Some financial planners think that they shouldn’t share their top tips with the media.

I can see some validity in thinking this way. After all, the media is going to deliver these tips to the public at practically no charge. Then all those people who might have been paying customers won’t have any use for their services.

But there’s two things wrong with this:

First of all, it’s true that most people are likely to use your information and never contact you. Then again, most people aren’t likely to use a financial planner. The people you want to reach are that fraction that are looking, perhaps even subconsciously, for help with their investments. When they see your name in the paper, regardless of the information it is connected to, they will think about calling you.

Second, you aren’t the only financial planner looking for publicity. And unless your wisdom far exceeds that of any other financial planner in the world, you’d better believe that your competitors will be offering practically the same information to the media. In the end, not only is the information disseminated after all, but you lose the chance to take credit for it.

Part of being a good media resource is delivering lots of good information. So share everything you’ve got. Hold back nothing. With journalists, “saving the good stuff” for paying customers is a certain ticket to becoming a media fiasco.

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.

One study found that as many as 90% of the stories you read every day in the newspaper came about because someone sent a press release. Why aren’t some of those stories about you?

When people see you in the media, you become familiar, even famous! And it gives you credibility. When you are written about in the newspaper, or interviewed on TV or radio, you are news; and that’s better than any advertising you can buy.

Anyone can learn to write press releases. It just takes a little knowledge and a lot of practice. To write a good press release, put your editor/producer hat on. What will the people who read this publication, watch this television program, or listen to this radio station want to know? What are their interests and concerns? The editor or producer’s job is to figure out the answers to those questions and present interesting news. Your job is to make the editor or producer’s job easier.

The headline is the most important part of your press release. Make it count! You have only a few seconds to grab the attention of an editor or producer, who may receive hundreds (or thousands) of releases every week. If the headline doesn’t interest them, they won’t read the rest.

Promise something of interest. Instead of ‘’New Book Tells How to Make a Budget and Stick to It'’, describe the benefits of having a budget—getting out of debt, retiring comfortably, putting your kids through college, etc. Sorry, but no one cares that you wrote a book. Don’t even mention it in the headline. Describe the benefits of using your information. A hot topic is one parent quitting a job to take care of the children. Can you show the audience how to do that? There’s your headline: "You Can Stay Home With Your Kids!"

Use the inverted pyramid style of news writing: The most important information goes at the beginning, with the least important at the end. The first paragraph should deliver on the headline. Start with a question, a statistic, a provocative statement or a powerful benefit. Subsequent paragraphs back up the first by providing background information, quotes, and other relevant details. Keep it to about one page.

When I edit press releases written by clients, I usually end up rewriting the headline and taking out the first two paragraphs. That’s because the headline and first two paragraphs are usually about the person who wrote the release. If your press release is "me" centered and doesn’t promise benefits to the audience, scrap it and start over.

While there are no guarantees that your story will run, there are several things you can do to help it along:

* Make it newsworthy. This isn’t about you—it’s about the audience. What’s more important: that you know the tax code, or that you can help them save money on taxes?

* Make it timely. Media love something new and they also love tie-ins to events, holidays, other news stories, etc.

* Make it accurate. If there are typos and misspellings in your release, it will get tossed. Make sure phone numbers, dates and addresses are correct. If they can’t trust it, they won’t run it.

* Make it easy to read. The release should follow one of the standard formats for press releases. If you’re not certain of your language skills, have someone else proofread it.

* Make it objective. Don’t use hyperbole and advertising language, such as "Greatest Software Ever!" They won’t believe your inflated claims and they won’t do a story that sounds like an ad.

* Make it easy to follow up. Include a name and phone number(s) the media can call for additional information.

Don’t be discouraged if you get coverage in only a couple of places, or not at all. Keep working on your press releases, keep sending them, and you will get results.

The most important thing to remember about writing press releases is this: The press release is not about YOU; it’s about your media contact’s AUDIENCE. Write with that in mind, and you will soon be getting lots of free publicity for yourself and your business.

Copyright Cathy Stucker. Learn more about how you can attract customers and make yourself famous with free publicity at http://www.IdeaLady.com/pr.htm.

The media live by the calendar. Your story pitch might miss the mark with them the first time out, solely because it’s out of whack with the seasonal cycle (obvious examples: just try pitching another tax story on April 16, or offering the media your 10 tips on backyard barbecue safety the morning after Labor Day).

