Publicity creates credibility for your business. When you get your company in the paper, your name appears in print with the likes of other big companies. Use press releases on a regular basis. If papers see your name enough they might get curious enough to call you up and ask to write an article on you. Make sure you follow the guidelines for submitting a press release to a particular paper, otherwise your release goes to the recycle bin.
Publicity is a time consuming effort.
Press releases may need to be sent two months in advance before the article is written. Also remember that sales won't increase dramatically the day after your article appears in the paper, you may not see an increase in sales until three months later, then again there is no guarantee that sales will increase at all. It all depends on the type of medium used and the public's perception. If your starting a business, focus on press coverage rather than television. Television is expensive and it's hard to use in your marketing materials.