@SomewhereOutThere - It depends on the publication. Usually via email or trying to get their attention via social media first is best (and then sending them an email). You can also indirectly get press with websites like
Haro.
You need an angle for your story, a compelling title for the email to get them to click on it, and keep the email short and an expanded story via your press release. Keep in mind what types of topics the reporter writes on and why this is a good story for their audience.