Three ways get to know editors, and for them to get to know you.
Pay attention to bylines and mastheads
When reading the paper or news online take a moment to find the
publication’s masthead (employees of the title), and pay attention
to bylines (name of the author). Look up these people on Substack, X, Bluesky, LinkedIn, etc… Search the web for their portfolios. Get to know editors’ preferences.
Introduce yourself
After learning who writes what (aka beat reporters), introduce yourself either by email or direct message as a potential expert open for media interviews. Radio news in particular is always looking for experts they can call on when news breaks. If you work for an academic institution, ask the communications department if they offer media training to staff.
Ask for contacts and informational meetings
If you can develop a relationship with a writer (either as an expert on call, or simply as a follower/reader, then you can ask them for who to contact when you’re ready to pitch your own piece (they might even give you a warm intro!).
Once you know who to contact, cold email editors to request a quick 15-minute virtual call to ask them about their publication’s freelance environment