How do you promote stuff without already established social media status while not behaving or feeling like a spammer? Find people who would have a self intere

How do you promote stuff without already established social media status while not behaving or feeling like a spammer? Find people who would have a self interest in promoting your stuff. You might have to tailor your story, but I mean things like sites that link to cool new stuff, the press, newsletters, etc. Anyone whose job it is to link to stuff like yours, that's who you want to know. Unfortunately your site isn't loading for me at the moment so I don't have any ideas, but just from the sound of it, Lifehacker might be one such place or even ProductHunt.