That's 100% correct admin.
A poor press release will just get binned. It's also useful to form a relationship with individual reporters. That's a time thing but is easily possible. Local papers are a good place to start as they are always short of local interest stories. you know 'Local boy takes on the world online' - that sort of thing. Also you need a good picture, an image of you standing there like a passport photo won't get you anywhere. An image of you getting attacked by an axe-wielding chicken will get you on the front page if there's no other big story.
I'll be out of town for a couple of days but when I get back I'll get something happening for everyone who's interested