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.
| | Marketing-Minded Financial Planners Piggyback on "Topic A" to Get Free PublicityWritten by Ned Steele
That big story media pursue each day is what I call Topic A. And even if it doesn't seem to have anything to do with financial planning, it often lead to huge media visibility for you.Often, Topic A has a controversial element, such as when tax cuts or Social Security is being discussed. The last thing that you want to do is pick sides on a controversial issue--unless you want to cut your prospect base in half by offending 50% of audience. But as an independent expert providing objective, valuable, nonpartisan insight and analysis, you can stay above fray – and still win points. You could beat your head against a wall twelve months a year, trying to get a reporter to write about your retirement planning story. Or, by contacting a reporter when a prominent person is retiring, you could garner free publicity you seek in a few short minutes.
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