If you are a young company and can't afford a PR agency or can't get a meeting with editors, try pitching influential bloggers. It's usually free and can get you great traffic if done right. For example, if you have a new children's product, contact dozens of mommy bloggers. Send samples to the ones with the best traffic and most active content. Let them spread the word by having them direct traffic to your website of Facebook fan page to enter a contest. If nothing else, the product reviews and links to you will help your SEO efforts.