Lack of Media Coverage

Our social media manager and I have contacted over 250 writers at various news outlets and blogs. We had replies back from some of them including TechCrunch and New York Times, but they said they can't cover us until we have something in the app store.

Some of them said they would cover us and asked us some questions, so we answered all their questions and even put together a press release, but we didn't hear back from them for awhile. And then later, we found out that their editors wouldn't approve the articles they wrote about us because we don't have the app in the store.

I'm a bit confused because I've seen plenty of articles on apps that are not currently in the app store, so how did they get passed the editors?