how do a new news company get press credentials?

Answer 1

Your organization needs to apply for the credentials through whatever beaurocracy issues them. I think it's the police department. Be prepared to present your jouralistic bonafides

Answer 2

It depends on what you want the credentials for. If it's to a sporting contest, contact the home team's media relations department. In the case of the playoffs, you may need to contact the league's media relations department.

In some cases, you may need to submit a formal request on company letterhead or, in the case of freelancing, you may need the request made by your assignment editor on company letterhead.