Marketing-Minded Financial Planners: Put Extra Content in an E-ZineWritten by Ned Steele
As you start getting more media-savvy, you'll find yourself coming up with more and more information and ideas to help public. Not all of these ideas will strike fancy of your media contacts, but don't let them go to waste—become a media person yourself by publishing an e-zine.
Fill your e-zine with same advice, information, and tips you use in your publicity articles. You'll want to edit in for readability on Web—that means short paragraphs. Studies have shown that people hate reading long blocks of text on a computer screen.
You are using same content, but have more ways to get it in front of your sources of referrals, clients and potential clients. Better publicity, better marketing, more business.
Publicity: Nailing an Media Interview, Part IWritten by Ned Steele
The most important thing to remember for any interview: stay on topic. I ask clients to repeat this like a mantra before they go on air, or even when on phone with a reporter.
A print reporter gets maybe 700 words to do your story. A TV or radio reporter has two minutes. So your interview shouldn't be hours long.
Don’t give them more than they need. It’s too overwhelming for them, and can divert story to a tangent. Tangents have a place – in intellectual dialogue; when you’re talking among colleagues. Remember this formula always: in mediaworld, almost all time, tangent = someone else’s story, not yours, getting talked about.