Marketing-Minded Financial Planners, It's Not Who You Know But What You KnowWritten by Ned Steele
Almost every day, I hear same question, over and over, from motivated, well-meaning financial planners who want to use publicity in their marketing mix. It goes something like this:
“Who do you know in media? (Or, sometimes they frame it as, “Who do I need to know in media?”) Can you get me publicity?”
My answer is always same. Who you know in media is only half game. And it’s easier half.
Because here’s what you get with who you know in media:
It gets them to take your phone call, or your e-mail. Period. That’s it.
Want Your Press Release Read? Add VisualsWritten by Scott Baradell
I attended a Business Wire panel this morning on value of adding visuals -- from product photos to video clips -- to news releases through BW's "Smart News Release" offering. A news release with a photo attached, for example, is 2.5 times as likely to be viewed as a text-only release.
The panel featured Chris Wilkins, photo editor for The Dallas Morning News, and David Kent, photo editor for Fort Worth Star-Telegram, as well as a BW exec. They provided following recommendations for getting your picture in print (with or without Smart News Release service):
-- Preferred format is Photoshop jpeg, at least 300 dpi -- Let them know if you've altered photo beyond basic cleanup, so it can be labeled as a photo illustration rather than a news photo