The best media relations practitioners are former journalists. Good journalists have to be good researchers. Whatever organization or cause you are attempting to obtain media coverage for, learn the subject matter inside-out.
A non-profit organization may represent a profession, an activity, a sport, a health condition, a social cause, or another type of charity. No matter what the nature of the association, in-depth knowledge of who and what it represents will equip you to talk to a journalist. Have a wealth of facts at your finger tips. Learn good research skills. Make personal contact with good sources. Understand that facts change constantly and you must stay up-to-date.
Being equipped with useful facts and figures will make you someone with whom a journalist wants to talk. Giving out inaccurate facts can hurt your future opportunities with a journalist or media organization.