Chances are if one or two clients are asking you about something new, dozens more prospects – and media – are primed to get interested too.

For example, let's say that state university raised tuition 25%. You might have several clients asking how to reallocate or add to their college savings funds to pay for increased cost. And if a couple of your clients are asking about it, you can bet that hundreds, even thousands of people are facing same problem.

Whatever tactic you come up with to meet this challenge is your story for media.

Get ahead of curve: master new topic, and introduce it to media – with you as expert on it.

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.