| |
| |
|
PR Information |
|
|
|
Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?
Commit this to memory, please: To get in the media, being good is good enough. You don't need to be perfect, or even the best in your profession. There's no elaborate entrance exam or competition to determine who gets media coverage. The prize goes to those professionals who are competent or better, and who understand how to play the publicity game. I have absolutely nothing against advertising as a means of getting exposure and a wider audience. In many cases, it's just what you need, and deserves a spot in your marketing mix. But (have you noticed?) it is expensive, isn't it? And, in the end, it's still you saying you're great, which isn't as good as them saying it. I just think of it this way: Advertising - buys you visibility Sure, you're good. But, let's face it. So are many of your financial planning peers and competitors. But you can be the one who gets into the media. Because you knew how to get a reporter's attention. You understand that getting in the media doesn't require you to be the best financial planner on Earth. I am also a big believer in direct mail marketing. It's a superb tactic to build ongoing relationships with clients, customers, and prospects. But, unless you're ready to cough up big bucks to buy mailing lists, it limits you. You can only reach the people you already know - the ones in your database. All those people will get to know you better, and that's good - but you won't be meeting any new prospects. To do that, it's either spend on lists or advertising, or learn how to get yourself some free publicity. 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.
MORE RESOURCES:
PR - Google News |
|
|
|
RELATED ARTICLES
The Best PR Has to Offer Managers How cool is this? You're a business, non-profit or association manager. You decide to get serious about your public relations and shift the spotlight away from communications tactics. Is This Any Way to Run Your PR? You bet!Especially for business, non-profit and association managers who REALLY need to persuade their key outside audiences to their way of thinking. Then move them to behaviors that lead to the success of their department, division or subsidiary. Is PR All About Image? NO!! That's like asking if advertising is all about type faces and photography. The answer to both questions is a teeth-clenched "of course not!"What public relations IS all about, rather than hollow images, is the very real business of dealing effectively with target audience perceptions and behaviors that have a major effect on an organization. Publicity: Show a Reporter You Care by Inviting Them to Fact-Check 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. Effective Public Relations: Why Did Bec And Lleyton Do It At 3:15AM? If you are in Australia at the moment, it is hard to miss the engagement news of superstar couple, tennis ace Lleyton Hewitt and TV soap Rebecca Cartwright.They are everywhere . What Does Your Telephone Say About You When You Are Away? Business to Business relationships come to expect a certain level of professionalism, from the first telephone call to the final delivery.Your business can be on the Really Big 500 list, employ only a handful of people, or be a business of one but what is said by that business to other business customers will reflect the personality of that business. Managers: Why PR is SO Key When outside audiences important to your operation do not understand what you are all about or, worse, harbor misconceptions, inaccuracies, untruths and false assumptions about you, you are likely to suffer negative, key audience behaviors that can prevent you from achieving your operating objectives.As a business, non-profit or association manager, you simply cannot avoid such consequences when you allow external target audiences to hold negative perceptions about you which lead inevitably to those hurtful behaviors. Celebrities Cant Have It Both Ways Corporations are willing to pay substantial amounts of money to prominent personalities so that consumers will relate the brand with their favorite star, and thus will be more likely to buy the product. The buying public imparts credibility to the celebrity because of his or her charisma as well as the credibility that comes with prominence in the media. The Increasing Power Of Publicity - And How It Can Benefit Your Business The call came into my office and the voice on the other end was very energetic, almost giddy: "I have finalized my marketing budget and need your help launching an advertising campaign for my new product," he breathed. "Congratulations," I replied, "but before we implement an ad campaign, I want to make sure you have explored potential PUBLICITY opportunities that could generate some cost-efficient media exposure first. Media Training: Three Reasons to (Almost) Always Stay On-The-Record The words are pop culture heroes.Movies such as "The Insider," books like "All The President's Men" and television series including "The West Wing" have immortalized them. Top 10 Tips for Successful TV Interviews 1. Appearing in other types of media is the best way to attract TV notice. Editorial Calendars: A Key to Publicizing Your Business What is the one thing that all of the best public relationsagencies do every year? They research and compile editorial calendars from publicationsthat are pertinent to their client's business. You should too. A Powerful PR Strategy It really is powerful when a business, non-profit or association manager uses public relations to alter the individual perception of members of its key outside audiences, thus beginning the process of changing their behaviors.And truly powerful when s/he actually persuades many of those key outside folks to the manager's way of thinking, helping to move them to take actions that allow the manager's department, division or subsidiary to succeed. Managers Who Tap Into PRs Value Business, non-profit and association managers get a ton of satisfaction when they do something really positive about the behaviors of those outside audiences that most affect their operation. Especially when they deliver external stakeholder behavior change, the kind that leads directly to achieving their managerial objectives; and even more so when they persuade those important outside folks to their way of thinking, then move them to take actions that help their department, division or subsidiary succeed. Are There Secrets to Gaining Media Coverage? Are there secrets to gaining media coverage or is it pure luck? It's a question that I am asked often while meeting with small-business owners who are seeking press attention for their companies or products. While luck certainly plays a part, the short answer to this question is "maybe. 24 Killer Press Release Secrets 1. Your press release should sound like news, not an ad. Guerrilla PR- Chapter One THE NATURE OF MEDIAThirty years ago, Marshall McCluhan, the father of modern communications, wrote the immortal words, "The medium is the message." Today I would amend that to, "The medium is the media. Media Releases - Helping Grow Your Business Business people often spend time and money trying to find new ways to stand out from the crowd or craving recognition and exposure for their organisation and its achievements.Communicating with your customers and stakeholders has become more demanding, complex and pressure-driven. Possibilities Of The Blogosphere For The PR Industry In Spanish-Speaking Countries Only two media in Spanish speaking countries offer RSS: the Spanish newspaper El Mundo and the Argentine Clarín. Although the blogs are becoming more visible in the media and are becoming a research topic, still they are something of small "evangelist groups", who promote its use? but this can change in little time. How To Make Time For Public Relations "Don't say you don't have enough time. You have exactly the same number of hours per day that were given to Helen Keller, Pasteur, Michalangelo, Mother Theresa, Leonardo da Vinci, Thomas Jefferson, and Albert Einstein.
|
| home | site map |
| © 2006 |
