The magic word: saying 'yes' to media requests can help set you apart.

• Author: Spaniel, Bill
• Position: Mediarelations

ever wonder why newspapers and magazines frequently mention a colleague, and yon never get ink? That colleague probably has learned the power of a single word: Yes!

When a reporter requests financial planning tips or wants to know how readers can maximize their tax deductions, she needs a quick response. Most likely; she's on a tight deadline and doesn't have time to wait for someone to return a call. So she contacts experts be they CPAs, financial planners or enrolled agents who are readily available or are willing to work with the reporter's schedule. When a reporter phones, (he media-savvy CPA says, "Yes, I can help you."

More than 99 percent of the time, reporters contacting CPAs seek information that reflects well on the individuals interviewed and on the profession itself. They are writing stories about taxes, budgeting, identity theft, credit card use and other topics in which CPAs are experts. If you turn down an interview, you may be missing a great opportunity to showcase your own expertise.

Too Busy?

Understandably, there are times when you can't immediately answer a reporter's questions; for example, you're meeting with a client. Politely tell the reporter about the conflict and ask if you can call her back. II she can't accommodate you, respond that you would be happy to talk with her for future stories. If possible, recommend another CPA for the current interview request. She'll appreciate your conscientiousness.

But why wait for a reporter to contact you? Why not go to the reporter? Reporters are always looking for good story ideas. Perhaps you can talk about how Baby Boomers can have a more secure retirement. Jot down your advice in a short email and send to a reporter who writes about personal financial issues in your area. If he hasn't discussed the topic recently, he just might give you a call. If he ignores your message, be patient. At least he now has your contact information (be sure to include a signature block in all emails), and he may eventually phone you.

Other Avenues

There are other ways to gel your name in the paper that don't involve talking with a reporter. Consider writing a financial advice column, for example. Some small newspapers welcome regular contributions from outside writers who provide expert advice on subjects of interest to their readers. If your local newspaper doesn't have a personal financial column, ask the editor if he would like one. If so, you probably will need to provide sample articles...