Mike Arrington's talk from startup school on dealing with press is quite good: [this video] It's not really geared towards the mainstream press, but a good watch nonetheless.
Somewhat related, I found Arrington's talk at Startup School '08 to be pretty good for getting an idea of how he views the startup tech press. [this video]
Insight into how Arrington views the startup press
Along similar lines, here are some links relating to actually getting coverage in the tech press (rather than sending nasty e-mails as mentioned in this post): [link] [link] [link] And Michael Arrington spent some time on the topic in this video: [this video]
I believe their entire credibility model is largely based on this, as per the TechCrunch founder himself at Startup School back in 2008 [this video] (the whole talk is certainly a trip back in time!) I remember listening to that and thinking, "So.... the info I have on close friends and business is valuable, and I should potentially sell it out to TC in order to curry favor." I wasn't in SVBA at the time, and even then I felt that it didn't quite match the spirit of the valley (I still believe that to be the case, having been here for 10+ years now).
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