Do your homework before sending errant pitches to the media. Research your competitors and find out who has covered them in the last year or so, then start following those reporters and writers. Pay attention to the stories these targeted reporters cover by setting up RSS feeds of their most recent work (you can use a service like Google Reader to organize your feeds, I use the RSS function in Mail on my Mac). Reach out to them genuinely, after you see a story that piques your interest. Introduce yourself and begin a conversation.