Many financial advisors want more exposure in the media. It’s a no-brainer really. Media attention raises your awareness with potential clients, potential professional advocates and other stakeholders; enhances your stature with current clients and tends to feed on itself, resulting in more media attention and the opportunity to be on TV, in the newspaper, as well as online news outlets.
The challenge is getting in the media in the first place. It can be like trying to get a job. You can’t get a job because employers want experience, but if you are new to the job market, you don’t have any experience. It’s actually easier than that though, because if you are articulate and put your name out there often enough, reporters will notice because their editors are always on them to find fresh sources. And you, my friend, are a source or at least a potential source.
With those thoughts in mind, here are four media relations strategies that work. Take it from me, a financial journalist who has been on the other end of microphone, and interviewed hundreds of financial investment advisors on topics ranging from Roth IRA conversions to asset allocation strategies to emerging market investment opportunities. Put yourself out there enough, and you will get exposure.
- Add a Media Page to Your Website: The fact is most reporters are in a hurry. Many are on deadline and if they are looking for you and can’t find relevant information on your site, they will move on. Fast. So your site should have a specific page dedicated to the media and a link to it on your home page. That media page should include relevant, brief info about your background, what issues you can speak to and how to get ahold of you fast. Check out the http://www.clientwise.com/media for an example.
- Subscribe to a Media Leads Site: These are more abundant than ever and are sites that will give you access to reporters who are looking for sources. You can register at sites that include http://www.helpareporter.com and http://www.reporterconnection.com. When you set up your bio and subscribe to certain feeds, be as specific as possible about your expertise so you will receive leads as close to what you are looking for as possible.
- Screen Media Leads: When you read the leads those sites send you, be very careful about which ones you respond to – don’t respond to anything and everything just to get an interview. Only reply to leads where you really know the subject matter and are sure that you can offer insights to that reporter. If you try to bluff your way through an interview, the reporter will out you quickly and you may have burned your bridge with that particular reporter and that specific publication permanently.
- Meet Local Reporters: Start cultivating a relationship with local reporters in your area who cover business, personal finance and investing.
- If you aren’t sure who those reporters are, watch the news a few nights in a row and you’ll find out.
- Also read the paper and listen to the radio. Once you have a list of names, look them up on their local media website pages and get some contact information.
- Send an e-mail offering to take the reporter out for a quick cup of coffee in the next week or two.
- Keep following up and the odds are that you will get some appointments and be able to establish some valuable relationships that will lead to interviews down the road.
Finally, be persistent and professional. Building a network of media contacts will happen if you are patient, but it may not happen overnight.
For a complimentary ClientWise Learning Tool on strategies that can enhance your media presence, please download below: