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6 Ways to Get Quoted in the Media
6 Ways to Get Quoted in the Media
By Daryl Logullo
August 1, 2002 6:00 am ET
The financial markets are front-page news again. Take advantage of this key opportunity to make headlines by following these tips and techniques culled from media experts.
Editor's note: This is part one of a two-part series on getting quoted in the media. This month, we explore strategies on catching the attention of the press, particular during times of market and economic insecurity. In part 2, we discuss how to market you and your business—after you get quoted.
If you've tried to tap the business media for interviews before but struck out, this might be a good time to try again.
Financial news is making the front pages once again. Financial journalists are constantly looking for financial advisors to interview and quote in daily newspapers, magazines, TV, and other sources. But in most instances, they only reach out to those who have made some type of distinguishable effort to get themselves noticed. So, if you're out of sight, consider yourselves out of mind, too.
But gaining press attention doesn't mean you have to take the time to hit the phones in between cold calling prospects. In many markets, it may simply mean being proactive enough to suggest story ideas, comment on economic trends, or offer helpful feedback to pressured and beleaguered story editors and producers—as Steve Pomeranz did. The Boca Raton-based CFP offered several story ideas to journalists in his market—and now frequently receives unsolicited calls from journalists in return.
"It's a strategy everyone should have today: Figure out your unique message, be consistent with reporters, and above all be helpful. They'll come to value you greatly, " he says.
Here are six ways to get on the radar screen of journalists in your area:
Be extra, extra available. Perhaps the best thing you can do to get publicity now is to be available when journalists call you. Too often, advisors are deemed to be inaccessible because they either pass on the call or don't return it at all.
"Make yourself as available to the media as you are to your clients," says Bob Cadogan, an independent publicist based in Palm Beach Gardens, Fla. In addition, if you can give a historical view of the current bear market versus other periods in time over the phone, you'll likely make the radar screen of an editor or producer.
Simply drawing inferences and explaining to the media what investors could expect in the future based on past times is a winning strategy, Cadogan notes.
Watch for new emerging business trends. The new 529 savings plan, Congressional accounting reform, even the pullback in technology spending—all are hot areas of business news.
"Today there is simply more financial news than ever before. And with the daily news on the markets comes tighter deadlines," said Jeff Yastine, an anchor and producer with PBS' Nightly Business Report.
You can distance yourself from competitors by watching key dates for economic and financial news, and keeping the media alerted at least three weeks ahead of time.
Tip: Housing starts, fed meetings, quarterly earnings announcements, are all good areas to watch. Forget about giving your own personal prediction. You're trying to communicate the relevance of such figures and whether they'll be palatable enough for the markets.
Form your own press syndicate. Does your assistant have too much time on his hands? Get him to help you create a list of private trends or figures you are seeing.
Tip: When you see something and think to yourself, "How come the media isn't talking about this?" you're on to something. Compile these trends and put them in the form of a monthly e-letter as your own private press syndicate. Distribute it freely to media contacts locally or nationally that would have an interest. Don't forget to include your photo, telephone number, and e-mail address for possible story follow-up.
Don't cut back on your marketing. With the bear market pinching budgets, it's easy to wield a flying ax and start chopping your seminars, mailings, or radio shows. But think twice. People need reassurances now, and often they find peace and comfort in things like seminars or a radio show.
You must also realize that you're providing reassurance to another critical audience as well: the media. One financial reporter I know told me he often finds advisors to interview for his stories by simply combing the seminar ads in his local business paper.
Expand your media relations skills. Perhaps the best thing you can do right now is build your relationship with your press contacts. Simply staying in touch is often enough to keep you in the forefront of a reporter's mind.
But legitimately offering advice to a reporter or TV producer so they can either advance or kill a story idea can prove invaluable now, especially with so much news and shorter deadlines. Pomeranz suggested several story ideas to reporters; month's later, that resulted in unsolicited telephone calls from the press. Recently, a market forecast wrap-up featured quotes from Pomeranz, his photo, and his outlook for 2002, along with other local financial experts.
Offer follow-up critiques on stories. Contrary to popular view, the press never gets the last word. If you read an article or see a news show that you agree with, let the reporter or producer know! The press likes to hear from you, and as a financial advisor, may even ask you for input. By the same token, if a business reporter writes a column that you completely disagree with, offer your suggestions. And with any communications, use tact and consideration.
Gene Bloch, assignment editor with CNNfn says, "I love feedback on any of our shows. Someone who has something to talk to us about needs to be tasteful, concise and have a 100% knowledge of what we do here." Bloch oversees dozens of stories ideas and hears hundred of story pitches daily for CNNfn shows like Lou Dobbs Moneyline, Market Call, and others.
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