Website first, then press release, then PR...
Hi Lowmass,
I would suggest making up a professional 1 page press release detailing your product USP's and features /benefits, main specifications and any important information about you / your manufacturing experience / skills / special equipment / patents etc.
Basically a one page press release which will leave journalists & potential customers with a " That sounds interesting & worth checking out" response.
Submit that to the administrators here on DIY and ask their advice on how best to proceed.
Plus I suggest making a $100 or $200 donation to the site as this shows you are a serious professional and intend to support your product as well as helping the site continue to enable you to reach a vast DIY market.
The same press release will also be ideal to send out to all 1,000's of online audio websites / magazines and hard copy trade publications that may well want to add your press release to their "News" sections.
One word of caution, do do any of the above until your website is 100% ready with excellent product photographs and all the product information you can show, about us, news and facebook page ready for customers to explore.
You only get one chance at a first impression and if you blow it by sending potential customers to a "under construction" website or one that does not look good you are dead in the water!
Hope this helps and all the best
Derek.