Often you need not send a press release to all media outlets you've got on file. If your strategy dictates that you reach only a segment of your community, target specific media outlets that will reach your target group. At newspapers, send it to a reporter who covers your issue. If the paper is too small to have specialized reporters, send the release to the city editor or the editor. At television stations, assignment editors are the point of contact.
Address releases to the news director at radio stations.
Make sure your local Associated Press bureau gets your materials. If you've got a personal contact at any news outlet, use it. Call well before your event and, possibly, again on the morning of your event. Don't be afraid. Although busy, most journalists are friendly people who want to hear from you.