Media relations has long been a core discipline of business communication. For some communication consultants, it's the only discipline. Three points to remember about media relations: there's much more to it than distributing news releases, you should only do it if you're committed to doing it well, and you should never do it in a vacuum.
Journalism is a demanding profession. A reporter always has an article due, which means several more are in process by the time any one is being filed. Expect reporters and their editors to be busy, and approach them with an attitude of respectful service. If you can help them get their job done, they'll generally be willing to listen and even ask questions (their way of saying ‘yes'). If you waste their time, they'll likely be curt (that means ‘no thank you').
If you truly have news in your news release and approach news outlets and journalists who've covered topics like yours in the past and contact reporters when they're not on deadline and approach them on their terms not yours, you've accomplished two of the three points above. But don't neglect the third point.
External communication calls for more than just good media relations (and can actually be accomplished to a certain degree without it). Whether or not your organization is communicating with and subsequently through reporters, your executives can be contributing articles to trade journals and publications. They can be speaking at conferences and in their communities. If you're in touch with your organization's employees, you'll know they're volunteering in their communities, which means they are part of your external communication even if you don't manage it. And of course there are numerous means of direct communication with your customers, prospective customers, and stakeholders through marketing collateral, direct mail, advertising, your web site, and more.
Regardless of the tactical communication mix, be sure your external communication is integrated with your internal communication under an umbrella communication strategy that supports your organization's mission, goals, and objectives. Sound complicated? That's why we're here.