When you are launching a new electronics product, the first rule: your story has to be compelling and easy to understand. Not only do you need a big-picture pitch. You need a short elevator pitch -- one that summarizes your story in less than 30 seconds. What does your start-up do? If you can't explain it in less than 30 seconds -- one short sentence is best -- then you are not ready to launch.
Practice with your relatives, with your friends, with strangers. If they don't get it, then refocus and maybe start over. Make it "grandma-friendly." If your grandma understands what you are doing, then you are ready to go.
Now you have to do it. It might not be perfect. Nothing is ever really, truly perfect. You can always fine-tune and make improvements. But sometimes good enough is good enough. Don't be a victim of analysis paralysis, where you spend so much time trying to perfect your pitch that you never get out the door.
Put your package together and start pitching it to the press and to editors. After the first couple of times, you will realize that you do indeed need to make some changes. Do so, and then go head out again. Several more pitches and you will find a few additional tweaks. That works. Don't spend endless weeks, months, or years trying to perfect the pitch and documents. Get out there and tell the world. Let your story evolve.
So what do you need? Obviously, you need a great website with lots of information. You need to have a press page that provides all the various background info that a reporter needs to know about your company: Who the company is. Who the team members are, what the technology is, and how it works. You will also need high-quality, high-resolution photos and short bios of the principals of the company, photos and charts that illustrate your product and how it works, data sheets if applicable, and info about the market and where your solution fits into the overall world ecology of your sector.
Last, you will need a short presentation and a press release. Try to keep the presentation short, at perhaps 10 to 15 pages. Communicate the who, why, and where of your company. Make sure that everything is spell-checked and contains no typos.
Figure out what the hook is and create ONE press release that delivers one big piece of news. What is your news hook? The fact you are launching a new startup? The fact that you are launching new products and services that will solve a major problem? Many reporters and editors will agree to a call out of curiosity, out of professional consideration, and out of an interest in making sure that they don't miss something that could be big news.
Armed with a good story -- a story so simple that your grandma gets it -- and an interesting news hook, you will find that many industry trade organizations will be more than happy to sit down and talk with you.