Have volunteer(s) research local publications via hard copy of local papers as well as through online searches via Google or other search engines.
Many publications will have a list of reporters who cover local events, legal issues and other beats listed on the “about us” page on their Web site.
Alternatively, you can do a key word search on their Web site or, via a Google “Advanced search” (http://www.google.com/advanced_search?hl=en), type in domain name of publication and search by key word or phrase.
The community/metro sections of the paper, and their writers, are probably the best place to contact.
Consider that many local papers may not be online or may not be searchable through Google or other engines. Thus, the “old fashioned” way of research — looking through print version — may be more fruitful.
Depending on the event, a local television’s Web site may be a possibility. Reaching out to the Web editor is something you may consider.
A family/child may be a good feature story. If you’re able to find a particularly good story with articulate individuals, you may want to consider pitching an interview with them.
Contact local niche publications, such as those published by the local bar association or family support services. Brain storm with partners about publications in their issue area (such as court system, mental health experts, etc.).
In addition to sending press release/advisory to them, you may gauge their interest or pitch them on writing a preview article for the event.
Due to tight budget constraints and pull on reporters’ time, you may want to offer to write a piece of your own, if you have available resources.
Use existing contacts/relationships that you have in your community.
Create your own publicity. Have a blog? Write up the event as a preview article.
Post notices in community billboards or in your church or synagogue. Create a buzz, which may attract the media’s interest.