Just a quick thought:
Journalists are embracing the tools of social media to create online personas. They are breaking free of the constraints of traditional media to blog and tweet everything from deep thoughts to random musings to personal information that was considered verboten not too many years ago.
Not everyone can be a one man media conglomerate, but reporters are encouraged by their editors to be more transparent and accessible to readers offering new opportunities for engagement. Brand name reporters are far more accessible than their counterparts in the era of old media. You now have multiple avenues to get to know the most important reporters covering your business. Keep track of their musings through various social media tools and connect with them when appropriate.
A reporter’s tweet can become an entry point for a conversation outside of the usual give-and-take dictated by a breaking news story.
Some other good ideas can found there.