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.

January: Keeping that New Year’s Resolution to get yourself organized.

March: Don’t let income tax season throw a wrench into your busy life.

June: School’s out! How to remain productive at work when kids are at home and leisure activities beckon.

September: Fall’s here, time to get serious again! How to make most out of your time.

December: Holiday season – how to get it all done.

And before you know it, another year has arrived, and now your media plan is to …. start all over again! For two reasons: not every media outlet you’re targeting did story last year, and (this is part I love!) many of reporters who turned you down last year have since left their jobs and moved on. That frees you to call their replacements, who will be hearing your story for first time.

Creativity exercise:

Try this right now. List months of year on a blank sheet of paper. Fill in one of your topics where it is appropriate for a particular month. See if you can find 6, 8, or even 12 reasons a year why media should do your story.