When you work with the media, your first priority is probably figuring out what they can do for you. But Christina Kerley—widely known as CK—says the greater long-term payoff lies in flipping the equation around. She argues that concentrating on what a journalist gets out of the interaction lays the groundwork for future rewards.

In a post at her blog, she tells the story of a reporter with a tight deadline who needed a crash course in social media. It proved more complicated than he expected, and at the end of the conversation he scrambled to get CK's corporate information. She shocked him by saying, "I don't care if you promote me in the article, I care that you promote the right message. Otherwise I'm not doing right by my markets." Not something journalists hear every day.

But CK didn't stop there. She offered to connect him to other trusted colleagues in the social media scene who could elaborate on topics from advertising and research to PR and user experience.

CK undoubtedly became a valued and trustworthy resource. And it would be surprising if the reporter didn't go out of his way to mention her company in the article. It's the perfect template for a win-win situation.

The Po!nt: "[F]ocusing on his needs and those of his readers—not my need for promotion—is how I best provide value," says CK. "Consequently, it's also the best way to form a long-term relationship with him." And, she notes, a path to revenues.

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