If you keep in contact with reporters, chances are good that they'll call you when a story breaks. When you do get a chance to comment be brief, clear, and concise. Your prospects for being aired are greater when you reach the point quickly and quotably. Writing articles for trade, professional, business, or specialty magazines is a good way to get exposure and leads. And it's easier than you think.
Most editors are hungry for writers with a good technical grasp of their field.
If you demonstrate expertise, an editor will often polish your writing for you. You can also hire ghostwriters if necessary. Their fee will be well worthwhile in light of your enhanced professional stature. A good book on writing for publication is Writing Nonfiction That Sells by Samm Sinclair Baker, Writer's Digest Books. Often the best way to assure you knowledge in a field is to teach it.