Advice Practices and the Media – How to Make a Splash

0

Very few financial advisers harness the power of free publicity for their business, according to media expert, Sue Papadoulis.

Ms Papadoulis says there are countless opportunities for advisers and their practices to provide comment to the media on financial and economic matters every day, without the need for an expensive public relations firm.

The key initial step in the process of achieving the goal of free publicity for the adviser and his/her practice, according to Ms Papadoulis, is finding a newsworthy angle.

To this end, Ms Papadoulis shared with riskinfo a four-step guide to coming up with something that the media will find interesting:

  1. Think about a solution your business provides your customers. Every business solves a problem – and for this reason alone you have something that is newsworthy for the media.
  2. Consider what’s already happening in the news and see if you can tie in with it.  For example, the economy and interest rates are always in the news.
  3. Provide a comment. If there’s a story in the news that affects your business or impacts on your customers, put together some considered opinions and include them in a press release on the issue.
  4. Make the news yourself.  If you have a decent-sized database, run a poll of your clients on issues that relate to your business and then create a news story about it.

Ms Papadoulis adds that once advisers have established their newsworthy angle, the next step is to prepare a press release to send to media:

“Generating free publicity is not difficult, complicated or expensive. It’s easy to do it yourself for free,” she said.

Advisers wishing to attend Ms Papadoulis’s next Melbourne seminar can click here for details.