If you’re looking to establish relationships with reporters and/or get yourself a quote/mention/link in a story, check out HARO (Help A Reporter Out).

I haven’t used Facebook before for what you’re asking about, but had a lot of success with HARO, even as a small business owner.

@birgitjohnston In my humble opinion, media outlets and journalists are much more proactive and easier to find on Twitter than on Facebook. Perhaps not as personalized, but the medium itself seems to be better adapted. I know of a few journalists who have a Facebook profile, but it’s more “personal”, not necessarily professional, so…

My two cents.
Frederic

Besides Haro, check out Muck Rack – great resource.

I agree with Frederic on them using Twitter to get news fast. However,  I have been successful getting media out to cover events by posting on their Fanpage.  Many journalists/reporters do a special segment, for example, “One Tank Trips”  where they went to neighboring towns and did clips on interesting things, all on one tank of gas.  I just posted why our town would be a great place to visit and mentioned a few of the events that were coming up.  The reporter was out the next week and has been out several more times since then.