“The marriage between PR and the media can and does work, as it’s symbiotic—we need each other to do our jobs,” says seasoned food writer Bonnie Tandy Leblang, who is an internationally syndicated newspaper columnist in her 22nd year with Universal Press Syndicate. So how can you build long-term relationships of the sort she references?

“Be an information junkie. Read, watch and listen to everything. You’ll get ideas on trends from all newspapers, blogs, websites, radio shows, TV, magazines and so on—and not just the ones about food,” adds Leblang, who blogs on her Bite of the Best site while also conducting MediaMentor seminars (media relations training).

In addition, she has co-authored six cookbooks, and has been a contributor to top culinary magazines, including Parade, Better Homes & Gardens, Caring Today, Fitness, Parents and House Beautiful. Her additional quick tips for boosting your culinary coverage:

• Eschew blasts, because the media does. “What works? Stories and angles that work for the specific publication! For instance, when I’m writing for Better Homes & Gardens’ diet issue, don’t send me decadent chocolates,” Leblang says. “That shows me you’re just blasting out press releases, instead of doing your homework and pitching appropriately. One of my MediaMentor mantras is ‘Why make 100 cold calls when five hot ones will sell?’ That applies not only to phone calls, but to emails and press releases as well. And it works.”

• Track top food trends and peg to them. Leblang advises staying top of evolving food and beverage trends by browsing titles online, perhaps, even tracking top search terms online. Her take is that the following trends are hot right now: “Sustainability, money saving tips, family meals, eating locally or in season, food safety, whole grains.” In addition, she says “entertaining” and “new products” are always key editorial hot buttons.

• Avoid common media relations mistakes. “Using the wrong name or wrong publication” are common missteps, according to Leblang. So are: “Not knowing a thing about what’s being pitched, sending out incomplete press releases, some without contact info, invitations with spelling errors, releases sent along with a product that’s not the one being pitched, restaurant press releases without the address and phone number of the restaurant, and even sending products that don’t work.”

On a more positive note, Lebang says service journalism and “how-to” angles can open doors. “I like news that I can use—meaning information that my readers can use,” she shares.