Melanie is on point here.
My only additions are, that depending on your product, 1. to create a unique mailing to producers so that they can see and experience the product. Be sure to include a press kit (release, product fact sheet, company history and a pitch letter) with the mailing. Then follow up with them to see how they like it and if they are interested in including it on a future show, or having you on.
2. For most national media producers it`s always good to inquire about round up stories - these are typically stories that literally "round up" a series of products for say holiday, mother`s day, etc. You`re not always going to get a csutomized feature, and inclusions still generate interest and sales, and, I must admit, tend to be more common.
3. Remember to make your story timely; something that will encourage producers to take action right now. If it`s too "evergreen" it could take months, lots of follow up and some times it can fall to the bottom of the stack. Think about what it`s relative to now - holiday, some new trend that`s just starting to hit, or (example) Breast Cancer Awareness month. Look for a tie in to create immediacy. They love new trends as well as companies that give back.
Hope this is helpful. Can`t wait to hear about your success!