Generally, the press is going to be more interested in the story of your app than the functionality. Curtis recommends using this knowledge to get attention and to give the press a 'why will the readers care' angle. I promise you that thinking to yourself 'why will the readers care' whenever you are writing any kind of copy will greatly improve your writing skills.
Kirk McElhearn, who writes for Macworld, followed this post up with a short post of his own you should also check out.
An Indie’s Guide to the Press by Curtis Herbert
Don't take the easy way and try to get reviews through a review community. The potential for problems is enormous, up to having your Apple account suspended. Instead, Gabriel lays out five great ways to get reviews. The first is my favorite and I implement a form of it in my apps. I also ask anyone who requests support to review my app, assuming they aren't too upset. Talking with them through support humanizes you and they will be more likely to follow through if you ask them for a 'nice' review.
How to get Reviews in the App Store in the Right Way by Gabriel Machuret