Wrote this article on pitching that might help:
http://www.crowdcrux.com/pitching-a-rep ... -campaign/Basically, the steps are:
1. Create a list of relevant journalists/bloggers/influencers
2. Find out the types of stories they cover.
3. Try to connect with them in some way on social media, via comments, email etc to get them to know you.
3. Pitch your story succinctly and explain why it's a good fit for their audience.
4. Measure your results and adjust accordingly.