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If you hear about a story that would interest the media, tell them.
Often I hear about stories that I think would be interesting on a radio show, or television, or newspaper, so, on a volunteer basis, I contact media and tell them about the story. For example, I visited a couple of auto repair shops in my hometown that had really cool lobbies with models of racing cars, racing memorabilia, and so on, so I sent an email to my local newspaper and told them about it, thinking they might do a story about them. I also talked recently with a whipping cream company that is a billion-dollar company but is headquartered in a town of 800 people! That seemed interesting, so I contacted National Public Radio, the Wall Street Journal, and USA Today (via their websites), and told them about the company (Organic Valley), thinking that could be an interesting story for them. It is a good way to have some influence on the media, plus you also learn some things about media into the bargain.
Also, if you do something that might interest media, let them know. For example, when I create and put up a YouTube video with an interesting idea or experience I've had, I might send a note to the Los Angeles Times (my hometown, Glendale, California, is on the north edge of Los Angeles) and to a couple of radio programs I know (besides possibly turning the idea into a TED conversation.)
Another interesting thing to do is to suggest guests to shows you watch or listen to. I just sent an email (via Howard's website) to Howard Stern's show on Sirius naming some people I'd like to see on as guests.