Using PR to Enhance Your Reputation

In financial services, reputation is the coin of the realm.  If you have a reputation as a trustworthy advisor, then the value of your “currency” will rise.  If you don’t, then watch out. . .a currency devaluation may be in your future!

What’s the role of PR in developing and enhancing your reputation? Skillfully handled, PR can give you instant visibility.  But you want more than that.  You want visibility to leave a positive short-term impression and then to become a long-term reputation for integrity.  This evolution won’t happen over night.  It takes ongoing effort involving planning, implementation, and follow through.

Can you build your reputation without appearing in the media?  Definitely.  Word of mouth is a powerful marketing tool.  But you can greatly accelerate the word-of-mouth process by leveraging the power of the media. Consumers turn to the news media for credible, accurate information about the world around them. By becoming a newsmaker or commentator yourself, you position yourself as someone consumers can trust.

There are several aspects of PR that you can use to build a credible reputation.  One is alerting the media to your professional accomplishments.  Communicating your NEB membership is an important first step.  But don’t stop there. Any time you earn a designation, complete a course, write an article, or add a product or service to your business, let the marketplace know about it. Issue a press release yourself or hire a PR firm to do it for you.

Another strategy is to promote yourself as an expert media resource.  This involves serving as a “source” to local reporters and journalists. Let local reporters and journalists who cover your specialty areas know who you are and how you can help them.  Also, don’t hesitate to contact the media with ideas for stories and offers to provide information and commentary.  Remember, the media have an insatiable appetite for content.  If you can help feed that appetite, you will have no problem getting PR.

Once you get positive PR, what next? Leverage those appearances or “placements.”  Frame the articles you publish or get quoted in and display them in your office. Make reprints and mail them to your clients and include them in your marketing kit.  Start an “in the news” section on your web site and include links to all your appearances in the media.  The point is this:  Don’t be shy about your media success.  Promote it heavily because every time the media mention you, your clients and prospects will receive an implied third-party endorsement of your expertise and integrity. 

So whether you’re an NEB member or not, it’s never too late to use PR to enhance your reputation for professionalism and integrity.  Growing that reputation will assure that your professional “currency” appreciates in value over time.