Radio, TV, Papers... to get the publicity for your event.... you have to wrap it all up, put it on a silver platter (with a big red ribbon, and a bow) and hand it to them. You are competing with lots of other events for a limited amount of space and airtime.
The easier you can make it for them the more likely (and the more), you'll get your event covered.
You can't start too soon promoting your event. it can't be covered (or attended) if you didn't tell anyone about it.
That's why companies have a PR person. Public Relations... and Promotions.
As an outdoor writer, I researched the publications and TV shows before I even considered submitting anything to them. When I did submit something.... it was as close to the kind of things they use as I could get it. Story, illustrations, and pictures.
Give them what they like and make it easy for them to use. I guess a better way is to make it almost imposable for them not to want to use it.