Pundits?

I’ve often wondered where the modern media find their pundits. For example, asking someone who is described as a Luddite by a listener about Google seems like an awfully odd way to run a radio station. So, how do people like the ABC find folks to interview? Do they just Google for them? Is there a pundit school? Are the pundits sending press releases and actively selling themselves (that final one would strike me as a certain indicator of bias).