A great way to get your business name in front of the media is to constantly send out press releases when any change happens within the business. Local newspapers love articles about local businesses. The more people see that the business is active the more likely they will visit your business.
But what is considered newsworthy? One reason to have a press release would be the hiring or promotion of employees in your business. This builds human interest in the papers and many of them have sections in their paper just for this reason. Also, it shows the community that you care enough about your employees to send out a release. Another reason to send one out would be for a major new development in the business or if you decided to open the business up to an entirely new market.