Following up on what ANGY said ... coming from several years in the media/PR side of the house, you must do something worth reporting on - ie, newsworthy - in order for it to be reported.
If your competitors are already in print, you need to be more than, "I do that, too." Find an angle. What makes you different? As a former news director reviewing your situation the first questions I'd ask is, "How is this of interest to my listeners/readers" and "why should we do a story on this" because not only does the reporter/writer need to buy off on the concept, so do their editors, directors or producers.
Second, if you do have a story to tell, DO NOT SEND AN E-MAIL news release and then sit and wait for them to contact you. They won't. Reporters, editors and directors are buried with 'newsworthy' items each day.
Most reporters/media contacts are available by phone. Start local. Most dailies have staff lists, so you can find out which reporter covers your 'beat'. Nothing worse than sending a news release announcing the wonderful world of red widgets, and have it go to the reporter who covers blue widgets. Call them (and follow up calls) and run your story by them to gauge some interest. Don't be surprised if they're not interested at first. If possible, print off a hard copy of your news release - and your company white paper - and personally drop it off at the media source, with a hand-written note thanking them for taking the time to read it, and be available to provide more information to them if they want it. Be a salesperson, but be personal.
You can hire a PR firm, but that costs money and there's no guarantee your story will run. Remember - newsworthy, and each person has a different definition of what newsworthy is.
Obviously, there's more to it than that. Sticky me with some details and I can assist more. I plugged stories for years from the PR side (the dark side) based upon what I liked when I was in the media. Hope this helps.