About local radio
There are two types of local radio station - commercial, and BBC.
The commercial stations are mostly music stations. There are two ways to get publicity on them - in the news, and by catching the presenters' attention (most radio people prefer being called presenters than DJs - DJs are thought of as people who play records in clubs).
The news team has to fill a couple of minutes each hour, and will want much of that to be local news. These stations tend to be very good at knowing their target audience, so will be looking for very specific types of local news.
When the presenters talk inbetween songs, that's called a link. And again, they will be looking for local content to fill those links. Unlike the news team they probably won't present a straight story or do interviews, but often they will comment on something happening locally. It's a good idea to get all of your local radio station's presenters on your email distribution list... you never know when you'll catch their attention.
At BBC local stations, the speech content is often much higher than their commercial rivals. Much of this is often news orientated, and every single piece of it must be local. Again, make sure you send your press releases to the presenters and their producers, as well as the news team.
Don't trust the news team to email anything onto presenters, it doesn't always work like that!