Press seem almost impossible to attract by doing anything actively. I remember on our first kickstarter sending dozens of emails out, each specifically personalised to the writer, spent 30-60 minutes on each one spamming away. Complete waste of time in the end.
Smaller sites will write about it if you give them plenty of text, and good images so they don't have to do much, but I wonder if it really makes any difference.
Some articles came in appeared eventually without us contacting people. I think they happened via interest in the game on Youtube. Don't forget - if you get press attention it can go two ways too - A Serbian print magazine did a 2 page spread completely slating our game, it was horrific.