If you have a day care center, make a list of ten ways tired parents can keep an energetic youngster entertained and learning. How about ways to avoid getting taken by mechanics and insurance companies after an accident. Historians, lawyers, detectives, and political scientists get in the media several times each year by giving informed tips relating to an event or scandal in the news. You may even be able to provide a local angle for a national story. I have found the best way to get covered by newspapers is to first find the reporter who handles stories like yours.
Most papers give reporters wide leeway in what stories they cover.
Get to the juicy, memorable part first. While you have these materials in hand, call local talk and news radio shows. Speak with the host or producer. The same strategy can work for getting you on top radio morning shows. Radio comprises well over half of all the media outlets in the US and many other countries.