How to Raise Your Media Profile

There’s no great mystery to getting exposure in the media. It requires being different, being visible, being responsive, and being ethical. Here’s how to put the pieces together:

Being Different—Think hard about your “value proposition.” How exactly are you different from other financial professionals in your area? What special knowledge do you have that others lack? What is different about your business background?  Are you focused on unique target markets? Do you offer products and services that others don’t?

Being different not only applies to your background, but also to the message you bring to the media. Start thinking about “The Four Ps.” Studies show the media typically are most interested in people and stories that are:

• Prescriptive (tell others what to do)
• Proscriptive (tell others what not to do)
• Provocative (take a contrarian position)
• Predictive (tell what will happen in the future)

Being visible—Since the media are under incredible deadline pressure, they need reliable, available sources of information (quotes, statistics, etc.). Half the battle is just letting them know who you are, what you know, and that you can respond fast to their requests.

Being responsive—In dealing with the media, do things now, not later. When they leave a voice mail for you, return the call immediately. When they ask for information, send it right away. When they request an interview, schedule it as soon as possible.

Being ethical—Reporters want to know that you care about your clients, are committed to doing what’s right for them, and have a record of verified business ethics. How to communicate this? By filling them in when you donate time to local charities, by stressing your membership in the local Chamber of Commerce and Better Business Bureau, and by making sure they understand what it means to be a member of the National Ethics Bureau.