|
|
| Public Relations Information |
|
|
|
|
Foolproof Publicity for Marketing-Minded Financial Planners
They'd hate to admit it, but the media is pretty predictable. There are some stories that will run in newspapers until the saints go marching in. Some of the obvious ones: diet tips, anything having to do with kids or animals, political scandals, celebrity divorces...you could probably find a story about each one of these topics in every single edition of every daily newspaper in the country. Long ago, newspaper editors realized that these topics attract readers. And, if you got your story published, the same determination was made about your topic. Once a topic is anointed as "news-worthy" by the media, you can keep coming back to it again and again, as long as you have a reasonably new angle. Think of every PR success as the seed for the next placement. Re-read your article when it appears, and ask yourself, "What could I have elaborated on?" or "What's going to be happening next in that field?" For example, say your published story was about municipal bonds. Stay on the lookout for any municipal bond news that arises. Bond failures, new bond issues, appealing rates-all of these could be topics to bring back to a reporter. You may also consider a story about other tax-free return investment vehicles. 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.
|
|
|
|
RELATED ARTICLES
PR Going According to Plan? Think carefully! You're a department, division or subsidiary manager for a business, non-profit or association and you really need to achieve your operating objectives. A PR Surprise for Managers For those business, non-profit and association managers committed to PR tactics like radio and newspaper plugs, it can come as a surprise to discover where public relations value REALLY lies. How to Stay Composed During Contentious TV Interviews NOTE: Brad Phillips was a Producer for CNN's The Capital Gang from 2000-2001. How To Get An Avalanche Of Free Publicity For Your Home Business! There are many ways you can get tons of free publicity in the form of write-ups in magazines, newspapers, and even radio and TV. And sometimes you can turn family events into human-interest stories that editors like and will publish in their magazine and newspapers Something New For Managers? A new public relations blueprint could be a good idea if you're a business, non-profit or association manager who's not getting the important external audience behaviors you need to achieve your department, division or subsidiary objectives. Monarch Health Sciences starts shipping long awaited Monavie and Monavie Active The Acai Berry is starting to gain world wide recognition as a "wonder of nature." On a recent Oprah Winfrey show, titled 'LOOK 10 YEARS YOUNGER IN 10 DAYS," it was named as one of the top ten superfoods in the world for combating the effects of aging. In a location piece shot for and aired on NBC's Today Show, the Acai Berry was referred to as, "the Viagra of the Amazon." Research has shown that the Acai Berry contains more potent antioxidants than any other edible fruit on the planet. It contains over 30 times more beneficial flavinoids than red wine. Publicity: Nailing a Media Interview, Part III (Staying on Topic) In a media interview, always stick to your main points without rambling or digressing. Practice this when you rehearse. Whats Stopping You From Getting Publicity? When I talk with business people, they tend to believe if they offer good service, they will automatically get "noticed". Make Sure Your Media Room Rocks If a reporter was writing a story about you and your company and she visited your website, could she find anything useful and interesting about you to use in her story? And could she find it quickly? Or would she immediately abandon your site and look for one of your competitors to write about? Know What Matters Most About PR? When, as a business, non-profit or association manager, you are 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. The Only Way to Get Free Advertising? Receiving free advertising is the dream of most business people. If you've ever found yourself frosting at the mouth over how your competitor got interviewed on the news or how they are always highlighted in the local paper, then read on. Maybe next time you can beat them to the punch and reach thousands at no cost. Hey, Mr/Ms Manager! Does it really make sense to bet your PR budget on results like newspaper mentions and zippy brochures while your all-important outside audience behaviors are probably receiving much less attention than they need? 6 Steps to Using Trade Magazines To Reach Customers When developing a publicity campaign for their business many owners overlook the importance of trade magazines and journals as vehicles for reaching new customers. While mass media publications have widespread readership, the targeted nature of trade publications make the information that appears within them even more powerful. Publicity: Marketing-Minded Financial Planners, Never Say These Words to a Reporter Everyone has something that drives them up a wall. You may be surprised at what aggravates reporters. Where is the Best PR Value? Wherever the fundamental premise of public relations is practiced. Managers: Paying for PR-Lite? As a business, non-profit or association manager, your public relations expenditure may give you names in the newspaper or product plugs on radio. But what about key stakeholder behavior change ? the kind that leads directly to achieving your managerial objectives? PR Essential to Your Success Whether you are a business, non-profit or association manager, your success will depend, to a large degree, on how well you positively impact the behaviors of those outside audiences that most affect your operation. 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. When Tactics Are Not Enough Your public relations people are busy. The buzz is all about hits on a radio show or mentions in a newspaper column. Or, which to do first, the trade show exhibit or the video clip. All useful tactics, but hardly the detailed planning needed to REALLY do something about the behaviors of those outside audiences that impact you the most. 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?
|
| home | site map |
| © 2005 |