How do you use Reddit to drive site traffic without spamming?

Hey all, my name is Lucas Daprile and I am an investigative reporter here at Treasure Coast Newspapers in Florida.

I've been spending a lot of time on Reddit lately trying to figure out how best to use Reddit to communicate with my audience — without, of course — posting dry, local news headlines.

I obviously want to drive site traffic and/or help news articles go viral, but I'm also not trying to spam Reddit and shamelessly self-promote. Do you all have any tips or advice?