As mentioned in this post, a major goal in media relations is to raise your spokespersons as experts in their field.
Another example of this concept in action is the above article in Jacksonville Magazine. They were looking for tips on home design concepts that will allow residents accessibility when they age. I connected the editor with an architecture professor. This professor had focused his work on designing public and private buildings to be accessible to all. The editor liked the professors ideas and asked him to write the article.
