The results are almost always the same. Crime, kids, schools, roads, employment. The media always covers topics like these. The media loves to cover things that get people worked up. Get to know media folks whenever possible.
Radio DJs are especially approachable.
Stop by the studio of your favorite station with a box of donuts and start a friendship. Your favors will be returned on the air. Does your story relate to a specialized newsletter or e-zine's general topic. If readers find your information adds to their knowledge of the general topic, your in. This kind of publicity can be the most effective and the easiest to get.