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Publicity: The Right Way for Marketing-Minded Financial Planners to Follow Up with a Reporter

Let's say you've called a reporter with some ideas for stories about financial planning, and they seemed interested. Congratulations! First, pat yourself on the back. It takes intelligence and gumption to come up with ideas that reporters like.

Next, consider how you are going to follow up. Reporters are usually working on several stories at once, and unless they are coming to meet you today, there's still a considerable chance that it will fall through the cracks. You need to try, without being annoying, to keep that story at the front of their mind.

If your call went great and the reporter's interested - tell her you'll send something by fax or email to summarize what you discussed. Whether you send a fax or email, keep it brief and on point. Don't use it to raise new topics - close one deal first!

After you've had a good call, or sent something to a reporter, follow up about a week later. If you get no response, assume the idea's either dead or filed for later consideration. No amount of follow-up calls is likely to change this cold truth - and it will actually lower your stock. Don't be viewed as pestering - if the initial idea doesn't fly, wait a while, then float a new one.

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 or call 212-243-8383.


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