Think that you aren't big enough for national media coverage? Says who? Certainly not the USA Today. In one recent two-week period, they quoted financial planners in Southfield (Michigan), Dublin (Ohio) and Clearwater (Florida). These are not exactly metropolitan hubs.

When your media confidence and experience grow, consider branching out to a larger audience than just your hometown or targeted industry.

To go national, you may want to consider using lists and directories where you can search for what media to go to, and learn the best way to reach them.

There are three kinds: free web-based links to hundreds of media, (like kidon.com or Newslink.org), published directories, CDs, and subscription web sites (like Bacon's and Burrelle's) and customized, low-cost lists from brokers or similar providers. Your local librarian will be able to help you, too.

Use lists and directories as a guide ? a starting place.

If you've read the articles on my site, or read my book, you'll have already figured out ? smart you! ? that mass-sending releases or articles without a follow-up, or an actual personal exchange via phone or e-mail, will not get you far. Even the most frequently updated lists can't stay on top of the rapidly changing media world.

Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.