Research shows that getting mentioned in the press is one of the most effective ways for financial advisors to enhance their personal brands and to become bona fide thought leaders. But, the competition for journalists’ attention is fierce. Not only are PR folks pitching them constantly, but so are financial professionals themselves and/or their agencies.
The media industry has changed dramatically over the past few years. The number of journalists has shrunk, but the number of stories editors expect to be filed has increased as so much content has moved to the Web.
According to Rich Chernela, a veteran financial media relations professional who has recently joined our firm, “Journalists are expected to update stories repeatedly and there are fewer and fewer in-depth stories. A number of reporters I know have complained to me that they are limited to 500 word stories. This leaves very little room for anything but top line info and very little, if any, analysis.”
So, how do I get coverage (that counts)?
Chernela says the old fashioned PR approach of introducing sources to journalists for future commentary remains a key element of any PR program. That said, the tried and true approach has become more difficult in light of the factors mentioned above. “This leaves journalists little time to break away for background meetings or phone calls—let alone lunch.”
TIP: Whether you’re doing your media outreach by yourself or with an agency, make sure you are VERY FAMILIAR with the topics and industries the journalist covers and show some evidence that you’ve read a few of their recent articles. It’s an instant red flag when a journalist receives a pitch that’s way out of his or her target area and you might not get a second chance to get on their radar.
Make a journalist’s life easier
A creative PR person can get the attention of a journalist with a clever story idea that identifies a trend or issue that is being overlooked. A good PR person should be monitoring breaking news and quickly identifying journalists whose beats are relevant to the breaking news and contract them to offer a client for comment.
“To break through the noise, a PR person must know the client’s take on the topic,” added Chernela. “Journalists don’t want to hear about someone who can comment on a hot topic or issue–they want a source who is not just credentialed, but who has an authoritative and unique take on the issue.”
Speaking of media attention
- Our client Anthony Glomski, founder of AG Asset Advisory was quoted in Forbes this week Why Many Entrepreneurs Are Missing Opportunities To Maximize Their Wealth.
- Meanwhile, Kyle Walters, (L&H CPAs) has been a twice-monthly guest columnist in Accounting Today and was just named to Accounting Today’s Top People to Watch list for 2018.
- Matt Topley (Fortis Wealth) was featured in Advisor News (So, Your Client’s Child Is An Elite Athlete – How Do You Plan Financially For That?) ….and his colleague, Randy Hubschmidt, was recently quoted in US News & World Report (Take a Crash Course in Student Housing Investments).
- James Nevers (Soundmark Wealth) recently shared his thoughts about planned giving in the Self Magazine financial planning guide (What Financial Planners Want You to Know Before You Donate to Charity).
We can’t guarantee you’ll see results like those of our clients above. But if you do your homework and follow our plan, you’ll be more than ready when the right media opportunities come knocking.
TAGS: Rich Chernela, Kyle Walters, Anthony Glomski, Matt Topley, Randy Hubschmidt, James Nevers,