We're in a really interesting time for PR. Social media has changed this dynamic drastically. Here's the old way:

1. Make a carefully crafted press release
2. Send it to everyone that might be remotely interested
3. They'll copy it verbatim
4. Congrats, the word is out

Unfortunatly for some, and fortunatly for others, the landscape is changing. Social media is all about the personal connections. It's not longer "here's my message, repeat it." It's about developing a real connection with the blogger.

I'm not saying that personal connections didn't happen in the past, but it's due to the fact that a single person blogging is different than a large newspaper with some staff.

In any case, so here's what you want to do: befriend the bloggers and everyone else in the media. You want to develop an actual personal connection with them. Remember, they're interested in spreading your message, so you're doing them just as much as a favor as they are for you. So keep them up to date with what's happening. Ask them what they'd prefer to get from you, every blogger is different. Some want press releases, others will send you interview questions, some will want a small release that they'll write commentary on. But remember that it's an actual connection, they're not just a mouthpiece. They'll appreciate it and give you much better coverage if you think of them more as a friend or an individual than an echo chamber.

Well, I guess it would depend on the kind of startup you are gonna present. IN general terms I would say that the best way for you to make bloggers to present your new site is by getting in touch with them.

You will have to make some homework in public relations but human contact is the best way for you to make others talk about your site.

You can give them the chance to appear on your site and if they are good enough you can also give them the possibility to post an article or two on a monthly basis. You can also include their RSS on your site to grab their users' attention.