 Category :: PR Articles |
Author :: Michele Pariza Wacek  |
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| Article Title :: Is PR Right for You? 6 Questions to Ask |
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| When most people think about marketing, they think advertising. While advertising is a part of marketing, marketing is much bigger than advertising. There are lots of different marketing methods floating around out there, and the challenge as a business owner is figuring out when it's appropriate to use each one and the best way to use it.Public relations, or PR, is the art of getting someone else to write or talk about you or your business. Preferably in a favorable manner. Traditionally, "someone else" was the media. In this day and age however, someone else can also be a blogger, a freelance writer, an e-zine publisher or even an owner of a big Web site. For purposes of this art (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Publicity: Show a Reporter You Care by Inviting Them to Fact-Check |
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| Just like a financial planning client fears not having enough money for retirement, reporters fear getting their facts wrong in print.Inaccuracy isn't tolerated in newspapers or magazines. Look at the outcry after Mitch Albom, bestselling author of Tuesdays with Morrie and The Five People You Meet in Heaven, mis-stated the location of an interview subject in an article. And this was in a sports column! Imagine the fallout if he'd made a crucial error on the business pages. It's no wonder reporters are fearful.This provides an opportunity for you to stay in contact with a reporter after your interview, and maybe even steer the story in the direction that will ma (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Financial Planners, Make Sure Reporters Comprehend Your Topic |
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| Don't assume that a reporter understands financial planning. If anything, assume the opposite until proven wrong. See if you can't develop a couple of questions for the reporter that delicately explore their subject-matter knowledge. Freddy Newshound may cover personal finance, but he’s no expert. He may have started on the beat yesterday and not know a T-Bill from a municipal bond.Fill in any necessary gaps so that the reporter can grasp the significance and context of your story. Making assumptions about a reporter’s knowledge base is risky business.You can also enhance the reporter's understanding of your topic by avoiding industry jargon. You’d be amazed at how muc (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Publicity: Nailing a Media Interview, Part I |
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| The most important thing to remember for any interview: stay on topic. I ask clients to repeat this like a mantra before they go on the air, or even when on the phone with a reporter.A print reporter gets maybe 700 words to do your story. A TV or radio reporter has two minutes. So your interview shouldn't be hours long.Don’t give them more than they need. It’s too overwhelming for them, and can divert the story to a tangent. Tangents have a place – in intellectual dialogue; when you’re talking among colleagues. Remember this formula always: in mediaworld, almost all the time, tangent = someone else’s story, not yours, getting talked about.Sure, you can becom (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Publicity: Nailing a Media Interview, Part II (Crisis Management) |
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| We'd all like reporters to ask us about our career successes and personal triumphs—heck, we'd all like anyone to ask us about those. But reporters must look out for their clients, the reading public. Think about it from your own perspective as an investor—when you read a story about a company, you want to know that the reporter has asked difficult questions, not just relied on the PR hype.So don't get offended when reporters ask tough or skeptical questions. It’s their job. Chances are an unhappy customer, unwilling prospect, or unfriendly rival has dished out worse to you!No matter how uncomfortable the line of questioning, never, ever, mislead, attempt to conceal cru (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Publicity: Nailing a Media Interview, Part III (Staying on Topic) |
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| In a media interview, always stick to your main points without rambling or digressing. Practice this when you rehearse.Sometimes, when you are doing a great job of keeping on topic, the reporter is leading to you talk about different topics, some of which you aren't as knowledgeable about. If the reporter leads you into different areas, go there only if it suits your needs and you are comfortable there.One advanced technique you can use in a tough interview is "bridging." Bridging is simply steering the interview back to your topic. Going down any side roads a reporter pursues is usually a bad idea – even if the detour is innocuous, it takes you off your main points. You m (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Marketing-Minded Financial Planners, Make Your Web Site a Resource for the Media |
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| Reporters, by nature, are curious people.If you can get them to come to your web site, they will probably poke around and spend a few minutes there, learning about your business and your capabilities.If your web site is any good, this should make them more likely to interview you in the future.So in your press releases, go one step beyond merely listing your basic contact info.Think creatively and come up with a clever reason for reporters and readers to go to your web site.For instance: offer them a list of ten tips, or links to additional resources about the topic at hand. Or – anything. Mention it in your release, and include a link.You might (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Keep The Publicity Machine Rolling with Reprints |
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| More than half of America skips the Super Bowl, the nation’s most-watched TV event. So it stands to reason that not all your prospects will see your publicity, even if you’re on 60 Minutes and Oprah. Create a strategy to use your publicity proactively to reach and impress everyone with it. Here’s how…You’ve worked hard, gotten your story in. You’re a media star. Wait… Job’s not done!You want everyone in your mailing list – not just those who read today’s paper – to see it. Create a nice-looking reprint and mail, e-mail or fax it to everyone you know. You heard me right, everyone. Customers and prospects aren’t enough.Everyone else on your list (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Marketing-Minded Financial Planners--Appearing on TV? Tell the World! |
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| It doesn't matter how cruel the reality programs get, there always seems to be an endless supply of people willing to humiliate themselves to get on television. There's just something exciting about appearing in front of millions of people.In fact, just knowing someone that's going to be on TV or on the radio is exciting, so when you know you are going to be on the air, send an alert to your mailing list.Send notes, e-mails, faxes – whatever it takes – so they know when they can catch you. You'll be surprised at how many people tune in. After all, they now know a real celebrity!Of course, most people will still miss it. It isn't as easy to send a "reprint" of a TV (read full article) |
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| Category :: PR Articles |
Author :: Ned Steele |
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| Article Title :: Marketing-Minded Financial Planners: Put Extra Content in an E-Zine |
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| As you start getting more media-savvy, you'll find yourself coming up with more and more information and ideas to help the public. Not all of these ideas will strike the fancy of your media contacts, but don't let them go to waste—become a media person yourself by publishing an e-zine.Fill your e-zine with the same advice, information, and tips you use in your publicity articles. You'll want to edit in for readability on the Web—that means short paragraphs. Studies have shown that people hate reading long blocks of text on a computer screen.You are using the same content, but have more ways to get it in front of your sources of referrals, clients and potential clients. B (read full article) |
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