Put together a short list of bloggers that are appropriate for your product!

I think bloggers and press can help when you have a niche consumer product (like a user generated travel website) but you need to get your name in the relevant (i.e. travel) news/blogs.

What I don't think works for a general consumer site (site that is not necessarily geared towards techies) is spending a lot of time trying to get covered by techcrunch because your time could be better spent targetting more relevant media (yes techcrunch readers travel but not all travelers are techies).