Before you select the medium, consider the target and the message. Most people have a resistance to thinking about, let alone buying, life insurance. It’s scary and boring at the same time. So task #1 would be to break down that resistance with messaging that resonates (safeguarding your family, protecting assets, etc). Then identify the categories these messages would fall into and find the writers (traditional reporters or bloggers–from mommy blogs to financial/estate planner columnists), figure out their news pegs and pitch accordingly. Stories like “5 Reasons to Buy Life Insurance” or “Why Every Portfolio Needs Life Insurance.” To get the coverage, you often have to spoon feed the blogger. You practically have to write the story! 

Thanks for the responses @Erik Deckers and @Susan Bodiker. I agree with you on reaching out and spoon feeding them. And personal finance bloggers is a great idea.