Almost every day, I hear the same question, over and over, from motivated, well-meaning financial planners who want to use publicity in their marketing mix. It goes something like this: Who do you know in the media? (Or, sometimes they frame it as, Who do I need to know in the media?) Can you get me publicity? My answer is always the same. Who you know in the media is only half the game. And its the easier half. I'm a former newspaper reporter, and am on a first name basis with plenty of newspaper reporters. And heres what you get from knowing someone in the media: It gets them to take your phone call, or your e-mail. Period. Thats it. But its what you know your unique expertise and experience - and how you serve it up to those hungry media folks that determines whether youll become a media star. When they know you (or your publicist), theyll gladly give you 30 seconds on the phone to make your pitch. But and this is the harsh truth for you to get into print or on the air, they must make the cold, calculated judgment that what youve got is newsworthy. Not even the strongest relationships or friendships can bend this iron rule. |
