Develop a press kit
Press kits give the media the ingredients from which they can craft a preview, review, or story about your art or your event. The more you have ready and organized beforehand, the quicker you can get your news out.
The key: whenever possible, show them the news.
Tell your media contacts what makes your event different and newsworthy. But be sure to be genuine. Cop the tone of a news article, not an ad.