What it does take is knowing the tools that can help you deliver your message, and how to use these tools. Make sure to connect your issue to the broader public interest. Have all the necessary information for a story. Remember, the editor is not short on ideas but short on personnel. You may not be able to arrange a feature story about your program, but that doesn't mean you can't be in the newspaper.
Every newspaper loves letters to the editor.
Try to make your point with fewer than 250 words. Write letters, but don't wear out your welcome. Get other advocates to write, as well. Don't forget about community newspapers, weeklies, and shopper's guides. These newspapers generally have very small staffs and are grateful for any thoughtful contributions.