More often than not, success depends NOT on how attractive your story pitch is, but simply WHO is involved.  Tabloid magazines are big business because we (the general public) are intrigued by high-profile people, and what they are doing.  I cannot begin to count the number of times my newsroom peers made decisions to cover an event based on WHO would be there.   Why?  Let's say the newsroom is not interested in your event, but wants to make a different topic the hot-button issue of the night by forcing it into a discussion on the evening news.  Maybe an outspoken critic of that particular issue is going to be at your event. 

2+2 = news coverage

If you are not opposed to making a statement about having ties to a political party, invite a high-level elected politician who may be seeking re-election to your event.  It can often provide an attractive opportunity for both of you. 

What is the result?  The newsroom planned to run a soundbyte from the high-profile politician about something unrelated to your event.  In the end, your business is mentioned on the news because the newscast writers were forced to write to the video they had, which was recorded at your event.