For Marketing-Minded Financial Planners, Small Publications Can Have Great Publicity Impact
Just because a publication is small doesn't mean that getting your name in it won't have great impact.
Trade on the reputation of the trades
Some of the trade publications have very loyal audiences who are much more likely to trust someone they see there than someone on the local news or in The Wall Street Journal. Now I'm not talking about the trade publication for your profession - the only people you'll reach are your competitors. Get yourself in the publications your prospects and clients read!
Don't forget the Sewer Cleaner Association's newsletter
It's a great to get yourself in the newsletters of the associations your prospects in that niche belong to. Whatever your market is, you can bet it has a professional or trade association. Sure, their newsletters are "smaller." But there's nothing better or more tightly focused on reaching your targets - and no one else!
Offer yourself as a guest columnist
Unlike the major publications, which receive 100 times more material then they could ever print, smaller publications usually scramble to get enough content. Ask one of those industry publications, or your local paper, if they'd like a guest columnist to write advice articles on your topic. Or offer to answer "reader's mailbag" questions.
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.
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Ever wonder why papers devote a page or more to letters to the editor? Because subscribers love to read them!Letters to the editor are among a paper's most popular features, so getting your name underneath a letter can be even more valuable that being quoted in a news article.Letters to the editor can't just be about anything-they have to be related to the news.
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Sound Like Your Situation?
What a shame! Potentially productive public relations people resting on their oars in a large organization. Just kind of tinkering with tactics and leaving target audience perceptions (and behaviors) to pretty much do their own thing.
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Financial Planners Get Free Publicity With Email
In previous articles for marketing-minded financial planners, I've discussed what to say to a reporter over the telephone.However, if you are phone-shy or time-challenged, it's better to send an email than to do nothing.
PR: Your 500 Pound Gorilla
What else, for goodness sake, could you as a business, non-profit or association manager, call a heavy-duty helper who does something REALLY positive about the behaviors of those outside audiences of yours that most affect your organization?And that uses the fundamental premise of public relations to deliver the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives?And does it all by persuading those important outside folks to your way of thinking, moving them to take actions that help your department, division or subsidiary succeed?Man, that's one heavy workload for a very large monkey!And here's the core message he brings to you. Your public relations effort must involve more than news releases, special events and brochures if you really want to get your money's worth.
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In public relations, "junk" is more about attitude and lack of understanding than a measure of quality.Hopefully, if your public relations mission is yet to be accomplished, you agree that its primary thrust MUST be to take advantage of the fact that people act on their own perception of the facts before them leading to predictable behaviors.
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?I speak of public relations that alters individual perception and leads to changed behaviors among those key outside audiences of yours.Public relations that does something positive about the behaviors of those key external "publics" that MOST affect your operation.
Can Your PR Do This?
Can your PR do something positive about the behaviors of those outside audiences that most affect your business, non-profit or association?Can your PR deliver external stakeholder behavior change -- the kind that leads directly to achieving your managerial objectives?Can your PR persuade those important outside folks to your way of thinking, then move them to take actions that help your department, division or subsidiary succeed?Or does the money you spend on public relations pretty much buy personnel mentions in the newspaper and product plugs on radio talk shows?If you want the real thing - the public relations performance described above - start with this reality: 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.
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When ABC News anchor Peter Jennings announced he had lung cancer last month, reporters who cover the media went into breaking news mode.What did it mean to the future of network news, they wondered? What would ABC News do to recover from the tragic announcement? And what sources could they talk to who would fill them in on the latest rumblings at ABC?That's when my phone rang.
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Here's the point: 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.
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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.
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24 Killer Press Release Secrets
1. Your press release should sound like news, not an ad.
Why Good PR Warrants Your Attention
Because good public relations can alter individual perception and lead to changed behaviors among key outside audiences. And that can help business, non-profit and association managers achieve their managerial objectives.
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