I am/will be working for a non profit company very soon and I will have a chance to do some promoting/marketing.

When we hold an event, what's the best way to get press/media coverage?

Would sending out a press release be sufficent? Follow it up with a phone call? Send a press release with a link to a website that has a presskit? Spend the money and print out a press kit and send it to the media outlets?

Thanks in advance!