But come back when the time’s right, and you just might be golden: Personal finance and the holiday season… Record keeping techniques for tax time… Saving for college at back-to-school time.

In fact, for just about any topic, with a little thought and creativity, you can work your way through the calendar and fill out a whole year’s worth of media stories based on seasonal tie-ins. You probably won’t land every story, but you will increase your results dramatically simply because you are stepping up to the plate – and getting to contact reporters – more often.

Following the seasons is one of the best – and easiest – ways to slice your topic.

Here’s one example. Let’s say our topic – we consult, write, and speak about it for a living – is time management. A yearlong spin through the calendar might start with this:

January: Keeping that New Year’s Resolution to get yourself organized.

March: Don’t let income tax season throw a wrench into your busy life.

June: School’s out! How to remain productive at work when the kids are at home and leisure activities beckon.

September: Fall’s here, time to get serious again! How to make the most out of your time.

December: Holiday season – how to get it all done.

And before you know it, another year has arrived, and now your media plan is to …. start all over again! For two reasons: not every media outlet you’re targeting did the story last year, and (this is the part I love!) many of the reporters who turned you down last year have since left their jobs and moved on. That frees you to call their replacements, who will be hearing your story for the first time.

Creativity exercise:

Try this right now. List the months of the year on a blank sheet of paper. Fill in one of your topics where it is appropriate for a particular month. See if you can find 6, 8, or even 12 reasons a year why the media should do your story.

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.

If you want to know the best way to approach the media, get advice directly from the source: the editors, producers and journalists who choose the stories that get publicity. Here are some of the best tips I’ve gotten from media representatives about getting your story in the news.

Be familiar with the show or publication. Your pitch should be about how your story will work for them. Don’t do a general pitch ("A story about dog training.") but suggest the segment the story would be right for, or what makes it right for them.

Don’t take "no" personally. It may be that they have just done a similar story, or they can’t fit it in, or it just isn’t right for them. If you speak with someone, ask if they can suggest another show or publication where the story might work.

If at first you don’t succeed, pitch again. But wait at least a month or two, and come back with a different angle (not exactly the same idea that got turned down).

Many now prefer e-mail pitches to fax. E-mail can be reviewed quickly, and can be easily forwarded to several others in the newsroom. Faxes often pile up unread, but e-mail gets looked at.

Keep your e-mail short and to the point. DON’T send any attachments, as they will be deleted unopened (if they get through at all), but you can include a link to your web site or online media kit.

Online media kits are an effective way for the media to get more information about you. When you send a press release (by mail, fax or e-mail) include a link to your online media kit. The online media kit can include your bio, photos, articles written by or about you, the topics you can comment on, a list of suggested questions (with or without the answers), product fact sheets, and anything else that explains more about you, your products and services, and your topics.

When you e-mail, make your subject line enticing. Using "Hi!" or something else that looks like spam will get it deleted without being read. Start with QUERY: or PITCH: then give a short, punchy headline.

One national TV show producer said that you didn’t need to send tape with your initial (mail) pitch, but another said if you mailed a pitch with no video you wouldn’t be considered. In either case, you will need a video of other TV appearances before you get on a national show, so be on the safe side and send it.

Local media are always looking for local experts to interview on a variety of topics. Send them your bio and credentials and they will keep you on file for the next time they need an expert in your field. Even better, send one or more Rolodex(tm) cards with your topics and contact information.

If your story isn’t right for them at this time, they may save your press release and contact you in the future. Don’t be surprised if you get a phone call weeks or months after you sent your pitch.

Journalists are busy people, and they get hundreds or thousands of press releases and pitches every week. Make your story interesting and make it easy for them to work with you, and you will have an edge.

Copyright Cathy Stucker. Learn more about how you can attract customers and make yourself famous with free publicity at http://www.IdeaLady.com/pr.htm.

A common complaint you’ll hear is that the media is fixated on negative stories.

But, let’s face it, that’s what people watch. Jerry Springer and Maury Povich wouldn’t make millions of dollars a year if people hated watching spouses fight and jilted lovers weep.

And have you ever heard of a publication or show that thrived on telling happy stories about good news?

The fact is, the media love problems. The more problems you help clients or customers deal with, the better.

