Marketing-Minded Financial Planners, Its Not Who You Know But What You Know

Almost every day, I hear the same question, over and over, from motivated, well-meaning financial planners who want to use publicity in their marketing mix. It goes something like this:

"Who do you know in the media? (Or, sometimes they frame it as, "Who do I need to know in the media?") Can you get me publicity?"

My answer is always the same. Who you know in the media is only half the game. And it's the easier half.

I'm a former newspaper reporter, and am on a first name basis with plenty of newspaper reporters. And here's what you get from knowing someone in the media:

It gets them to take your phone call, or your e-mail. Period. That's it.

But it's what you know ? your unique expertise and experience - and how you serve it up to those hungry media folks that determines whether you'll become a media star.

When they know you (or your publicist), they'll gladly give you 30 seconds on the phone to make your pitch. But ? and this is the harsh truth ? for you to get into print or on the air, they must make the cold, calculated judgment that what you've got is newsworthy. Not even the strongest relationships or friendships can bend this iron rule.

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.

In The News:

Washington Football Team Continues Fumbling Its PR  PR News - For Smart Communicators
PR Sports Photo Flashback: July 6, 2020 | Sports  Plattsburgh Press Republican
PR Assistant Internship London  FashionUnited UK

Easy to be Foolish About PR

In fact, here are three really foolish goofs made by... Read More

Building Credibility Through Bylined Articles

As if making sure your company runs smoothly on an... Read More

Possibilities Of The Blogosphere For The PR Industry In Spanish-Speaking Countries

Only two media in Spanish speaking countries offer RSS: the... Read More

Publicity: Nailing a Media Interview, Part II (Crisis Management)

We'd all like reporters to ask us about our career... Read More

A Managers PR Paradigm

If you manage a department, division or subsidiary for a... Read More

PR: Whats the Point?

Here's the point: people act on their own perception of... Read More

Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?

When you should send samples with your press release:1) When... Read More

PR Where it Matters Most

What's more crucial to the success of a business, non-profit... Read More

Austin?s Annual Charity Event with KVET

In my travels around the country while building my business... Read More

Tough Times, Tough Tactics

When times are tough, it's no time to ignore those... Read More

Media Relations: When Google Got Googled

Before meeting my soon-to-be-wife for the first time, I "Googled"... Read More

Marketing-Minded Financial Planners--Appearing on TV? Tell the World!

It doesn't matter how cruel the reality programs get, there... Read More

Can Media Coverage Build An Online Business? You Bet It Can!

As someone with expertise in media relations, I've been asked... Read More

Talk Back Radio - Tips To Be A Star On-Air!

Talkback radio offers a fantastic opportunity to access thousands of... Read More

Managers, Have You Been Shortchanged?

You have been if you're a business, non-profit or association... Read More

Just What Kind of PR Matters to You?

Parties, videos, booklets and column plugs?Or public relations that does... Read More

This is the Power of PR

The power of public relations is its ability to alter... Read More

Company Dress Codes for Small Business; Shorts and Pants

Most small businesses have logo'ed shirts, usually polo shirts with... Read More

When Tactics Are Not Enough

Your public relations people are busy. The buzz is all... Read More

Media Relations - Ten Essential Tips to Use The Media to Market Your Business

In the 'Age of Scepticism' gaining media coverage is one... Read More

How PR Makes a Managers Life Easier

Things are pleasant for many business, non-profit or association managers... Read More

Public Relations Strategies: Announcing News on a Press Tour

Gaining news coverage on a successful press tour requires planning,... Read More

Publicity: Five Tips for Calling a Reporter

Always ask, "Is now a good time?"Deadlines in journalism are... Read More

Media Training 201: The Reporters Have Done Their Homework. Have You Done Yours?

Just about anyone who has been in the public eye... Read More

Financial Planners Garner Free Publicity by Making it Easy for the Media

Would you advise clients to buy a stock based on... Read More