It's easy to think of Public Relations or Media Relations as mere publicity. Get a reporter to pay attention to your story or cover your event and you've done your job, many would argue.
Well, what's missing is what happens between press conferences or interviews. That's the time you can spend helping to educate reporters and producers. What can you do?
Look for opportunities to send a reporter an update or news item about your industry. See if he or she might need some help understanding a topic in your field. Suggest another expert they might book as a talkshow guest.
In other words, PR is about relationships. If you can be seen as a legitmate resource, someone who really wants to help, you stand a better chance of gaining favorable coverage when you most need it.