As an expert in your field with the ability to provide context and perspective to a range of topics covered in the media, you can take pro-active measures to build relationships with individual journalists. Whenever  you come across a story related to your area of expertise, it takes only a few minutes to respond, emailing the reporter or columnist one or two lines of appreciation.

This also helps you to begin positioning yourself as a reliable source of value-added analysis. If you would like to share your insights on a topic that’s in the news now, provide some context in your email for your relevant credentials and stress your uniquely informed opinion, de-emphasizing in the email remarks that might make you appear partisan. Let them know that you would be happy to speak with them and how they can best reach you.