Create a press kit (as Daggio says) - there's a good example here:
Include a factsheet about the game including pricing in various countries, and information about yourself as a developer. Make sure you've got at least one decent gameplay video, and a good handful of screenshots. Put that on a website attached to the game, and make it easily discoverable. You might also want to package static assets like text and images into a .zip as well - that way when you email journalists you can give them the link to the website and attach the press kit too.
And you DO want to contact journalists - go round your favourite review sites and find out who to email for a review. Send them the press kit, along with a personal explanation of why you think THEY should cover YOUR game. Think carefully about the target audience of the website, the kinds of games they usually cover, and use that to conjure some blurb for why your game deserves coverage.
The old ways are still the best - the press are the people that create 'hype', they're an industry dedicated to nothing more than getting the word out there - all you need to do is provide them with the content!