I used to work for a media production company that was hired by various non-profits to pitch their "story" to local TV news departments (nationally).

We would create a Betacam tape of B-roll, have a written synopsis and other relevant details, and after cold-calling news editors (we had a book we purchased yearly with their contact info), we would FedEx them the package of content, and follow up w/ an additional call after delivery conformation.

It worked well. Although this was some time ago.