How to Talk to the Press
Here’s a video featuring editors and reporters from the Wall Street Journal, Wired, TechCrunch, Seattle Times, and Seattle Post Intelligence discussing how entrepreneurs should pitch the press. You can also read the wrap up if you’re too busy to watch the video. Also, here's a video featuring only Michael Arrington from November, 2006.
The short story: Create something great, throw out all the marketing bull shiitake, and explain it in thirty seconds.