“Tell the reporter WHAT you do that makes you the expert, WHY you think you’re considered an expert, and then offer SEVERAL quotable tips in the email, that allows the reporter to see that if he or she calls you back, you’ll have a clue, know what you’re talking about, and offer good quote.”

I don’t know what else there is to say about it – except, how come nobody told me this before? You should come out with more of these.