Tips on Dealing With the Media

Written by Ned Steele

You thought of it, you researched it, you wrote it. So you own your story. At least you do until you send it torepparttar media.

At that point, they are free to do whatever they want withrepparttar 144458 information you gave them.

Your job from then on: control and communicate it torepparttar 144459 maximum. Offer new information if you find it. Steer them to resources that may help them flesh outrepparttar 144460 story. Assure them that you will be available for follow-ups, day or night.

But they ownrepparttar 144461 media outlet. Their job: creatingrepparttar 144462 story as it will appear in their newspaper, magazine or overrepparttar 144463 airwaves.

Unless you are authoring an article to appear under your own byline, don’t expect – or request – approval rights, an advance peek, or any changes. They may never call again if you do.

Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media

Written by Ned Steele

The media need you. Needrepparttar information and expertise you offer, that is. But they are not encyclopedias. They don’t serve up information. They serve up stories.

That heap of paper that thuds onto your doorstep early each morning – it’s called a newspaper, not an information paper. And that evening broadcast you watch to catch up onrepparttar 144457 day’s events? They call itrepparttar 144458 Evening News, don’t they? Notrepparttar 144459 Evening Information.

The media takerepparttar 144460 huge mass and swirl of information out there every day and spin it, by a process that seems magical but isn’t, into what we all call news. Into stories. Simply put, news is what’s new. It’s what everyone’s talking about today. Whatever that may be. Or, it’s whateverrepparttar 144461 news media, in their judgment, think we need to know today, so we can all talk about it tomorrow.

First, let’s just get our arms around this key distinction between news and information. It’s critical to getting meaningful publicity.

News and information: two different things.

The media take a raw ingredient – information – and condense, distill, sort, and package it into a product called news. News, whether in print, on TV, orrepparttar 144462 Internet, is delivered in tidy little packages called stories.

Compared to your financial planning knowledge, news stories are unbelievably short, simple, and – sorry to say—usually shallow. (That’s not as cruel as it sounds:repparttar 144463 audience – your prospects – usually don’t need to know huge amounts of information, to decide they may need your services.)

But those stories sure do packrepparttar 144464 powerful punch of immediacy, urgency, and relevance to daily life.


Information: a financial planner devotes an entire career to masteringrepparttar 144465 intricate details of investing and managing a 401(k) retirement account.

News: Congress passes a far-reaching retirement savings law. Suddenly, millions of Americans face a deadline to make financial decisions that may affect their quality of life for decades. The financial planner explainsrepparttar 144466 new law succinctly and clearly in an interview aired onrepparttar 144467 local TV news, and guides viewers throughrepparttar 144468 choices they face. The entire story is two minutes long, just right forrepparttar 144469 general public. By contrast, whenrepparttar 144470 financial planner speaks onrepparttar 144471 topic as an expert before an audience of her peers, she will present for an hour.

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