An image is a mean, not an end. I use a lot of other tools. One of the most important things I concentrate on when working with clients is determining what is newsworthy and how to MAKE news. I am a great believer in joining organizations and philanthropic activities and then publicizing them. Any new product, innovation, major new client, good community impact, or expert analysis can be news, if it is given the right spin.
News is what news people make of it.
Having an online press kit also helps to give the media some background. I use the web a lot to back up news releases. In a word, news. Have something of interest to readers and direct it to the right person. Keep it factual and short and have contact info.