Most associations and chapters have a list of financial planners that they will refer media to. You want to make sure that you are on this list.

Besides publicity, there are several other chances to improve your marketing that membership in a professional association provides. You can publish articles in their newsletter (then reprint these to give to clients), speak to outside groups on behalf of association, and attend marketing seminars given by speakers like me at national conventions.

2. Don't ever suggest to a media person that they should use your story because you are an advertiser. This will irreparably damage your reputation with media. 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, 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 same vendor, how likely would you be to trust article?

The wall between advertising and editorial is a time-honored journalism tradition. Crashing into a wall usually hurts, so don’t try it!