Starting a Folk Club
As someone who writes a weekly folk column for the Coventry Evening Telegraph, I would suggest that you are more likely to get decent local press coverage if you send out news releases in good time (approx. 2-3 weeks before the event) and include a good quality photo of the guest act - hard copy rather than electronic image. Don't add to the journalist's workload by expecting them to scratch around on the internet to try and find a decent picture and biography. Come up with an interesting angle for the news release (not just 'the Fred Bloggs band is playing here') and include a couple of quotations, either from the artist or from yourself as the organiser.
Over the years as a performer, organiser, audience member and eventually media mogul, I've seen so many potentially good clubs fail through abysmal publicity.
And the cheapest form of publicity is to build up an e-mail list of interested people and send out reminders before each event. Easy to do, costs next to nothing. A web site could come later.