In previous articles for marketing-minded financial planners, I've discussed what to say to a reporter over the telephone.

However, if you are phone-shy or time-challenged, it's better to send an email than to do nothing.

Many reporters favor e-mail anyway, so use it. Call the media outlet or check its staff listing to get the reporters email address. Sometimes reporters email addresses are at the bottom of their article in the newspaperor linked to in the online version of the outlet. Its rarely a secret.

Again, offer practical story ideas one or two max per e-mail. Summarize your best story idea in the subject line of the email.

Be specific. In fact, spend as much time composing that subject line as you do the entire body of your message. It's that important.

Reporters get dozens of emails per day, and struggle with spam just like the rest of us, so make sure that your email doesn't look like spam. Avoid any words (you know what they are) that would be likely to set off a spam blocker.

And never, ever send a reporter an attachment of any kind. Many news organizations, fearful that their technically unsavvy staff will introduce a virus, prevent staff from receiving attachments. Usually they accomplish this by deleting the whole email.

If you want your email to be read, include a compelling subject line, and no attachment.