And perhaps the reporter just doesn't know you exist. Bottom line here is that it's not the reporter's job to find you. It's your job to let the reporter know about your company, the story you have to tell, and the unique perspective you can bring to stories the reporter may be working on. Be realistic in your expectations for coverage. You're not going to make front- page, banner headlines because your company promoted the assistant to the assistant deputy vice president to be associate to the assistant deputy vice president.
Timing is another vital ingredient of coverage.
If possible, time your news releases and other announcements for a slow news time. Also, there are certain stories that have a timeless quality to them. These work particularly well for magazines and trade publications that have much longer lead times than the daily newspaper. Bottom line in dealing with the media is that even the softest story has to have some kind of news angle. Make certain your story makes sense for the particular media you want to cover it.