There are several topics that media managers almost always go for. At any given time there are certain topics that the media seems to be beating to death. It may be reduction of crime, or new schools, or the city's sorry streets. Find some way to connect your message to the media's latest trend. Even if you're selling gum, there is probably some way for you to connect your business with one of the many stories that fit into the cherished belief mold.
Media frequently does surveys to find out the community's top five concerns.
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.