It usually involves action of some kind. This action can be a meeting, construction of a new factory, signing of a major business deal, a significant company milestone or achievements by employees. The most practical way to contact the media is through a press release. A phone call is quicker, but it can easily be forgotten. This tells reporters that it's about something or someone in their home town.
Media outlets receive hundreds of press releases every day.
If the story hasn't caught them by then, the release will be discarded. Don't tell the media about something you did a week ago. They want to know what's happening now . Make sure this person will be available to take calls and is comfortable talking to reporters. Whenever possible, try to focus on people.