If your objective is to get a product funded, then getting on the news isn't necessarily the best route as this is a very broad approach vs targeted. Am assuming that whoever will invest in your product, will need to have a bit of understanding about what it offers photographers? From an editorial perspective, bloggers and journalists will write about something if it is genuinely newsworthy. Would need to know more about the product and how it would/could innovate to tell you if I think it is. Would always say, that a more targeted approach is best.

One thing I have done many times is research into a specific niche (e.g. photographers) then create an influencer list from that to then target with a story/product etc. Would look for those that may have written about similar products. A modern PR agency should be able to do this for you and have skills in this area.

Another route, beyond the photography blogs and specialist media etc. is to use things like social media advertising, targeting those that have an interest in photography. This is more guaranteed in a sense, and you could manage how much money you put into it and what the target cost per click is. Budget would play a factor, but social media ad platforms can provide a very targeted way to reach people and deliver highly favourable CPC rates, and as a result great ROI.

Would compliment this with community outreach, targeting photography forums by approaching moderators and asking them what they thought of the product and how happy they wold be to post, or allow you to post to the community.

For something like this, would say the best way is a combination of various tactics just one approach. You need people talking about it to create that groundswell, but you also need a guarantee in terms of traffic. Would be hard to guide anymore without a more in-depth understanding of the product and its benefits. Hope this is helpful, let me know if you'd like to chat more.