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Public Relations Information
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Marketing-Minded Financial Planners, Dont Hold Back Information From the Media Some financial planners think that they shouldn't share their top tips with the media. Generating Publicity: Will The Media Be Interested In My Product/Business? When it comes to launching a new business or product, some marketing consultants might say that EVERY product is appropriate for a publicity or media exposure campaign. That is true to a degree, but as a PR/publicity professional and former media person, I would qualify that statement by saying that although new products would benefit from a solid publicity campaign, not all businesses or products and their pitches will grab the attention of the media. Media Relations: What To Do When Youre Misquoted When ABC News anchor Peter Jennings announced he had lung cancer last month, reporters who cover the media went into breaking news mode. How to Get More Mileage Out of Your Media Coverage Maybe it played for Kevin Costner in "Field of Dreams," but that paraphrased line ? "Print it and they will come" ? doesn't necessarily work in real life. Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media The media need you. Need the information and expertise you offer, that is. But they are not encyclopedias. They don't serve up information. They serve up stories. Competition in the News Creates Spin In larger cities with many outlets they are competing for more news that other outlets cannot get as fast. "THE SCOOP" and also the spin, this spin thing is so that articles can cater to the readership or so they say. I have found that many reporters including at the Wall Street Journal, Business Week, Christian Science Monitor, etc completely spin articles. How would I know this? Well I have my sources and I will not tell you!!! Just kidding, thought you might want to hear that excuse one more time. Marketing-Minded Financial Planners, Join Your Professional Organization to Get Free Publicity Unlike some professionals like lawyers and doctors, financial planners aren't required to be members of a professional association. Tactics Vs. Endgame - Endgame Wins It took me a while to see just HOW crucial the behaviorsof an organization's key audiences really are to its success, be it big or small, non-profit, business, association or even a public sector enterprise. Two Donts for Financial Planners Seeking Free Publicity Many of my clients have had the 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 the truth. Financial Planning Publicity: When Talking to the Media, Dont Fake What You Dont Know Relationships are based on trust-not just romantic relationships, or doctor/patient relationships, but practically any relationship, even the one with your auto mechanic. Publicity - How to Write a Headline That Will Garner Free Publicity Taking your ad and turning it into paragraph-style prose is not a press release ? chances are it will only lead the publisher to call and invite you to run it as a paid ad. A press release is for news or for information about a topic the audience needs to know. Mission-Critical Public Relations? As a business, non-profit or association manager, any tool that helps you reach your department, division or subsidiary objective IS mission-critical. Grandma Says... Southern grandmothers have often said, "there are only three times a respectable person's name should be in the paper: when you are born, when you are married, and when you die." This is the one area in which I part company with my grandmothers. Publicity is more critical today for the success of a business than it has ever been. Why do I believe it's critical? Let's review what publicity ? particularly publicity in business and trade publications - can do for your business. Provides Neutral Third-party Endorsement. Even though many think the media are biased, consumers still cling to the belief that people who are quoted by the media have something worthwhile to say. Boosts Your Competitive Advantage. Positive publicity confirms for your customers that they made the smart choice when they elected to use your products or services. Enables Referrals. Your "smart" customers become evangelists by handing out articles about you to their business contacts. Shortens Your Sales Cycle. Media coverage often does a better job of explaining what you do than an ad can. So, readers will have a level of knowledge about you before you meet. Builds Your Marketing Library. Print and web-based articles can become excellent marketing material that costs little to develop. Positions You. Publish or perish is the academic motto. Experts from outside the world of academia also know that by being quoted by the media they can improve their position as industry experts. Builds Value. For every speaker like Tom Peters earning thousands of dollars for appearances, there are hundreds who are paid a pittance for speaking engagements. Can you guess the difference? As you can see, there are a wide variety of reasons for you to be publicizing yourself and your business. Just this once, don't listen to Grandma. Go get your name in the paper. The Working Case Study Next to white papers, case studies are the most popular tool in the technical marketer's toolkit Does the PR Blueprint Work? Managers, please take a minute and read two sentences: People act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished. Managerial Survival Key For business, non-profit or association managers like yourself, survival pretty much depends on whether you achieve, or fail to achieve your department, division or subsidiary objectives. The Most Important PR In America Just happens to be public relations activity that alters individual perceptions leading directly to changed behaviors. PR pulls that off by persuading a manager's key outside audiences with the greatest behavior impacts on the organization, to its way of thinking. Then it moves those external stakeholders to take actions that help the organization succeed. A Great Way to Do PR As a business, non-profit or association manager trying to get a bang for your PR buck, you could pretty much concentrate on simple print and broadcast mentions or, for that matter, the whole basket of tactical public relations weaponry including old favorites like high-visibility speech appearances and newsworthy special events. What is News? What may be the more appropriate question is: What makes a story newsworthy enough to get picked up by the media? Here are a few rules of thumb to determine if you have a news angle worthy of press coverage. PRs Big Bang Theory Lots of theories out there about public relations.
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