It's no secret, but you do have to know something about the news media. Organizations that understand the media are most successful at getting their message out and receiving public support. Besides being free, an item in the news is even more valuable than advertising because it has more credibility with the public.
Free publicity comes through the news media.
Daily newspapers, business publications, community weeklies, television and radio stations. They all want to keep on top of what is happening in the community, which means news about your organization or company is important to them. My students and clients often tell me they are intimidated by news media people and are afraid to approach them. They're regular working people like you and me. They can't be everywhere and they can't report what they don't know about, so you have to tell them.