Developing a relationship with members of the media isn't necessary. Pick up the phone and give them a call, or invite them to lunch or dinner or schedule a time to drop off a schedule. Maintain a list of local media and keep it updated. Try to list the name of a contact with each release, so it gets to a person and not just a desk. Swimming fights for coverage with sports like soccer, boxing, gymnastics and hockey, so keep in mind you are a service provider.
Accessibility is key.
A reporter must know how to get in touch with you easily, even after business hours. If at all possible, don't say no to a request for an interview or information. If you don't do it, some boxer or a cyclist will do it. Develop a list of story ideas about your team. Newspapers tend to cover the people who happen to swim and not just the sport of swimming.