A targeted emailing can help. The Internet News Bureau sends press releases to over 1200 media professionals who cover the net. The advantage is that all 1200 people who receive the mailing actually want to read it. If you want to reach the press, this is the way to do it. Note that whether you use this service or do it yourself, the key is to reach those who've requested the information.
Nobody likes spam.
In fact, spamming can get you blacklisted. So do it right, or don't do it. They may visit your page. They may even link back. Email the creators of sites you admire.