The media people that are likely to want to speak to financial planners are usually working on stories that will help people. They look to financial planners to be a resource for these people. Your story will focus not on you, but on the needs and problems that drive clients to your door. Ned Steele works with people in professional services who want to build their practice and accelerate their growth. Your story is your topic - a slice of your subject matter expertise.

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Whereas you might take a client to an expensive restaurant to emphasize your financial planning success, don't do this with a reporter. Ned Steele works with people in professional services who want to build their practice and accelerate their growth. Suggest too fancy an establishment and they probably will turn you down. Most publications have pretty strong ethics codes-the reporter will probably be obligated to pay for their own meal, and they won't like shelling out for filet mignon. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice.

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Here's where the publicity game gets interesting for marketing-minded financial planners. I'm Stephanie Smart, and I am a financial planning consultant in town. Ned Steele works with people in professional services who want to build their practice and accelerate their growth. Did you know that these folks are already leaning more towards index funds than traditional mutual funds? Would you like to know more?". The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice.

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Financial planners, the first thing to know about reporters is this. This leads to three tips for marketing-minded financial planners. Reporters get 30 of 'em a day - and toss most. Don't rely on press releases to build your PR campaign. Don't build your publicity campaign solely around press releases.

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MONEY TALKS - In an age where cash is king, financial matters concerning your company can be big news. Shake it up a little with a new system that changes the paradigm and you have the beginnings of a story. The best stories will include something from each category, and then they will have major media staying power. Rarely does a release get covered if it centers on only one category. CHANGES - Established companies with proprietary methods like the status quo.

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And no financial planner's press kit ever approached the eye appeal of what luxury goods purveyors and the entertainment industry churn out every day. Individual financial planners can outscore bigger competitors and gain market share with publicity. Videos, CDs, satellites - there are many high-tech ways to reach the media. Most of them benefit large companies more. A good story, a phone, and a brief e-mail are what a small firm's PR person should use most.

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Kmart, embroiled in financial difficulty for years, had revenues of $37 billion and spent $542 million on US advertising in 2001. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, New World Mortgage, North Carolina Tourism, VELUX and Verbatim. The Body Shop was built totally by publicity. Remember the dog sock puppet that starred in their commercials? It won awards, but not sales. Starbucks, until recently, did virtually no advertising.

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Almost every day, I hear the same question, over and over, from motivated, well-meaning financial planners who want to use publicity in their marketing mix. Not even the strongest relationships or friendships can bend this iron rule. But - and this is the harsh truth - for you to get into print or on the air, they must make the cold, calculated judgment that what you've got is newsworthy. When they know you (or your publicist), they'll gladly give you 30 seconds on the phone to make your pitch. Ned Steele works with people in professional services who want to build their practice and accelerate their growth.

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The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. Ned Steele works with people in professional services who want to build their practice and accelerate their growth. Don't be viewed as pestering - if the initial idea doesn't fly, wait a while, then float a new one. Next, consider how you are going to follow up. It takes intelligence and gumption to come up with ideas that reporters like.

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I've said it before, in dozens of articles and presentations to financial planners looking for free publicity. 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. Reporters and newspeople are human beings like the rest of us.

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If you see something written that you like, borrow the idea, but not word-for-word. I'm especially talking about borrowing ideas of style. How do kids tell a story? They blurt it out, getting to the point fast with plenty of action verbs. Then make sure your first paragraph or two says essentially the same thing as the headline. Now you have the tools to bust writer's block.

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Living in a media-driven world is very good for professional practices, like financial planners. You're going to share your knowledge with the media - and through them with the public. With the people and businesses who will become tomorrow's clients. Only instead of applying that expertise to your client, patient, or customer service, you're going to use it a little differently. You're going to do it by using the very same expertise you tap into every day at work.

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Ned Steele works with people in professional services who want to build their practice and accelerate their growth. Try your best to get on radio during these peak listening times. Always remember that radio's two best words are drive time - the morning and evening commutes. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. Need an idea or two? Don't worry - tell the promotion folks what you do, and they'll probably think of the rest.

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In my years as a public relations professional, I've developed a good system that financial planners can use to track contacts with the media. Ned Steele works with people in professional services who want to build their practice and accelerate their growth. A column for the reporters' names, a column that lists their topic interests, and another column with a target date when you want to contact them. Keep a second log to track reporters you're going to contact. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice.

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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. And it's far easier for you to understand how they work than it is for them to pick out the right nuggets of pertinent information from your entire, lifelong accumulation of subject-matter expertise. What reporters want is a story - a smaller piece of information that is likely to hold their attention and help their readers, viewers or listeners. Sending a reporter statistics on the growth of your business (no matter how impressive) or on the success rate of your stock picks (no matter how propitious) will simply overwhelm them and will not garner publicity.

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