Could you call a media person right now and cash in a favor?
Maybe ask a reporter or photographer to cover an event you're hosting?
Maybe get a little live air-time with the local morning-drive DJ?
Maybe get a quote in the paper?
Maybe get an article on the op-ed page?
Maybe get some air-time on the morning news show?
Maybe guest-host a local TV show?
You have to give to receive. Start giving now. You never know when you might want to ask for that favor.
PS What to give? Your time. Your expertise. Your praise. Your support. Your money. Your information. Spend a little time getting to know your local reporters, your local DJ's, and your local news anchors. Praise them for the work they do. Offer them information that makes them look good/smart (and doesn't promote you). Build trust by being reliable. Give them scoops. Do it without expectation of anything in return. You'll cash in later.