Even daily newspapers and weekly magazines work well in advance. Though facts of their stories may change as their deadline nears, basic structure of most newspaper articles is established well in advance.

This is especially true of financial and business columnists who are your main target. They often write their pieces weeks or even months in advance.

If you come up with a story that is time-sensitive, don't sit on it. Contact a media person right away. It's hardly ever too early to plant a seed in their mind.

Chances are if one or two clients are asking you about something new, dozens more prospects – and media – are primed to get interested too.

For example, let's say that state university raised tuition 25%. You might have several clients asking how to reallocate or add to their college savings funds to pay for increased cost. And if a couple of your clients are asking about it, you can bet that hundreds, even thousands of people are facing same problem.

Whatever tactic you come up with to meet this challenge is your story for media.

Get ahead of curve: master new topic, and introduce it to media – with you as expert on it.