When a big story breaks, hundreds of media people begin searching for subject-matter experts to interview. They are also suddenly very receptive to stories that tie into the big story.

But...the window closes as quickly as it opens, for two reasons.

One, there will be many other financial planners looking to be interviewed. Two, another big story may come along tomorrow.

That's why you want to be one of the first voices that a reporter hears after they learn of the big story.

Luckily, the Web gives you access to the very same news feeds that reporters watch. Most online services and web portals provide real-time access to the major wire services.

Check the wires for breaking news, especially in your field, at least once a day. You’ll get a head start: the wires set the agenda for the rest of the news media. Remember the rule: on today’s wire = in tomorrow’s papers.