A letter to the editor is a great way to garner media attention in your area of expertise. Send letters in response to articles that are relevant to your practice area. Make sure you have an actual opinion about the article and why you are responding. Do you have a different solution to the problem under fire or do you have a different experience that you'd like to share. Send your letter within a week of the original publication and follow up with a telephone call to make sure it was read. Position yourself as the expert and you will be perceived as an expert - even in states like Pennsylvania were attorneys cannot call themselves experts . . .