Financial planners, the first thing to know about reporters is this: they are busy.
Often, they are too busy to read a press release, too busy to wait for you to call back, too busy to find the "best" resource. This leads to three tips for marketing-minded financial planners.
When a reporter calls ? move quickly
A reporter calls you. Great! Now what? Just remember this tip: media people rate you as a resource on strange criteria, such as ? how fast you call them back. If you don't call swiftly enough, they'll quote someone else. Media time is not like regular time: for them, three hours is not a quick callback. It's an eternity. And probably for you, it's a missed opportunity.
As you're following the media, ask yourself new questions
Examples of questions to ponder regularly: Why did they quote that expert? Look on their web site to see if they have any publicity materials you can review. Which reporters seem to cover my topics? Start a list of reporters and media that cover your topic regularly. You're going to become friends with them before long.
Don't build your publicity campaign solely around press releases
Don't rely on press releases to build your PR campaign. Reporters get 30 of 'em a day ? and toss most. (Repeat after me: "Most press releases get tossed.") Instead, build relationships and send useful information in other forms.
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.
When I search Google News for "surveys," I get nearly... Read More
If you're an online business using public relations (PR) to... Read More
A great way to celebrate your achievements and capitalize on... Read More
Business people often spend time and money trying to find... Read More
Media relations, simply put, is the business of building and... Read More
The media need you. Need the information and expertise you... Read More
The wind of changes...The digital world has changed the form... Read More
Getting on the radio can be a great tactical move... Read More
Especially good advice for business, non-profit and association managers whose... Read More
Although media relations is not all there is to PR,... Read More
Have you ever gotten one of those letters from your... Read More
You are getting a good deal when you accept the... Read More
As a business, non-profit or association manager, any tool that... Read More
It's difficult enough running the day-to-day aspects of a business,... Read More
Small businesses have always known the importance of word of... Read More
It's one thing for a senior manager to approve story... Read More
You never want to inundate a reporter with information, but... Read More
In larger cities with many outlets they are competing for... Read More
This is the ending to my previous article, How to... Read More
Next to white papers, case studies are the most popular... Read More
And the best way to mind your own business is... Read More
Have you ever noticed that when someone is interviewed on... Read More
Everyone knows the value of free publicity. And given the... Read More
When is your best advertisement not an advertisement? When it's... Read More
Recently I had a craving for... Read More
As an entry level position to PR, I found myself... Read More
Here are two to-the-point questions recently posed by several association... Read More
Like human nature over time, the power of good public... Read More
In an ideal world, your business would be overflowing withnewsworthy... Read More
I got the latest issue of Internet Works in the... Read More
Have you ever heard of the saying, "One person's trash... Read More
Mark Twain once said the rumors of his death had... Read More
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More
It seems difficult to believe at the dawn of the... Read More
So many restaurants spend money on publicity and then practically... Read More
It really is powerful when a business, non-profit or association... Read More
Financial planners, the first thing to know about reporters is... Read More
Do you want to be quoted by the national press... Read More
News releases (also called press releases) are an important part... Read More
Publicity seekers know that Christmas can provide a bonanza of... Read More
As a business, non-profit or association manager, your public relations... Read More
As a mobile detailing company it is important to have... Read More
How to write a press release is a major challenge... Read More
When special events and communications tactics rule the PR roost... Read More
As a business, non-profit or association manager, what do you... Read More
Individual financial planners can outscore bigger competitors and gain market... Read More
Question: Why should your business issue a press release? Answer:... Read More
HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More
If I were coaching you as a business, non-profit or... Read More
You've heard "them" say it, haven't you?By "them" I mean... Read More
When a group of outsiders behaves in a way that... Read More
They know they had better do something positive about those... Read More
Quality public relations does something positive for business, non-profit and... Read More
When most people think about marketing, they think advertising. While... Read More
Do you dream of being on Oprah Winfrey's television show?... Read More
Gaining news coverage on a successful press tour requires planning,... Read More
As an owner of an independent record label, I often... Read More
Not a single reporter showed up at our news event.... Read More
Would you advise clients to buy a stock based on... Read More
Media kits include a combination of information whether created for... Read More
I believe this about public relations.People act on their own... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
How you answer questions depends on many factors. Example what... Read More
What's the real reason some managers shy away from public... Read More
You're a business, non-profit or association manager who needs to... Read More
The payoff for business, non-profit or association managers can be... Read More
Public Relations |