They're not entirely strangers, and chances are, you've already networked with them.

Otherwise, if you tweet them, it is likely you're responding to their tweets re: something else (not just blankly self-advertise or something).

One way I've seen it done well if finding a way to plug a portion of what you're trying to advert by making a perfectly valid reply to something they are saying.

Press Person "Ah I love space"

You "So do I. You should try (X-game themed in space), it really captures that mood well".

as opposed to

You "Try my game!!!1!!11! here's the funky UrL: "http://www.roxorzdaman.com/thatshittygameImade"

Edit: Thank god that URL does not exist...

as opposed to

You "Try my game!!!1!!11! here's the funky UrL: "http://www.roxorzdaman.com/thatshittygameImade"

Edit: Thank god that URL does not exist...

I think from now on I'm going to make stupid links like that just because it will draw people to click on it.

Did you click it? :P

I was looking for that link actually.

He's the one that taught me how the press "thinks".