Its' more psychology and the basics of networking skills than anything else, including your music. By pyschology, I am referring to establishing "social proof", which I define as validation from people other than yourself that you and your movement is hot.
I receive thousands of press kits, emails, bios, and halfway prepared sales pitches from publicists, promo companies, and up and coming artists every year. Believe me when I say that its less about actual talent or quality music than at any other point in music history.
It's a small world behind-the-scenes. I either know someone who is cool with or know personally most of the bloggers that make up the entertainment industry. You have to first understand the mindstate of today's music "journalist". Once you get that, you'll have a lot more success.
In the DC/MD/VA region, you have two super solid examples that I want you to research and possibly contact.
1.) Mullyman (Baltimore). Never had a record deal but has had the most mainstream press coverage by any artist including his videos in rotation on MTV 2 and other outlets. There's a method to his success. I won't give you the answer, your job is to figure out how.
2.) Wordsmith (Baltimore). Very disciplined artist with a solid understanding of the digital game. Gets lots of writeups, radio interviews and more. If every artist approached the game like he does, labels would have to shift their business model.
Also, read this entire post that is listed below. LOTS of good info that touches on your question.
https://www.illmuzik.com/forums/showthread.php?t=22009&highlight=shadeed
