I agree with Shadokat, Deltalum but I have some advice to add also since I'm on the other side of the table.
I'm a member of Delta Sigma Theta Sorority who works for a daily newspaper and I see a lot of the releases that come through.
First of all, you need to find out who your media outlets are in your area: newspaper (daily, weekly, monthly), TV, radio, etc.
2. Before you send a release out for media coverage:
Call the media. You need to find out name of the editor that the release should go to. This is especially important if you have a weekend event--weekend editors (sat/sunday) are usually different from those during the week. This goes for newspapers, television and radio.
Once you get the name of the editor-call them and run the idea by them. Make sure you have all information on the event (who, what, where, how, why, area impact, organization receiving the proceeds, how long its been held and anything else that's unique about it). Make sure you get the person's fax# and email address. When you get off the phone with your contact back it up with a faxed release or email as soon as possible to keep it fresh in their minds. Then two days before the event-call your contact to find out if its been assigned for coverage.
Now, if its been assigned for coverage and your chapter PR should be looking for that individual(s).
If it hasn't been assigned or has been assigned and cancelled due to breaking news--send the press release out because it could be a candidate for a followup story or news brief.
If anybody has any questions on newspaper publicity--I'll be more than happy to assist.
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