Tracking your correspondence with reporters, via phone or email, is important for two reasons. First of all, promises to follow-up can slip between the cracks of daily business and cost you a change at free publicity. Second, you don't ever want to contact a reporter twice about the same story. You will immediately destroy your credibility.

In my years as a public relations professional, I've developed a good system that financial planners can use to track contacts with the media.

It's simple. Just two logs that you can keep in a paper notepad, or in a spreadsheet program on your computer.

Keep one log to track reporters that you have contacted. It should have these three columns: A column for the names of the reporters youve contacted, a column that lists what each reporter is interested in, and then a column describing when/why to follow up next.

Plug these reminders into your calendar without this tool, you may make the critical mistake of forgetting to follow-up.

Keep a second log to track reporters youre going to contact. It should have these three columns: A column for the reporters' names, a column that lists their topic interests, and another column with a target date when you want to contact them.