PIGGYBACK THE 'TREND'

What's one of the key ingredients to getting successful PR as an advisor? I tell my clients it's "piggybacking the trend."

Basically this is hopping onto something that is already making news and relating it to what you do. Trying to relate your story to headline news - - like something I heard on last night's television news, or on the radio driving to work, or in this morning's newspaper. Tie your story into headline stories in the major papers, preferably something on the front page. It's not always easy to do, but when it happens it's piggybacking at its finest.

I've used this technique successfully with a number of clients. One that especially comes to mind is a technology stock analyst who I piggybacked on a major business story related to a drop in cell phone prices. The result? A prime-time worldwide interview on CNN's Moneyline Newshour.

Here's the key point: As you start targeting your PR efforts to the largest shows in the largest markets, you can't - - and won't - - succeed without this method- unless, of course, you're a celebrity- you've got a book on the best seller list- or your running for the Presidency.

There are very few businesses that sell to consumers that can't take advantage of a headline story to get publicity. Think about trends. What trends are happening in your industry, right now? Here are some examples of trends:

Healthcare: AIDS, natural foods, new drug discovery

Financial: stock market, booming economy, bank mergers

Retail: online shopping, loss prevention, kids & credit cards

Transportation: vehicle safety standards, airline travel

Technology: Internet speed, email viruses, cellular phones

Social: single parents, teenage drug abuse, childhood education

You can think of others. These can be quick fads or even major changes. But look for the trend. Trends are easier to manipulate to your advantage than a major news story. And they have a 'longer story life' in the media realm. Learn to look, relate and piggyback the trend. The result will be more exposure, more publicity and you'll Grow more Clients!

from Daryl Logullo
Strategic Impact!

"Good information this afternoon on ways to form alliances with CPAs..."

Edward McGowan, MBA, AAMS,
Financial Advisor,
Atlanta, GA

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Larry Anderson,
Merrill Lynch,
Farmington Hills, MI