Another important factor is that there should be enough information available so that he can assess the claims made for the product and also have sufficient background information to craft an article that will hold a reader's interest. It is difficult for him to check your overblown claims. If he hasn't got the time to do it, he will simply kill the story. Highlight the human angle. Focus on the people, not the hardware.
Torchbearers are especially good subjects.
Keep journalists in mind when you design your websites. Make sure the site is updated regularly. Include graphics journalists can download. J ames Kennedy, Occupational and Health Reporter for BNA Environmental Report, was the next presenter. Kennedy writes for a target audience that is much more specialized.