Commit this to memory, please: To get in media, being good is good enough.
You donít need to be perfect, or even best in your profession. Thereís no elaborate entrance exam or competition to determine who gets media coverage.
The prize goes to those professionals who are competent or better, and who understand how to play publicity game.
I have absolutely nothing against advertising as a means of getting exposure and a wider audience. In many cases, itís just what you need, and deserves a spot in your marketing mix.
But (have you noticed?) it is expensive, isnít it? And, in end, itís still you saying youíre great, which isnít as good as them saying it. I just think of it this way:
Advertising Ė buys you visibility Publicity Ė earns you credibility
Sure, youíre good. But, letís face it. So are many of your financial planning peers and competitors. But you can be one who gets into media. Because you knew how to get a reporterís attention.