Well, chalk another one up to movies making up their own realities -- because reporters can prove to be surprisingly accessible, and it is through them that you are going to land yourself some free publicity. They are in the business of coming up with new and interesting things to cover, or telling the public about things they need to know. They don't know it all -- and are usually quick to admit it. Their job is to report the news, not to be subject matter experts in personal finance, tax, accounting, or whatever your area of knowledge is. This means you can actually serve as an important resource to them. They will be grateful to hear from you and have you available to use as a reliable source of information and expertise.

The most important thing to remember is that they are approachable -- by phone or email -- as long as you are contacting them to suggest a story idea about a topic. By suggesting the idea, you subtly position yourself as the expert on the topic. They will usually respond, if they like the idea, by interviewing you and quoting you in their article.

What media? Start with the publications your clients and prospects read. These may be media aimed at the general public, like the local daily newspaper or cable news channel. Or, they may be the professional and industry press that follows the market you serve. Just as accounting and investment advising do, every profession and industry has its own "trade" press. How to find out which ones your clients read? Just look around in their reception area or offices next time you visit. They'll be there in plain view.

Which reporter? Look at the publication to see whose name appears above stories about your topics. If it isn't clear to you, call the receptionist and ask.

Avoid contacting an editor before trying the reporters. If a reporter turns down your idea, you can try another one at the same publication. But once the editor rejects you, you're pretty much done at that publication.

Once you're ready to make contact, make sure you are prepared with useful story ideas. You'll come off as more professional and reliable if you actually have two or three -- no more -- different topics, rather than just one "take it or leave it" idea.

How to contact? Once you've picked up the phone and gotten through to a reporter, it always makes sense to first ask "is this a good time to talk?" Those pressing deadlines do exist, so you'll want to make sure you've called when they can devote the necessary attention. If you choose to contact by email, place your best story idea right there in the subject line, in a short phrase.

Being brief and to the point is key for the phone and email. Three well-thought out sentences for email, a 20 second rehearsed pitch for phone. Remember, the idea of this initial contact is not to tell the whole story, but to sell the reporter on the story, and on your expertise in the area.

You'll be surprised how welcome many reporters will be to your pitch. You may be trying to sell them on something, but you're also helping them do their job. It's a mutually beneficial exchange, and it's at avenue to free publicity.