The key to media coverage is to think of the story first. News stories can be broken down into five simple components: Who? What? When? Where? and Why? so make sure you've got these covered.
Consider the key messages you want to communicate. Up to 3 key messages is ideal. Identify whether your story is exclusive as this may affect the type of coverage it receives.
Make it personal! Try to make personal contact with newspaper journalists and radio talk-show hosts and ask them if what you are doing is of interest, or what you could do to make it of interest to them. Sending out broadcast emails won't always get your foot in the door.
Once you have created a story you need to keep the momentum going. Editors always appreciate a regular and reliable source of ideas or information and they will not hesitate to approach you when they need a story.
Newspaper deadlines are always tight - ring up your local newspapers and ask what the deadline for copy is. It is important to get the timing of stories right - anything too old, even a great story, is unlikely to get used. Editors want to know as soon as something has happened, not a few days (or weeks) later.
Good quality photographs can make all the difference, especially in local newspapers: a story is much more likely to be printed with a good photo. Even just a photo with a caption is a good way to get coverage.
It is important when you have a story to run in the local media that you are accessible. When contacting the media, always give your contact numbers including your home or mobile phone - being accessible out of office hours may prove the difference between a story being run or pulled.