Establish a spokesperson. Someone at your organization needs to be able to field calls and answer questions from the media. Choose someone who is a clear writer, knowledgeable about your organization, and comfortable speaking to reporters on the phone.
Refine your message. If a reporter from the Wall Street Journal calls you, what will you say? Your talking points should be clearly defined on paper, so you don’t fumble when the big moment comes.
Build a list of journalists (and this should include influential bloggers). Chances are, there are only a limited number of journalists who really care about your industry and would be likely to write about your organization. In fact, there are probably fewer than 200 of these reporters. So make a list of them and keep it up-to-date.
Embrace Twitter. Follow your list of journalists on Twitter – and, if you have a good Twitter feed, invite them to follow you.
Establish yourself as a source. When appropriate, let those journalists know about your areas of expertise. When interesting stories break, offer yourself as a source of information for their articles.