Here’s how to become one and thus raise your value with reporters.

A reporter seeks four basic qualities from a third-party expert. To succeed, you must master all four.

First, be informed.

This is more than being educated. You must keep abreast of changes in your field of expertise by reading top periodicals in your line. Know what is happening. Stay on top of news. If reporter knows more than you do, then reporter will not consider you an expert.

Second, be reliable.

When phone call comes from news media, respond immediately. Tell your staff that responding to media is top priority. You should move heaven and earth to respond right now. Reporters call on deadline. They cannot wait for you. You must call back immediately. If you fail, odds are reporter will not bother to call you again.

Third, be interesting.

Not a single photographer showed up to capture moment. And we were pleased as punch!

Not a single newspaper knew about event. And we received front page coverage in every one!

You can make front page news by keeping media away. But how did we do it? Here is media relations plan we used:

BACKGROUND: A few years ago, I was working for a politician. In fact, he was a Canadian Member of Parliament (MP). That was about time that Canada Post decided not to deliver mail to homes in new developments. Instead, new homeowners had to pick up their mail at community "superboxes" near end of their streets. After laying down big bucks for fancy new homes, people expected same door-to-door service they were used to, and my MP took heat . . . even though Canada Post was an arms-length organization of government.

GOAL: Our goal was to demonstrate that my MP cared, that he was on their side, that he was doing everything he could to help them.

IDEA: One of complaints new residents had was that they were not receiving their junk mail (Go figure!), including weekly grocery specials and, by coincidence, my MP's mailing to constituents. This gave me an idea. Why not send my MP door to door to deliver his bulletin, explaining how he, too, was frustrated that Canada Post would not deliver his bulletin to them.

CHALLENGE NUMBER ONE: But what about majority of people who would not be home to see how my MP shared their gripes? We needed media coverage, so that everyone would read about it in their local newspaper.

CHALLENGE NUMBER TWO: This is a juicy story for reporters. Imagine headlines: "Resident sock it to MP". Imagine photos of angry residents waving their fists in rage against Canada Post. My MP would not look good one bit. The media had to stay away. But how would we get media coverage?