Two Donts for Financial Planners Seeking Free Publicity
Many of my clients have had the misguided perception that they won't be able to get media coverage from a publication that their larger competitors advertise in. Nothing could be further from the truth.
Most respectable publications erect a wall separating advertising and editorial (news/feature) coverage. Reporters and editors are specifically instructed to not give preferential treatment to advertisers. It's one of the first things you learn in Journalism 101. Many larger publications are so cautious about this; they end up actually being less likely to write articles about or containing quotes from advertisers.
This leads to two very important "don'ts":
There is a small minority of publications that do give advertisers favorable editorial coverage. I argue that these are publications to stay away from.
Remember, the point of media coverage isn't to get your name in print, but to influence potential customers. If you saw a favorable article about a vendor next to a full-page ad for the same vendor, how likely would you be to trust the article?
The wall between advertising and editorial is a time-honored journalism tradition. Crashing into a wall usually hurts, so don't try 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.
The Press Pack Is Chasing You - Give Them Room
There's good news for public relations execs, marketingprofessionals and even one-man-band entrepreneurs: journalistsare surfing your sites looking for news.
Public Relations Going O.K?
Using Publicity As A Creative Marketing Tool
Publicity is an important and often overlooked tool of creative selling; and a more cost-effective way of reaching your target audience than advertising. With the inherent third-party endorsement of the media implied in every editorial story, a news or feature article in a newspaper, magazine, or on television or radio, is an infinitely more credibly-perceived communications message than an ad or commercial. Publicists less frequently are favored with hard news stories. They are more often tasked with getting "softer" news and feature stories on-air or in print. Here are some techniques involving creative conceptualization and application ? what I call CREATIVE FORMATTING ? and they work very effectively when carefully thought-through and constructed.
Publicity Wont Thrive on Press Releases Alone
Press releases are a useful tool for announcing news and for keeping your name in the mind of the news media.
Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity
In this great country of ours, there are basically three ways to get yourself tons of media coverage.
Managerial Survival Key
For business, non-profit or association managers like yourself, survival pretty much depends on whether you achieve, or fail to achieve your department, division or subsidiary objectives.
Which PR? Judge for Yourself
You are a senior business, non-profit or association manager.So, chances are you call the shots for your department, division or subsidiary.
Writing a Press Release: The Medias Dirty Secret
There's a dirty little secret about press releases that the media doesn't want you to know. The fact is, most of them travel directly from the sender's computer to the reporter's trash box. Or from out of the envelope into the "round file."
How To Create A News Angle
Think of a triangle. On the left, imagine the story you want to tell. On the right, you have zeitgeist , or curent events.
Ignore PR at Your Peril!
If you do, it means:
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.
PR Planning: Mapping Out Your Strategies, Tactics
With all due respect to all those stereotypical males out there who hate to ask for directions, the fact is that even if the territory is somewhat familiar, if you don't have a roadmap and follow its directions, you're going to get hopelessly lost.
Your Organization: What Role PR?
As a manager, does your current business, non-profit or association public relations effort concern itself primarily with radio and newspaper publicity? Or does it concentrate on a specialty area like financial communications or trade relations? Or, possibly, it deals each day with sales support or government affairs?
Ten Media Crisis Tips
No comment. These are probably the two most damaging words in the English language to the reputation of a professional, business or organization. While positive publicity is always wanted, what happens when bad publicity comes your way?
A Powerful PR Strategy
It really is powerful when a business, non-profit or association manager uses public relations to alter theindividual perception of members of its key outside audiences, thus beginning the process of changing their behaviors.
Media Relations: Should You Pay For News Coverage?
Dear New York Times:
The Role Of Public Relations In Branding
Because PR can be difficult to control, it is often discredited. According to Dick Lyles, president and chief operating officer of The Ken Blanchard Companies, a full-service consulting and performance improvement company, "People tend to migrate to things they can control. Even now, when an executive looks at an advertising message that's exactly what they want to create, with exactly the right positioning and so forth, they say, 'That's the message I want to send.' That's great, even though people may not read it, or people may give it less value and discount it, because it's advertising.... [On the other hand], if you get a well-placed article in a trade journal or you get some ink, people give it more credibility. The impact is greater, but because it may not come out exactly the way it was intended to come out, [businesspeople frequently] discount it."
PR: Room at the Bottom?
When special events and communications tactics rule the PR roost instead of a workable plan designed to manage external audience behaviors that impact your organization the most, that's where public relations results can wind up.
Time to Spruce Up Your Public Relations?
Better check out the public relations fundamental premise, then take action in your own best interest.
How PR Helps Fiercely Competitive Managers
Fiercely combative business, non-profit and association managers use every PR weapon they can lay their hands on. Which means they employ strategic, rapid-fire print and broadcast tactics every day of their business lives.
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