Back in the days of wax and knife layout, we used to call those "press releases," and you'd be surprised how many of them got in to newspapers of all sizes. And that was when newspapers had staffs.

I'm uncomfortable suggesting this is a good thing - but it was often the only way a staff writer would hear of a thing in the first place. I have little idea how it's done now, but still, industry flacks are going to be your contact regardless; you do need to throw them a bone every once in a while to maintain those relationships.