This means getting a feel for how headlines are written, the differences between what is written versus how it is spoken, getting a sense of a particular writer's or broadcaster's reporting style, etc. Take the media out to lunch. Don't pitch them on any particular story, but bring background materials and find out what types of stories they are interested in for future use. Go ahead and offer to pay for the drinks or the meal, but understand that the media outlet's policy may prohibit gifts. Participate in media-sponsored events.
Media always sponsor non-profit events like races, food drives or other such causes.
Use these as opportunities to not only help out your local community, but as a chance to meet the reporters, editors and producers.