Hi Sam! I used to work in a PR agency, so I can give you tips on how we would spread news to press. Keep in mind, press coverage is never guaranteed. These are some high-level tips, but enough to get you started. Hope this helps.

1. Press releases are usually best for a syndication service like PR Newswire (or your website).
2. If you want organic media coverage, send out a pitch note (make it pithy) to reporters rather than a press release. You can do this via email.
3. To email reporters, you'll need to gather their info (name, publication, email, news beat/subject area). This is called a media list. If you don't have software (i.e., Cision), you'll have to do this manually.
4. It's important you pitch to the right reporters. Find reporters that either cover your industry or have previously covered similar stories you're trying to land.
5. Once you have your media list, individually email each contact (do not BCC your whole list). Easiest way to do this quickly is via a mail merge.
6. Wait aboutredactedhours to follow up with reporters. Do not follow up more than twice.
7. Try to develop relationships with reporters who cover your industry. Take them out to coffee and understand what they look for in stories and how they like to be pitched.

I fully agree Muhammed that social media is the way to go initially. But I do think that there is value that couple of news article mention you and do a story about your search.