People, bless their sick little hearts – and by extension the media too – love to hear about problems. Especially when you can discuss them intelligently. Especially when you can help them solve theirs over the media.

This leads to another of those 80/20 rules that seem to abound in the marketing field. You know, like: "80% of your business will come from 20% of your clients." There’s a reason this rule has been around for so long – because it’s usually true.

Here’s an 80/20 rule for publicity that I’ve found to be very effective.

Build 80% of your publicity messages around the needs and problems you help people solve. Devote no more than 20% to projecting yourself as the expert who knows how to best address those specific problems.

When you slice broad expertise into narrower, specific topics and stories, you are almost ready for the media folks to start listening to us! Take a look at some of my other articles to find out how best to contact them.

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.

Imagine that you are a radio producer. You have to fill three hours a day, five days a week, every single week. You need topics that inform, enrage, entertain, educate, motivate, and otherwise engage your audience. How do you find those topics, and the guests to make them come alive?

Radio shows use lots of guests, and if you can show them why you would be a good one, you can be on the air. The great thing about radio is that you can be on a show anywhere in the world–without leaving home! I’ve done radio shows in Denver, Washington DC, Phoenix, San Diego, Atlanta, and lots of other places, all from my home near Houston–and often while I’m still in my jammies. (If video phones ever catch on, I’m in trouble!)

Getting on radio can be as simple as targeting the stations or programs that seem to be a good fit for your topic (or finding a way to slant your topic to fit). Then, contact them by phone, e-mail,letter or fax. Send your pitch to the producer, and explain why you would make a great guest for their show.

Once they express an interest, be prepared to follow up with an information sheet or bio, and a list of suggested questions for them to ask you. Some will use these questions, others won’t, but it’s a good idea to have them available. Fax the info, or if there’s time, you may want to mail these items along with a product sample or other promotional item. I offer to give them a couple of my books to give away to listeners.

Be prepared to give listeners a way to contact you, and a reason to do so. For example, I give out my toll-free number and offer a free bonus (such as an extra booklet or tape) when listeners order and say they heard me on that station. Make the contact info easy to remember. My toll-free number is 888-BOOK-888. It’s easy to remember, even if you’re in your car and far away from a pencil to write it down. You may also want to give out your website URL.

Practice some answers to the questions you expect. Make them short and punchy. If you’re taking more than 30 seconds or so to answer, you may be talking too long (although that is largely determined by the type of show).

Once you’re on the air, remember that you are there to give them a good show, not to sell. Most will be good about giving your contact info, but be ready to work it in if they don’t. Whether your interview is 10 minutes or an hour, it will go quickly. At the end of your first interviews, you’ll remember all the things you wanted to say, but didn’t get to. You’ll get better with practice.

Relax and have fun, and remember to give them a good show. When you do, you’ll have lots of opportunities to tell your story on the air.

Copyright Cathy Stucker. As the Idea Lady, Cathy Stucker can help you attract customers and make yourself famous with inexpensive and free marketing ideas. Get free tips, articles and more at http://www.IdeaLady.com/.

Be a Resource

The media people that are likely to want to speak to financial planners are usually working on stories that will help people: help them get out of debt, make smarter investment decisions, or save for retirement.

They look to financial planners to be a resource for these people.

When you become a resource, the media will come back to you again and again.

A resource on what? On the same subject matter and topics that are the everyday stuff of your business, your practice, your interaction with clients and customers.

How you can help people - that’s your story.

You Are NEVER the Story

Unless you’re a Hollywood star or some kind of oddball, to the media you are not a story.

So forget about breaking your way into the media spotlight with “news” about how great or successful you are, how impeccable your credentials are.

The media don’t care. You need more. Your story is your topic – a slice of your subject matter expertise. (For the next 30 days, repeat this aloud to yourself every morning and evening until it is second nature:)

“My story is my topic.”

Your story will focus not on you, but on the needs and problems that drive clients to your door.

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.

A PR product or service launching is a perfect way to build momentum slowly. It handles the first and most important hurdle to overcome in building a brand — credibility.

Step 1: Be a leak-er. The media adores describing events that are "going" to occur. Use it and use it to its longest capacity. Don’t jump out too soon.

