First make a list of local, alternative, and national media outlets. You ll want the news and education desks. Send out your first press release three days before, following up with a phone call to pitch the story and make sure they saw it. If they forgot about it, fax them another copy of your press release. Many computers come with fax modems, which allow you to program your computer to automatically send your word-processed press release to all of your media contacts.
Fax modems are cheap and very useful.