Sure, any publicity is good. But don't invest time and effort to be in "Lucky: The Magazine for Shopping" if your major topic is planning for college. Go where your market is!Which media outlets are the best for you? Easy answers ? and the Home Run of publicity ? include... Read More

When I search Google News for "surveys," I get nearly 50,000 results. When I search for "stocks," I get about 54,000. The media love polls and surveys.Here are just a few headlines in the news as I write this, generated directly from surveys:Survey: CEOs cut expectations of economy Survey: Israelis... Read More

Financial planners, the first thing to know about reporters is this: they are busy.Often, they are too busy to read a press release, too busy to wait for you to call back, too busy to find the "best" resource. This leads to three tips for marketing-minded financial planners.When a reporter... Read More

Yes, you can call a reporter.I've said it before, in dozens of articles and presentations to financial planners looking for free publicity. Hopefully now you're getting comfortable with the idea. Go on. Pick up the phone. Reporters and newspeople are human beings like the rest of us.They can, and do,... Read More

You can have dozens of marvelous ideas to get free publicity, but nothing will happen unless you pick up the phone and call a reporter.Here's where the publicity game gets interesting for marketing-minded financial planners. You've been tracking reporters ? you know who covers your topics. You've been tracking Topic... Read More

In previous articles for marketing-minded financial planners, I've discussed what to say to a reporter over the telephone.However, if you are phone-shy or time-challenged, it's better to send an email than to do nothing.Many reporters favor e-mail anyway, so use it. Call the media outlet or check its staff listing... Read More

You won't accomplish much if you call the gas company to ask about your cable bill. Make sure that when you call about your story that the reporter you are contacting is the right person.Don't call a business reporter who covers the pharmaceutical industry with ten tips on getting kids... Read More

Radio is a powerful publicity tool. Most stations offer news and talk programming. Those shows are put together not necessarily by the voice you hear on air, but by people called producers.Getting to know producers, and giving them reasons to showcase you on air, is a very doable for most... Read More

Just because a publication is small doesn't mean that getting your name in it won't have great impact.Trade on the reputation of the tradesSome of the trade publications have very loyal audiences who are much more likely to trust someone they see there than someone on the local news or... Read More

Tracking your correspondence with reporters, via phone or email, is important for two reasons. First of all, promises to follow-up can slip between the cracks of daily business and cost you a change at free publicity. Second, you don't ever want to contact a reporter twice about the same story.... Read More