If you’re like most organizations and companies, the media component of your communications plan probably focuses on building relationships with editors and journalists. Sure, that’s an essential component. But there is another component that is commonly overlooked. You absolutely need to think about reaching the people who have far more latitude to write and say what they want. These people are columnists, influential bloggers, editorial writers, guest writers, or comment broadcasters. When you do your homework, you can zero in on people who will help to connect you to your niche audience. And here’s another plus — these writers and broadcasters are often far more approachable than editors or reporters who have little time to listen to a zillion story pitches in a day.