This worked for me when I was looking to get some press with a project in Chicago: I got written up in my local alt-weekly. It's easier than getting in on the tv station or newspaper door, and also, the reporters at those tv stations and newspapers often read those alt-weeklies, and if they see something worth biting on they will bite. They bit, and I had articles in the Chicago Sun-Times and a Toronto newspaper, as well as interviews with four or five radio stations, and a talk with Playboy magazine.