Polite, calm, and coherent letters to editors explaining your position can be quite effective - even when their initial attitudes are firmly against you. They can have considerable effect in swaying general public opinion as well.
So far, they've concentrated upon the viewpoints of those who support the media's position. It's always easy to drum up such support when one is in control of what sees print or screen. Most papers are pretty fair about publishing opposing views, however, and they either present equal numbers from both sides or publish according to the ratio of letters of each point-of-view.
I've been fighting successive waves of firearms legislation for almost three decades and we eventually, with considerable help from the Auditor-General, managed to turn them around.
There'll be lots more sympathy for your views on this. Just keep it civil.
Over the last day I've written to Rick Mercer (and received a very decent and humorous reply quite quickly), Toronto Sun columnist Thane Burnett, the Toronto Star, and Charles Adler. More will follow later today.