I would suggest networking. Specifically, networking with people in the media business. Start by figuring out how you can help them - maybe by offering your services as a source if they need quotes for stories about your industry. Reporters love having people they can call on for quotes on current stories. If you help a reporter, and build a good relationship with them, then you'll open up the door to have your press releases considered by them. As nicolebeckett said, reporters get piles of requests for free exposure every day - you have to build relationships with them to get your stories to the top of the pile.
Press Release is a good way to go.. expecailly use PR to attract local media news... i had success with this method... my main mthod is writing good press release to expose my product and website
Another idea, curse some giant company for a known flaw in the product/service. It may sound no-so-professional but it is. Let me tell you a case history: One of my friend from UK (we both are in same industry) revealed a flaw in Apple computers. He simply told to a press that seagate hard drives in Mac/Apple computers are prone to fail after a time and users are at risk of losing vital data. What's more, that no any data can be recovered in any way from those cases (Yes, it's the thing tested by mee too. a lot of such hard drives came to me, completely f***ed up, couldn't recovered even by me). It's the manufacturer's flaw and it's something like a destiny for all Apple/Mac users. Suddenly, it was spreading like wild-fire. A really large-scale news it became. And he suddenly got millions of hits to his website and in a week, he was a known person for almost EVERYONE in this world having a Mac! However, you should also be prepare for the consequences. As a first step, both Apple and Seagate tossed it to each other, saying it's the other party's fault and soon, threatened my friend with law-suits actions. Probably went it with too. So the moral is, if you can reveal such a can or worms in order to generate a sudden spike in your publicity, but also be prepared for it's consequences. As a matter of fact, it's still viral. Just type in google "Apple seagate risk" or "Apple Seagate recall" or "Seagate apple failure" or anything you can come up with. You will know by yourself.
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Get an advertorial - a paid article - on a PR5 national newspaper website - $80.00 flat - no monthly charge.
You could always send out a great press release, if the news is ground breaking or conroversial the press may just turn up