Commit this to memory, please: To get in
media, being good is good enough.You don’t need to be perfect, or even best in your profession. There’s no elaborate entrance exam or competition to determine who gets media coverage.
The prize goes to those professionals who are competent or better, and who understand how to play publicity game.
I have absolutely nothing against advertising as a means of getting exposure and a wider audience. In many cases, it’s just what you need, and deserves a spot in your marketing mix.
But (have you noticed?) it is expensive, isn’t it? And, in end, it’s still you saying you’re great, which isn’t as good as them saying it. I just think of it this way:
Advertising – buys you visibility Publicity – earns you credibility
Sure, you’re good. But, let’s face it. So are many of your financial planning peers and competitors. But you can be one who gets into media. Because you knew how to get a reporter’s attention.
