bring them something they can use, like stats, insights, or an edge on a story that no one else has. they have pressures like everyone else from their bosses to produce and deliver, and they're competing for an editor's story approval. help them be your story's advocate by being their source for data and insights that's unique.
To add to this (and as patio11 has said several times in his articles) OKCupid does this with regularity, and has provided a people with great deal of entertainment and information value, and have been covered many times in the press. They've also possibly indirectly helped their business doing this.
