If you want a reporter to be interested in your story, you need to meet one of the following criteria. Nothing beats breaking news. Such news stories often command front page attention at newspapers and lead air time at radio and TV stations. Breaking news is immediate news about something that just happened and that matters to a defined audience, like the business community. This has to be news that people will talk about.
Most media are first and foremost interested in stories with a local angle.
The Ottawa Business Journal will be interested in a Newbridge announcement to create a grand Ottawa campus. It probably won't cover the opening of a branch office in Toronto. On the other hand, a new highway being opened in Nova Scotia is certain to get attention from the Halifax Daily Chronicle and unlikely to generate any interest west of the Maritimes. Like it or not, conflict, whether it involves people, companies or government makes news. What may seem to be a simple rivalry between two business competitors is often a good news story for the media.