You start by developing a positive relationship with the local media outlets, whether newspapers, television, radio, or magazines. Here are some tips on how to get there. Compile the names of reporters for the local papers, especially the business and legal publications.
Many cities also have specialized business publications.
In Dallas, for instance, it's the Dallas Business Journal. Do the same with television and radio reporters. If you have a recent e-mail alert, include that, too. Let them know the newsletter is devoted to cutting-edge developments in your subject area, especially those pertaining to your locale. If you have one or two reprints of short articles you've written or news clippings in which you've been quoted, send those, too.