In order to get your product, service, organization, or idea into the media, you have to talk the media manager's language. You must hit what I call the Media Manager Hot Buttons. First, target your message to the medium that is most interested in your type of story. Television goes for a mass audience. Radio seeks a very tightly focused demographically-skewed crowd.
Magazines touch a specialized regional or national readership.
Your local paper goes for a very local angle. Media is ultra-fractionalized these days and each outlet tries to stake out its own little corner of the audience. Think about which media outlet in your community addresses your target customers. There are several topics that media managers almost always go for. At any given time there are certain topics that the media seems to be beating to death.