Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media
The media need you. Need the information and expertise you offer, that is. But they are not encyclopedias. They don't serve up information. They serve up stories.
That heap of paper that thuds onto your doorstep early each morning ? it's called a newspaper, not an information paper.
And that evening broadcast you watch to catch up on the day's events? They call it the Evening News, don't they? Not the Evening Information.
The media take the huge mass and swirl of information out there every day and spin it, by a process that seems magical but isn't, into what we all call news. Into stories.
Simply put, news is what's new. It's what everyone's talking about today. Whatever that may be. Or, it's whatever the news media, in their judgment, think we need to know today, so we can all talk about it tomorrow.
First, let's just get our arms around this key distinction between news and information. It's critical to getting meaningful publicity.
News and information: two different things.
The media take a raw ingredient ? information ? and condense, distill, sort, and package it into a product called news. News, whether in print, on TV, or the Internet, is delivered in tidy little packages called stories.
Compared to your financial planning knowledge, news stories are unbelievably short, simple, and ? sorry to say-usually shallow. (That's not as cruel as it sounds: the audience ? your prospects ? usually don't need to know huge amounts of information, to decide they may need your services.)
But those stories sure do pack the powerful punch of immediacy, urgency, and relevance to daily life.
Information: a financial planner devotes an entire career to mastering the intricate details of investing and managing a 401(k) retirement account.
News: Congress passes a far-reaching retirement savings law. Suddenly, millions of Americans face a deadline to make financial decisions that may affect their quality of life for decades. The financial planner explains the new law succinctly and clearly in an interview aired on the local TV news, and guides viewers through the choices they face. The entire story is two minutes long, just right for the general public. By contrast, when the financial planner speaks on the topic as an expert before an audience of her peers, she will present for an hour.
Information: Dr. Jones is a leading authority on certain rare infectious diseases, lecturing and writing on the subject in the world's most distinguished medical journals and colloquia.
News: The Governor of Dr. Jones's state contracts one of those diseases, and uncertainty over his ability to remain in office swirls. Dr. Jones does not treat the Governor, so he cautions that he cannot comment on the specifics of this case. But calmly and objectively, he explains to reporters in lay terms the general facts about this kind of illness, pointing out that 90% of people with it recover promptly with treatment once diagnosed.
Information: broad, deep, and evergreen.
News: narrower, shallower, but timely and topical.
The knowledge within it is no less true, real, or important. It's just been distilled into bite-sized bits that fit the space in the paper, the time on the show, or the audience's attention span. Distilling that information into news, and then assembling it into appealing packages called stories, is essentially what the news media do.
So don't be like one of those characters in an Alfred Hitchcock movie ? getting in trouble because you know too much. Instead, learn to slice and dice your topic into many narrower, manageable offerings.
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.
What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners
New business owners often miss out on publicity opportunities because they think it's a nuisance to talk to reporters. In fact, publicity can be far more valuable than advertising. Media exposure can give your business profile a huge boost. You'll attract clients, customers and recruiters. More important, you gain credibility as an "expert" when you can post a copy of a published article on your website, office wall, or portfolio.
Want to Light a Fire Under Your PR?
Yes? Then do something positive about the behaviors of those important external audiences of yours that MOST affect your operation.
PR Essential to Your Success
Whether you are a business, non-profit or association manager, your success will depend, to a large degree, on how well you positively impact the behaviors of those outside audiences that most affect your operation.
Life After Press Release Distribution?
A few weeks ago I was participating on an on-line message board. One of the members was a new business owner who was very excited about sending out her company's first press release. The question she posted to the group was important, but also a common one echoed by so many small-business owners charged with handling media coverage in-house for the first time: "Now that I've distributed my press release, what do I do next?
How To Use PR To Build Your Business
Everyone knows the value of free publicity. And given the opportunity, most businesses would jump at the chance to have a news article written about them, or to be covered by TV and radio stations.
PR: The Wildcard Marketing Strategy
What is the true purpose of public relations and how can it really help impact the growth of your small business? In order for the media to succeed, they need information that is both useful and entertaining for their readers. This is where you, the business owner or marketing executive, come in.
How to Get PR
There is a process for successfully getting publicity about your business or organization. Publicity is no great mystery, just a thorough and strategic sales job. You are selling content to a publication or website who needs it to entice their readers. No publicist can guarantee a publication will print stories about your company because the publisher or editor ultimately controls the content of a publication. However, here is the method we recommend:
PR Is Just Smart Business
The name of the game is doing our part to achieve manage- ment's objectives. And public relations best practice ? properly applied ? does just that.
How to Make A Great Press Kit ? A Musicians Guide
As an owner of an independent record label, I often get asked how to put together a great press kit. I have found that young musicians understand their music, but are often intimidated by the marketing end of the business. In this article I will help you figure out how to position yourself, whether you are a Latin female vocalist building her base, or an upstart garage band just looking for a break.
Media Training: Stop Talking, Already!
THE TWO MINUTES UNDERDOG
Publicity: When Calling a Reporter, Keep it Short
When you are planning to call a reporter for the first time, it can help to imagine that you are a phone solicitor (albeit one with terrific, useful ideas).
Leveraging Your Reputation - Making PR Work for You
We rely on all kinds of tools and advice to help our businesses grow, from accounting and legal advice to graphic design and sales seminars. But what are we doing for the important job of building our business's reputation in the community?
Why Do You Want PR?
To get someone's name in the newspaper or a product mention on a radio talk show?
Starting A Publicity Program
Successful buisnesses know that media attention reaches consumers better than advertising can. A feature story on a start-up's new product or service, for example, can send the business into a new stage of growth. Publicity can help bring your business greater visiblity and success. Publicity lets the public know you exist and creates crediblity and good will. That makes customers and prospects more receptive to your products and services.
Managers: A Key to Your Survival
Most business, non-profit and association managers live to tell about it only IF they achieve their operating objectives. Very little wriggle room there.
Getting Traffic Through Publicity
If your reading this, you must be online and most likely have a website. You must also be interested in making money from this website, but there is only one way you can do that- traffic and lots of it.
Managers: Are You PR-Fit?
Can you honestly say that your business, non-profit or association's key outside audiences behave in ways that help lead to your success on-the-job?
6 Essentials for Doing Your Own PR: Guest Author
Today's issue of Lean Marketing Champions features tips on doing your own PR from one of our authors and PR goddess, Paula Gardner.
Marketing-Minded Financial Planners: Put Extra Content in an E-Zine
As you start getting more media-savvy, you'll find yourself coming up with more and more information and ideas to help the public. Not all of these ideas will strike the fancy of your media contacts, but don't let them go to waste-become a media person yourself by publishing an e-zine.
Managers Who Leave PR to Others
You're a business, non-profit or association manager who needs to achieve your organizational objectives on schedule. Since public relations should be helping you do just that, why leave it wholly in the hands of others?
|© Athifea Distribution LLC - 2013|