Most people in the media are overworked. Most importantly, of course, you've got to have something the readers, listeners or viewers of a media outlet will find interesting. Instead, we have to find an angle to give to reporters showing our story is timely, amusing or informative. One easy way is to tie your story to outside events that generate their own publicity, such as holidays, local celebrations, sporting events or new legislation. Reporters always need timely tie-ins.
Reporters are tired of seeing the same old kinds of stories.
The offbeat and unusual grabs attention. Television, in particular, needs visually stimulating stories, but having a good photo opportunity also increases your chance of making it into the newspaper. Work with others. Reporters need reliable sources they can turn to quickly. Provide trustworthy, objective information, preferably with statistics.