Which is better?

If you can link your expertise to Topic A, you stand a great chance of getting media coverage for yourself. Jump onto that story and hold on tight.

Often, Topic A involves politics. As a subject-matter expert, your job is to explain, not to take sides. When each side has a proposal, you simply describe what effect of President's plan will be, and what effect of Congress's plan will be. Much of discussion is held on political shows, where people are constantly arguing. Avoid these types of programs, and stake your claim in consumer and business oriented shows. There are plenty. Let noisemakers make noise, and while they do, you shed light.

After you’ve had a good call, or sent something to a reporter, follow up about a week later. If you get no response, assume idea’s either dead or filed for later consideration. No amount of follow-up calls is likely to change this cold truth – and it will actually lower your stock. Don’t be viewed as pestering – if initial idea doesn’t fly, wait a while, then float a new one.