Reaching out to local media contacts with pitches about people who walk and bike when it is timely increases your chance of news coverage. About two weeks before the event or news hook, share the release with reporters you think would be interested based on what they typically cover
(community/neighborhood/event journalists vs. financial/business journalists). Follow up one week later. If you do hear back and they confirm coverage, ask when the coverage might appear. It's also possible it might not have been a good match for them at the time. However, don’t give up!