Here's an 80/20 rule for publicity that I've found to be very effective.

Build 80% of your publicity messages around needs and problems you help people solve. Devote no more than 20% to projecting yourself as expert who knows how to best address those specific problems.

When you slice broad expertise into narrower, specific topics and stories, you are almost ready for media folks to start listening to us! Take a look at some of my other articles to find out how best to contact them.

Occasionally, a reporter will offer to show you story before it runs. That’s different. It’s usually because they want to check facts, or ensure that they have quoted you correctly.

Always say yes if they initiate this offer. Even if you have 12 meetings tomorrow morning, and are undergoing surgery after lunch. This is a chance to make yourself sound as knowledgeable and intelligent as possible to thousands of potential clients that will read article.