The end goal is to tie your pitch and your product back to a larger story. What business issue does your product solve? How does what you're doing tie into the bigger picture? Reporters are inundated with self-serving, poorly written pitches that don't tell a story. The key is to differentiate yourself and show your value.
Equally important is to make sure you're targeting the right reporters. Look at who's covering your space, your partners, and your competitors. Otherwise, you'll end up nowhere. Twitter is a great place for research and getting in touch with your targets, too.