How to win hundreds of press mentions each year
No doubt, being mentioned in the press is incredibly valuable for your business.
One of the key weapons of influence we help our clients build is AUTHORITY, and nothing speaks to authority more than a quote in a newspaper or magazine.
Relatively few Financial Planners are using PR as part of their overall marketing strategy. The number of personal finance commentators is limited, with the same old names cropping up each week.
With press mentions boosting your credibility and authority and presenting the ability to easily repurpose comments into other forms of digital content, here are a few suggestions for how to win hundreds of press mentions each year.
1 – Know your subject
Commentators in the press need to be subject-matter experts. There’s no point in trying to blag it.
This means staying informed. Read widely and keep up to date with the latest developments.
I find Twitter invaluable for this, especially when it comes to learning about breaking news.
By honing your attention radar, you can quickly learn which topics are likely to develop into newsworthy stories, where you could step in and share an opinion.
2 – Have an opinion
If you sit on the fence, you will get splinters. You will also fail to attract the attention of journalists, who are seeking an opinion.
Take a stance on a story. You don’t need to be controversial (although it helps!), but you do need to move beyond head nodding and saying, “I agree”.
In shaping your opinion on a story, always relate this to your core values and business brand.
3 – Start with the trade press
One of the most common questions I get from other financial planners is to ask why I devote so much attention to commenting in the trade press.
Year to date, of the 150+ press mentions I’ve secured for Informed Choice, 78% were in trade publications.
Here’s the thing; the line between trade and consumer press is now blurred. If the publication shares their articles online (and most do), then there’s equal value in a mention in either type.
Also, keep in mind that consumer journalists scour the trade press for story ideas and commentator contacts. Very often, trade press journalists become consumer press journalists, taking their black books of contacts with them.
4 – Give back
In addition to saying thank you, pay it back to each journalist who mentions you by helping to drive traffic to their publication.
The simplest way to send traffic to an article is to share a link on your social media channels and in your email newsletter.
Don’t limit this sharing only to the articles where you feature; send some link love to other articles in the publication too, where you’ve read the story and find it interesting or useful.
These are just four ways you can start the process of becoming a regular feature in the press.
Prospective and existing clients love to see your name in print or online, viewing this as a tacit endorsement of your expertise.
If PR needs to become a part of your marketing strategy, let’s chat about some ways we can help you make that happen.One of the key weapons of influence is AUTHORITY, and nothing speaks to authority more than a quote in a newspaper or magazine. Click To Tweet