you.