(not really, but...)
Generally speaking, most of the tech news out there is new, timely, something that has happened recently. For app developers that could be many things, like:
BTW, I would like to announce that I have acquired a muffin from 7-eleven. Terms of the deal were not disclosed. ↩
Regarding scope, consider your product and what publications might be interested in it. If you're in Japan, then Japan- and Asia-based media is possible, including print. For iOS, all the Apple blogs. Games, gaming sites/mags. ↩
What I mean here is that perhaps the topic has been adequately covered by another media. I can just Tweet that. I don't want to rewrite the same info. ↩
Know the scope of a publication before you approach them. For example, at The Bridge, we target much of our information towards investors.
In short, figure out what a specific journalist/publication wants instead of trying to figure out what they all want.
If someone is going to write about you, they need material. So having information already available on your site is helpful.
Make it available on your website.
Print media typically needs high rez photos. You should not overlook print media. ↩
You can build your own audience, shape your own message. You do not necessarily need tech publications at all.
Or build a newsletter. Ben mentioned Launchrock.
Sources go direct:
When you find a journalist that you think might be a good candidate, look to see what Twitter list he/she is on. You might find other journalists who cover that same beat.
Example: from twitter.com/1rick/memberships you might find many others who write about similar topics as me.
Compile a list of tech journalists you hope to engage, make a twitter list, and check in on it every now and then. RT, fav, reply (when you want to).
Be genuine. Don't spam.
This is far better than an embargoed press release for a launch, in my book. I can process, think, reflect. I can write a more thoughtful piece.
Unfortunately, I'm not sponsored by Test Flight. ↩
If a writer isn't into your product, just move on. Don't nag.
Make founders available for an interview, either in person, over Skype, or by email. Different writers will prefer different methods, so give them options. I like to meet in person, but location may not always allow.
Before your interview, know what you are willing to talk about on record, and what you aren't. If you disclose something you shouldn't have, that's on you.
Many interviewees ask for modifications after publishing. Don't expect journalists to comply.