Traditional media will get the message out to the "true believers" - basically you've got ol' Rev preachin' only to the choir...
The goal here is twofold - get folks to accept shooting sports/self defense as an "everyday" sort of thing, and at the same time, change the mindsets of folks who are either fence sitters, or uneducated hoplophobes...
Writing your local media to include fireams stuff is one way, but unless they see a LOT of letters, high school football will come out. If you're holding a match, put together a press release that is professionally written (so that the sports editor doesn't have to work), and include photos - Make 'em dynamic photos, not just a dozen guys standing around holding trophies. That won't get published unless the newspaper is small and in need of filler. Concentrate on one or two competitors for the photo. Give 'em a disk with the release and a good scan of the photo on it. Do this a few times, then follow up. Have other competitors also follow up - "I know that our club has been sending you guys releases and photos from our matches - are we going to see any of 'em in print?" Show non-traditional people shooting - not just crusty old ex-jarheads.
Pamphletting a university is a good way to get fence-sitters at least thinking/talking - could also result in more publicity. Don't just wander out and start handing out stuff. Folks will trash it, and other folks will want to get in your face and argue. Not good, and will generally prove counter productive. My suggestion would be to print up some of Kenn's or Oleg's stuff (B&W/cheap should be okay) on some bright-colored paper, and armed with a stapler or a big box of thumbtacks, take a few hours walking through classroom/office buildings, and hit every "public" bulletin board (don't do the ones that are "department only" etc...). Also, organizations like Pink Pistols are pretty newsworthy - Print 100 Pink Pistols "meeting notices" for a shooting event at a local range, put 'em up, and stand back - they may not be able to figure out who started it, but I'll bet they'll finish it.