News releases don't work for all situations. Radio stations get bags full of them each day, and almost all go into the trash. Television doesn't do much better. The real province of the news release is the newspaper. Unlike most other media sources, newspapers require a very large and steady flow of new information coming in on a daily basis.
Reporters keep all options open as sources of news.
If you can dump a good message in their laps, they will use it. Reporters usually call their own shots. Following a few guidelines set up by his or her editor, the reporter has the freedom to decide which stories to pursue. Call the newspaper and ask which reporter handles stories like yours. If your message is fast breaking and can't wait for a news release to arrive in the mail or for the reporter to check her e-mail, phone the reporter and tell them about it.