What's worked well for you in getting written up in the press

We think our product has a fun story (US based), and is an easy pitch to the press. The genesis of the idea was based on all the negative interactions we saw on our social feeds after the presidential election. The concept is based on bringing joy to those closest to you, and sharing the experience on social.

What we don't have is experience pitching to the press. We're forming our strategy now and I'd love to know what's worked the best for you all.