Most community builders don't bother with traditional publicity. It's a shame. The media you want to reach, write about the people in your community. You have plenty of stories to share there. Even the launch of your community is a story.
A few years ago, a client of apt was launching a catering blog. With very little effort we had the news of this blog launched featured in several catering magazines.
Next time you're launching a community, don't ignore the traditional press. They need news and your community has plenty of stories.