--Pertinent statistics --Real-life examples --Photos of you or of clients who have benefited from your advice --Confirmation from other experts Sure, you can leave it to them to do additional research, or dig up photos they need to flesh out your story.

And just as sure, they may decide to move onto another story – one that requires less heavy lifting. The more you help a reporter, better odds your story will fly. Make it easy for them, and they’ll come back to you again and again!

Second, you aren't only financial planner looking for publicity. And unless your wisdom far exceeds that of any other financial planner in world, you'd better believe that your competitors will be offering practically same information to media. In end, not only is information disseminated after all, but you lose chance to take credit for it.

Part of being a good media resource is delivering lots of good information. So share everything you’ve got. Hold back nothing. With journalists, “saving good stuff” for paying customers is a certain ticket to becoming a media fiasco.