I agree with about everything already said.
When it comes to new products in new categories, you need to launch it, get out and sell it (or obtain some solid retailers) and then work to attract media attention.
I have worked with "new category" products in the past and this was our path to gaining media attention. Actually, we just needed one credible retailer to pick it up (not in-store, but online) and it was enough for many media to be interested. We ended up achieving 70 B2B and B2C media/blogger stories, including the Today Show and Woman's Day, in under 2 years. Our efforts in building up credible third-party endorsements (media stories) helped them shore up three major retailers and many boutiques.
The one thing about media these days is that they want to know your product is manufactured and credible (i.e. sales). There are so many out there that have gotten press and then never actually "came to life". No wonder some media feel burned. Also, they will want samples. Since you only have one chance with media, you want to make the best first impression possible with the best possible version of your product. Otherwise, you risk negative reviews or them tossing it.
Getting to Oprah is always helpful, but the reality is that it's about getting to her staff who are the ones who put together the magazine.
Let me know if you have further questions. Happy to tell you more.