Unless you’re a Hollywood star or some kind of oddball, to media you are not a story.

So forget about breaking your way into media spotlight with “news” about how great or successful you are, how impeccable your credentials are.

The media don’t care. You need more. Your story is your topic – a slice of your subject matter expertise. (For next 30 days, repeat this aloud to yourself every morning and evening until it is second nature:)

“My story is my topic.”

Your story will focus not on you, but on needs and problems that drive clients to your door.

And, as I'm sure you've recognized from your years of client service, meeting a client in person jumpstarts a personal relationship that can cement a professional one.

One caveat: Whereas you might take a client to an expensive restaurant to emphasize your financial planning success, don't do this with a reporter. No lavish, expense-account spots. It looks like you’re trying to buy favor. Most publications have pretty strong ethics codes—the reporter will probably be obligated to pay for their own meal, and they won't like shelling out for filet mignon. Suggest too fancy an establishment and they probably will turn you down.