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Go Ahead, Marketing-Minded Financial Planners, Call a Reporter

Yes, you can call a reporter.

I've said it before, in dozens of articles and presentations to financial planners looking for free publicity. Hopefully now you're getting comfortable with the idea. Go on. Pick up the phone. Reporters and newspeople are human beings like the rest of us.

They can, and do, take phone calls.

Just be ready with a couple of useful story ideas - about your topic and expertise, not about you - and chances are they'll listen.

A great phone opening to use with busy reporters is to always ask first: "Is this a good time to talk?"

Amazingly, many people think reporters don't want to hear from them. Wrong! Offer information they need, and they'll welcome your call. (But not at deadline time, which is usually in the afternoon. Call or email by about 1 p.m.)

A cousin to this myth: many also believe it's the anchor guy or gal they see on the tube each night that decides what stories appear on the evening news. Wrong again!

That person may be the most visible and highly-paid face at the station, but he or she usually has little or nothing to do with the process of deciding what stories get covered and who gets on the air.

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 or call 212-243-8383.

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