Sometimes you can use the media in your area to get some free publicity. I work for a dealer in Tampa Bay, and twice during the past 6 months we were featured on the local TV News.
The first time was about 6 months ago. At the time the news was constantly talking about Twitter. Although Twitter isn't the best place to be for a car dealer, just using it made news.
We hired a local writer to write and distribute a press release about how a car dealer was using Twitter & Facebook to drum up sales. Within 24 hours a TV news crew showed up and did a story. This story resulted in a huge spike of traffic and sales:http://www.parkautomall.com/MediaCenterVideo1.swf
Last month Park Automall took a home in on trade. I new that had news written all over it, so as soon as the home was listed for sale I did a blog post about it and sent the link to the same news station. I didn't even need a press release for this one.
Yesterday they show up again, and the story is being broadcast every hour today in the Tampa News.:http://www.tampacarblog.com/park-automall-in-the-news.html
If you watch the two stories you'll get the idea. Try to think about what you have that could be news. It will be the best source of local publicity you can get.
As an internet director, this is something you can do yourself. If you're in another state, I would try to use the first example.