While most Greens, and even those of other parties, have a hard time breaking through the news clutter and becoming "newsworthy", it seem that this is not a problem in Pasadena. Green Party candidates Bill Paparian, Philip Koebel and Ricardo Costa have made it into the local press and and even the editorial page.
It takes a lot of work to develop a good relationship with the press. It does not happen just because you are a candidate. But, even as a non-candidate, I find that it is possible to build a raport with local media that gives you a voice. The key is to remember that the relationship has to be two way. Give them something that is important, that is worth their spending time on and they will give you that time.