There's a smarter way to garner free publicity that will build your financial planning practice. Rely instead on developing tools and tactics I teach in my articles and seminars. Practice contacting reporters informally and writing intelligently about your topics.

Don't lump yourself in with dozens of press release submitters who receive but a brief glance from reporters, and hardly any chance of garnering publicity. Share your expertise with media in creative, common sense ways.

Instead, invest time in coming up with information that will appeal to reporter and to her readers. Useful information gets – and keeps – a reporter’s attention much better.

And after you compile that information, make sure that it's going to be easy for reporter to find you when they want to use information. Every piece of paper or email you send media must have your contact information: phone, fax, mail, web site address, and e-mail. Putting it on outer folder, or top sheet alone, just isn’t enough.