These are tips you can begin implementing right away, I culled them from  one of my favourite bloggers on media issues.

1) Find a journalist who is writing about your area of interest.  Quote that person’s work in your blog posts, website, newsletters, etc., and give that person proper attribution.  Don’t just do this once, do it frequently. 

2) Feed information to journalists that care about your area of interest.  It is likely that you know something that they should know, so tell them.  Even if they don’t use the information immediately, you have given them information that they can build upon.  (Don’t over do it.  An occasional, high value tidbit will be welcomed, but frequent “noise” will not.)

3) Talk to specific industry reporters about the value they provide.  Discuss the areas where they are doing great and talk about the areas where you would like to see improvement. But don’t just talk about where they could improve, talk about how you can help them improve.