I guess this might seem naive because the goal of the media is to sell advertising, and it is the artists at the top of the hottest trends which do that. But all artists have to start somewhere, and the new artists which the media chooses to promote should be chosen from a wider arena than just those with corporate backing. There are ways to get in the media, and to achieve success media coverage is vital. An important skill to develop is the ability to write a good press release. When writing a press release, consider the writer's point of view.
Writing is the reporter's job.
Make it as easy for the reporter as possible. Write your press release so that it could be printed as an article. Many times my press releases have been printed almost word for word. The reporters change a few words and put their name on it as if they had written it. It's only logical that if the reporter has to put a lot of work into your story, it is less likely to get printed.