Does it really make sense to contact bloggers a week before launch?
holdenk: It doesn't hurt to get in touch with them and let them know you are about to launch to give them some time before hand to prepare (if they are even interested in covering you). You can always follow up on launch day (unless they explicitly ask you not to). That being said, don't ask for a press embargo, they might write about your pre-launch thing if it sounds really exciting to them. If you absolutely can't stand that, wait until the day of.