If you are implementing Open Source products for a particlar use, or developing one or more Open Source applications for a single purpose, then it is best to keep it "under the radar". The press getting involved may only hurt your efforts.
But, if you are trying to build a shared repository of software for local government, then you need participation and the press may be helpful. "Just build it quietly" would not be a practical alternative. There is too much work to do for any one person or organization.