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Starting with decent information about what they are doing, image material, including screenshots / logos on site as well as accessible on the web site, on site of course a decent plan for how to be accessible for people doing interviews - everything you would need need if you would decide to cover them.
I mean, you know what _you_ would be looking for in reporting about them, probably the best thing to do for those startups is to give them a training on how to work with bloggers (or even just get the bloggers interested in what those startups do).
Take care of that and people will actually be interested in talking to them, but as long as they stay in the stupid 'I have a table, a press release with a lot of cool words in it how awesome we are, this will make people talk to me'!
From my personal point of view: As long as startups do not make it easier for me to cut through the crap and have easy access to what I need, I will not waste my time on them but enjoy the networking.