If you have news that will only interest a very small market, rent a targeted mailing list and send a letter or newsletter directing people to the full story on your web site. Promote your site to search engines. Get listings in directories. Maintain the momentum - relist with search engines regularly. Outsource everything else.
Any fool can win an award .
Choose web developers who know where your business can go on the web and offline, and who have the experience to back up their claims. Don't assume a web development company with nice offices and dozens of bums on seats has a clue about what's good for your online business. A team of two is often much more focused. And you won't have to feel like you're paying for a view of Sydney Harbour. Don't do everything at once.