Know interesting, unique user generated content. As an intern may be the easy part because that's you which just be genuine. Don't give them a reason to research another dealer.
Those are the attributes that provides a good gig to be a news writer. Only that it is printed every after in 24 hours of the event-not news anymore. Every media outlet has a web-site today.
Preparation and practice provide the basis for good media interviews. Finally, use social online communities. It's human nature to get concerned with the world around us.