Your Financial Planning Clients May Hold the Key to Free Publicity
Every reporter, from the cub at the small town paper to the high-paid anchor on 60 Minutes, dreams of finding a lead to that news story that everyone will want to read.
Any marketing-minded financial planner will start to do the same if they are serious about getting free publicity through the media.
See, the media has a pretty good idea of what appeals to the public. That's a big part of their job--determining what stories are likely to attract their customers: readers, viewers or listeners.
You must develop this skill as well.
Luckily, you talk to the media's customers every day--they are your clients. They can help you determine what tips, tricks and trends are likely to appeal to the masses.
Chances are if one or two clients are asking you about something new, dozens more prospects ? and the media ? are primed to get interested too.
For example, let's say that the state university raised tuition 25%. You might have several clients asking how to reallocate or add to their college savings funds to pay for the increased cost. And if a couple of your clients are asking about it, you can bet that hundreds, even thousands of people are facing the same problem.
Whatever tactic you come up with to meet this challenge is your story for the media.
Get ahead of the curve: master the new topic, and introduce it to the media ? with you as the expert on it.
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.
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What makes a good media release and how do you engage the media with your story idea? How do you pitch stories to the media, especially hard-nosed news hounds who can sniff out a 'puff piece' a mile away?
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Always ask, "Is now a good time?"
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If I were coaching you as a business, non-profit or association manager on how to get the biggest bang for your public relations dollar, I would sum it up for you this way.
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What do you do with junk mail? Are you like me? I toss this stuff without opening it ? unless I see some benefit. Publication editors do the same. They toss news releases that don't demonstrate a benefit to their audience.
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From time to time, people ask me how public relations has changedduring the two decades in which I've been seeking publicity. Myanswer: technology. Twenty years ago, the fax machine was anewfangled novelty. Our primary means of communicating withjournalists was the telephone and the US Mail. The advent of e-mail and the web has made life easier in many regards and tougherin others - namely, thanks to hordes of clowns with money makingschemes and software that "blasts" press releasesindiscriminately to reporters, it's become very hard to get youre-mails through to spam-weary reporters.
The Only Way to Get Free Advertising?
Receiving free advertising is the dream of most business people. If you've ever found yourself frosting at the mouth over how your competitor got interviewed on the news or how they are always highlighted in the local paper, then read on. Maybe next time you can beat them to the punch and reach thousands at no cost.
Using Media and PR to Your Advantage.
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A wise friend of mine has often said, "There is no such thing as competition." I happen to agree with that philosophy. In fact, I have many solid business and social relationships with people you might consider my "competition". Some of my best friends are "competitors"!
Austin?s Annual Charity Event with KVET
In my travels around the country while building my business I have had the pleasure of meeting some of the greatest community volunteers in our nation. I never missed an opportunity to meet community leaders and learn all I could about every market my company franchised in. One event in particular was a standout; the Austin's Annual Charity Event with KVET.
PR: Short Form for Managers
Experience tells me that too many business, non-profit and association managers pursue their goals and objectives largely without the insights, behavioral strategies and sheer power public relations can bring to the table.
Not Getting the PR Results You Want?
The reason might be this simple: as a business, non-profit or association manager, you're too focused on communi- cations tactics and not on a workable blueprint for dealing with those important outside audiences whose behaviors most affect your department, division or subsidiary.
PR Buyers Beware!
It can bite you and waste your public relations budget when the program emphasizes communications tactics instead of how to make certain your key outside audiences understand who and what you are.
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