Some events affecting our lives are always considered newsworthy - disasters, political elections, medical breakthroughs. If you can add any insight into one of these events, reporters will want to get your opinion. Your comments can become news. National or international stories may also warrant a local angle. Thus, a major toxic chemical spill in Great Britain will send reporters hunting down U.S. experts to say that their chemical plants are secure.
Journalists can also create issues that turn into media events.
A number of newspaper stories on real estate developers paving over prairies or wetlands can send angry environmentalists down to city hall because they are worried that their town is next. Develop your message and deliver it. Reporters can't know your business as well as you do, so it's imperative that you take the time to educate them. Craft concise message points about several issues affecting your industry or profession. Study these messages before the interview.