This is right down my alley...
First off, I've done a lot of media work in the Boston area the past few years, trying to get FIRST as much coverage as possible. So these are my tips to you:
Press releases won't do you much good unless they truly appeal to the press. When publishing a story, a paper wants an angle, something interesting to get and hold the attention of their readers. Sometimes you can get a blurb in about an accomplishment, but the stories with more "meat," so to speak, have a backstory. Unless you have a very sympathetic editor, like I did last year when
348 did well at the CMP, find something unique about your accomplishments. Are you dedicating your year to someone? Have you overcome adversity? Gained sponsors because of your actions? Done extensive, visible, work in the community?
Don't be discouraged by making it online, but not in print. There are a LOT more readers on the web now, and, unfortunately, the newspaper is in its decline due to the accessibility and often gratis news on the web.
As for who to contact, I think it depends upon the size of the publication. With the Boston Globe, running it by each of the "weekly" departments (who cater to different areas of eastern MA), was the best choice. I also had the opportunity to meet with the editor of Boston.com, the online Globe, and got to present FIRST and pitch why it should be covered. Telling a personal story to bridge the gap between "robotics event" and "inspiring experience" may come in to play here. The editor I spoke with was moved to tears, and promised full coverage.
Papers, more often than not, won't come to you. However, you can always go to them. I would not recommend approaching them just to say you did well, but have a story idea developed, even if in essence it is just about you guys doing well. They'll appreciate the extra work thrown into just that.
The papers know the sports teams will pull in more readers and therefore will publish them. We know the climate is changing, though, but it won't be overnight. Over the past two years, BostonFIRST has received a very good amount of coverage, but it has taken a bit of persistence.
Relax a bit, first. This is an incredibly fickle business. I've been promised FIRST coverage before and it has fallen through. You never quite know.
And now..I'm late for class
, but I'll revise and try to help a bit more later.
You're more than welcome to PM me to talk more about media relations.