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First, you need to have a media list (and if you don’t, read this post for a detailed step-by-step guide).
You definitely want to send it to those journalists on your media list who didn’t attend the event.
Of course, if your event or report is of national interest, you may also want to look into using a wire service such as Canada Newswire.
While this isn’t free, it will give you a much larger and broader reach.
If you have a specific publication in mind, you might want to reach out even further in advance.
This could be part of your efforts to set up an exclusive with one of the bigger media outlets. If you’re working on a bigger event and you really want to be sure that your chosen journalists have heard about it, you can follow up with a phone call a few days after you’ve sent out the alert.