Evergreen Publicity for Marketing-Minded Financial PlannersWritten by Ned Steele
They'd hate to admit it, but media is pretty predictable. There are some stories that will run in newspapers until saints go marching in. Some of obvious ones: diet tips, anything having to do with kids or animals, political scandals, celebrity divorces...you could probably find a story about each one of these topics in every single edition of every daily newspaper in country. Long ago, newspaper editors realized that these topics attract readers. And, if you got your story published, same determination was made about your topic. Once a topic is anointed as "news-worthy" by media, you can keep coming back to it again and again, as long as you have a reasonably new angle.
| | For Free Publicity, Don't Fake What You Don't KnowWritten by Ned Steele
Relationships are based on trust—not just romantic relationships, or doctor/patient relationships, but practically any relationship, even one with your auto mechanic. That's why absolute worst thing a financial planner can do in their relationship with a reporter—especially a new relationship—is to give them false information. Remember, they think of you as a subject matter expert. Someone they can turn to again and again for concise, intelligent and accurate explanations for financial planning matters that they don't understand. If you mislead them, even if it's unintentional, you lose all credibility--and all chances for publicity. It is an especially egregious mistake to make with a reporter, because they have a relationship with their readers. If they print false information that you gave them, it gets into hands of thousands of people.
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