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For Financial Planners, Marketing and Publicity Is About You
For financial planners, getting publicity, in the end, isn't about having contacts in the media.
Or about writing a great press release.
In the end, it's about one thing: it's about you.
You, and the knowledge and expertise you share every day with your clients.
The same knowledge that helps you recommend the right stocks, mutual funds, or municipal bonds.
The same expertise that your clients seek out when they want to plan a savings account for their child's education, formulate a retirement plan, or protect the value of their estate.
If you have any of that knowledge stuff (and you wouldn't still be in business if you didn't), you can get publicity. And you can use that publicity to build your business. I promise.
By the way, I've encountered many financial planners along the way who thought that getting impactful publicity was an impossible dream for them.
"I'm too small," they'd say.
"No one in the media cares about me."
I can't compete with the big guys."
To which I say, baloney! After which I say, yes, you can.
And after which I cite an old African proverb:
"Anyone who thinks you can be too small to make a difference has never spent a night alone in a closed room with a mosquito."
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.
Media Relations: Minority Media Matters
Your boss just stopped by your office. He tells you that he has decided to put you in charge of a major upcoming news release.
Get Outsiders on Your Side
Especially good advice for business, non-profit and association managers whose job success depends in large part on the behaviors of their key external audiences.I refer to behaviors like inquiries on the increase, new waves of specialized employment applications, more and more followup purchases, new levels of membership queries, a substantial boost in capital donations, or more frequent component specifications by engineering firms.
Dont Expect to Bump Oprah From A Magazine Cover
"I want a pony, a tree house and the fastest bike in the world.""I want the G.
Why Not Juice-Up Your PR?
Say, from tactics like special events, brochures and press releases to a public relations effort more in keeping with the challenges you face as a business, non-profit or association manager?I speak of public relations that alters individual perception and leads to changed behaviors among those key outside audiences of yours.Public relations that does something positive about the behaviors of those key external "publics" that MOST affect your operation.
How to Get PR
There is a process for successfully getting publicity about your business or organization. Publicity is no great mystery, just a thorough and strategic sales job.
The Press Release Method to Get Great Publicity
If you have had any experience in public relations or marketing, you probably know how well press releases can work. There are many, many companies who have increased sales by 100%-300% in a matter of months simply through using press releases.
Media Training 201: The Reporters Have Done Their Homework. Have You Done Yours?
Just about anyone who has been in the public eye has a story of the media interview that went south. "I talked to that reporter for an hour and all they used was a ten-second sound bite!" or, "He said he wanted to ask me about X when that was just a way to get in the door so he could talk about Y.
PR Works! 15 Ways To Make Your Press Release Stand Out From the Crowd
Do editors of newspapers, magazines and online news sites really use press releases? Too right they do. In fact, the press release is one of the most effective forms of publicity.
How Managers Hit PR Paydirt
As a business, non-profit or association manager, you'll know it's PR paydirt when you're able to persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to your department, division or subsidiary's success.Proof of the pudding will be outside stakeholder behaviors like increasing repeat purchases, more inquiries about strategic alliances, new specifiers of your components, more membership inquiries, or a jump in capital contributions.
Using Publicity As A Creative Marketing Tool
Publicity is an important and often overlooked tool of creative selling; and a more cost-effective way of reaching your target audience than advertising. With the inherent third-party endorsement of the media implied in every editorial story, a news or feature article in a newspaper, magazine, or on television or radio, is an infinitely more credibly-perceived communications message than an ad or commercial.
Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts
It's the time of year when calendars crowd out the books and magazines in bookstores and are even on sale at reduced prices. But there's a special kind of calendar that all good public relations professionals use - the editorial calendar.
For Financial Planners, Marketing and Publicity Is About You
For financial planners, getting publicity, in the end, isn't about having contacts in the media.Or about writing a great press release.
For Marketing-Minded Financial Planners, Small Publications Can Have Great Publicity Impact
Just because a publication is small doesn't mean that getting your name in it won't have great impact.Trade on the reputation of the tradesSome of the trade publications have very loyal audiences who are much more likely to trust someone they see there than someone on the local news or in The Wall Street Journal.
Media Training: When Reporters Bully You
UNDER FIREA friend whose organization is often in the media spotlight recently told me a story about her boss. Her boss, let's call her Susan, is on the leadership team for a lobbying group that represents a somewhat unpopular industry.
Media Relations: Should You Pay For News Coverage, Part II
Last month, we told you about "pay for play," a practice in which news organizations charge sources to appear on their programs. In other words, if you ante up enough cash, these "news" programs will air a puff piece about your company or organization.
P.R. Strategies for Professional Service Providers
Promotion for Professional Services Providers requires a different approach than for other types of business people. Here's why:* People buy professional services based on reputation, credibility and knowledge* Advertising works for products, especially ones that can be described; professional services are intangible and the selling points are based on the provider of service* Professionals must differentiate themselves by creating niches and through PR activities that create strong reputations, build credibility and showcase knowledgeLow-Cost, No Cost PR strategies you can use immediately:* Speaking engagements* Guest columns* Radio Expert* Volunteering on charity committees; member of a charity board; pro-bono work for a charity* Award submission* Web Site* Special Events* Newsletter (e-mail)* PublicityHow to decide which PR strategies are best for you:* What do you feel comfortable with? I have an attorney client who doesn't feel comfortable doing speaking engagements or radio shows, but likes to write.
How to Get Some of Paris Hilton's TV Time
When your book is mentioned on television, sales go up. Immediately people start looking in book stores and on the internet to find out how to buy it.
Grow Your Financial Planning Practice by Taking Your Publicity National
Think that you aren't big enough for national media coverage? Says who? Certainly not the USA Today. In one recent two-week period, they quoted financial planners in Southfield (Michigan), Dublin (Ohio) and Clearwater (Florida).
Inoculate Yourself Against Bad PR
What is bad PR?Well, if you're a business, non-profit or association manager, bad PR does nothing positive about the behaviors of those important outside audiences of yours that most affect your operation.It fails to create external stakeholder behavior change leading directly to achieving your managerial objectives.
Its the Little Details that Can Make or Break a News Story
Have you ever heard of the saying, "One person's trash is another person's treasure?" Well, that statement is a true one, but never more so than in the realm of media relations where so many small-business owners find it so difficult to garner media coverage for themselves or their companies. Allow me to illustrate my point below in an actual incident that happened to one of my clients and the lessons we learned from this experience.
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