The key is becoming s source. A valuable source. I have been praising for this to happen in every new media project I coordinate. And it always works.
If you become an interesting source of information for media leaders you will be their first choice every time they need to secure information about a topic.
Social media is the best way to become a known source of information.
As Lori Dicker states in today's article Social media tools that marketers shouldn't miss: "In many ways, 2009 was the year of the "a-ha!" moment for social media marketing. While many people long-involved with social media and word-of-mouth marketing knew it was only a matter of time for the masses to embrace this type of marketing, others were just starting to get their arms around the importance of establishing and leveraging their social footprint to build engagement, dialogue, and awareness".