Two Don'ts for Financial Planners Seeking Free PublicityWritten by Ned Steele
Many of my clients have had misguided perception that they won't be able to get media coverage from a publication that their larger competitors advertise in. Nothing could be further from truth.Most respectable publications erect a wall separating advertising and editorial (news/feature) coverage. Reporters and editors are specifically instructed to not give preferential treatment to advertisers. It's one of first things you learn in Journalism 101. Many larger publications are so cautious about this; they end up actually being less likely to write articles about or containing quotes from advertisers. This leads to two very important "don'ts": 1. Don't give up hope of getting quoted in or writing an article for a publication just because you don't advertise in it.
| | How To Get Your Financial Planning Story on TelevisionWritten by Ned Steele
A press release telling about "Stevie, Water-Skiing Squirrel" will never get that talented mammal on TV news. But that same press release, accompanied by video of Stevie jumping over mini-ramps in an inflatable pool, will make news nine days out of ten. Words on paper or screen alone do not make a TV story. If you want to crack TV news or talk shows, you must demonstrate that you have a “visual.” A visual is images or video that accompanies words. TV needs something that moves or talks to tell its stories. If it looks interesting or nice, that’s a plus. They will shoot video; you don’t need to. But often you do need to suggest what to shoot.
|
