Many organizations fail to realize news releases (sometimes known as media advisories), done right, can help get free publicity.   The reality is most major news organizations get literally hundreds of them a week.   They read few of them.   To stand out, you need to develop personal relationships with major editors, news directors and those who are responsible for public service.    It takes time, but it’s worth it.   Contact those who are most important to you.   Ask for five minutes of their time.  Visit them.   Let them know that you value their services and how best to contact them with information about your events.   Then the next time you have a need, they’ll remember your face, much more than they’ll look at a piece of white paper sent by someone they’ve never met.