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How about getting in touch with multiple universities around the world, particularly those who specialise in maths and computer science? Arrange a record attempt on a certain day, where all of the participating universities dedicate computing resources to mining Riecoin, in an attempt to create some record breaking numbers.
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Something like this could get some real coverage and wouldn't be entirely impossible to plan and enact. A bit of setup, then an initial press release name dropping the biggest universities who are involved - this would prob help get a few more on board. Then a push to get coverage on the day (maybe a recognized radio show or podcast hosted from one of the participating unis).. and then, another press release, in an attempt to get some column inches once the inevitable records are broken.
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This is an excellent idea, and would definitely help get the word out and get some serious media attention. The records alone would be enough to get good press, but getting a bunch of universities together to throw some computing power at the problem would definitely raise the profile as well. It may also get a bunch of students interested in Riecoin who wouldn't have otherwise heard of it - and university students tend to have the time, finances, and optimism to be early adopters and get involved with something like this. September 17 (Riemann's birthday) would be a good date to target - far enough out to get organized, get lots of people notified and get a buzz going, not far enough out to be completely out of sight/out of mind.
Perhaps starting by emailing the relevant student clubs/organizations at the target universities would be a good place to start - they are usually well stocked with the keenest students who are more directly connected to faculty members and may be better placed to plead the case to the people who could actually get this done rather than having the request be sent into the HR/PR black hole that most universities use as gatekeepers.
EDIT: September 17 is also a couple of weeks after classes start in many places - enough time to get people involved last-minute when they get into school, and before they get hammered with assignments, midterms, projects, etc.