Step 2: The Slow Buildup. Like a rose, slow gets more beautiful to people the more it unfolds. It is the way people expect and are comfortable with, respect it.

Step 3: Recruit natural allies to support your launch and buildup. Especially, the enemy of your competitors.

Step 4: Bottom-up rollout. You don’t want to jump up to the roof and yell, people just think you’re crazy. Begin at the lowest rung on the ladder first. Consider each rung a media outlet. Each media creates its own momentum, its own attraction.

Step 5: Listen and Adjust. Be very aware of credible comments and adjust accordingly. Don’t react but do respond.

Step 6: Make message modifications. What attributes are working and build on them. Observe media feedback and watch for media nosebleeds.

Step 7: Patience. Launch occurs after PR has run its course, not before. Have a big D-day planned with a massive approach.

After PR comes advertising and not before. The advertising handles the conventional hurdle — being popular enough so people buy. Conventional, people buying because other people are buying, never comes before credibility. Credibility is why the most effective brand launching starts with PR.

(c) 2004, Catherine Franz.

Catherine Franz, a Business Coach, specialized in writing, marketing and product development. Newsletters and additional articles: http://www.abundancecenter.com. An expanded view on this topic, "Brand Building: The Ideal Way" is available in the articles section.

One big mistake that many marketing-minded financial planners make when contacting the media is to drop what’s called an "information dump."

Sending a reporter statistics on the growth of your business (no matter how impressive) or on the success rate of your stock picks (no matter how propitious) will simply overwhelm them and will not garner publicity.

What reporters want is a story – a smaller piece of information that is likely to hold their attention and help their readers, viewers or listeners.

Help the media slice and dice your professional knowledge into bits they can use. Pre-slice and dice it for them. Because when you do, you increase our odds of getting publicity.

Why attempt such alchemy ourselves? Aren’t those reporter-types the experts on doing that? Why not just “put it all out there” and let the media take it from there?

No! Because it’s you, not they, who know your own stuff the best. And it’s far easier for you to understand how they work than it is for them to pick out the right nuggets of pertinent information from your entire, lifelong accumulation of subject-matter expertise. (After all, today they’re reporting on the tax law, tomorrow it’s on to new trends in the insurance industry.)

So, your first job: create your very own story.

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.

E-mail is becoming the preferred way to receive media releases. Although it can sometimes be harder to get valid e-mail addresses for media contacts, e-mail releases are more likely to be read than faxes and faster than snail mail.

Collect e-mail addresses for your preferred media contacts from the web sites for publications and broadcast outlets. For example, many newspapers list e-mail addresses of their editors, columnists and reporters at their web sites. They may also print e-mail addresses in each section of the newspaper.

Can’t find the e-mail address for the person you want to reach? Often, you can guess what the address is if you know the e-mail address convention for that publication. For example, if others there have addresses that are firstname.lastname@magazine.com, you can try contacting columnist John Jones at john.jones@magazine.com.

Keep the release short. There shouldn’t be more than a couple of screens worth of text.

Use text, not special formatting such as HTML. What you thought was a beautifully formatted message with special fonts and graphics will show up on some systems as a bunch of garbage code. Also, with all the viruses, worms and trojans out there, some people will not open HTML e-mail.

NEVER send an attachment. Some systems will automatically strip them out, but even if they reach the addressee, many will not open an attachment because of the possibility of viruses as well as the inconvenience.

Your subject line is your headline. Use it wisely. Don’t leave it blank, or put a generic subject such as “Hi!” or “Something for you.” Most will delete it believing it to be spam or just not interesting. Don’t try to be cute with a subject line such as “Guess who?” or “I dare you to open this,” for the same reasons.

Make the FROM field meaningful. Put your name, company name or other identifier there. If all that shows up is that the e-mail is from a meaningless series of letters and numbers, it looks unprofessional or like spam.

Don’t use the CC: field to send the e-mail release to dozens or hundreds of media. All of the addresses will show up on each person’s e-mail, meaning they will have to scroll through pages of header to reach your message—and they won’t. Your e-mail will be deleted unread. It’s annoying and unprofessional to send e-mails this way.

E-mail releases can be an effective, free way to get publicity. Use them wisely.

Copyright Cathy Stucker. Learn more about how you can attract customers and make yourself famous with free publicity at http://www.IdeaLady.com/pr.htm.