By Ayo Mseka

PR does not stand for press releases. It means being clear about the types of clients you currently serve and those you are interested in serving, and then building a strategic plan to position yourself for optimal exposure.

You should pursue the attention of the media to help you in your marketing efforts. You should keep this part of your campaign simple—block only 30 minutes to one hour each day for this task.

This is according to Impact Communications President Marie Swift, who spoke at the Securities America Conference held earlier this year in Salt Lake City. The goal of her presentation, she said, was to help advisors develop and use effective public-relations strategies in their marketing plans.

When done properly, a public-relations program accomplishes several goals, Swift said. It helps build credibility and visibility and gives people reasons to talk about you. But, she pointed out, an effective PR program entails more than building relationships with clients. “It’s also about building relationships with strategic partners, journalists, community leaders and industry leaders.”

Getting started
The first step in your quest for a sound PR program is to do an audit of three key areas of your practice, she said. These are your office, your image and your credibility. Table 1 (see box) shows some of the areas you should consider as you conduct this audit.

Table 1
Office Audit
OK		Needs Improvement
			Office location
			Parking lot and exterior
			Lobby first impression
			Reception room experience
			Welcome sign or personal greeting
			Favorite refreshments offered
			Meeting agenda and materials in place
			Credibility pieces in lobby and office
			Conversation starters strategically placed
			Meeting starts on time
brand Audit
Yes	No	Don’t Have
			Are you proud of your basic stationery items?
			Do your logo and tagline truly communicate the value you bring?
			Is your website all that it can be?
			Does your brochure articulate the benefits of working with you and does it build trust?
			Have you included plenty of “credibility items” to support the fact that you are trustworthy?
			Does “your stuff look like your stuff”?
			Are your message and image congruent?
credibility Audit
Yes		No
			You have written a book on some aspect of personal finance.
			You have authored a special report related to your niche market’s concerns.
			You have appeared on a finance show on TV.
			You are the host of your own radio show.
			You have published articles under your name.
			You have been quoted in magazines or newspapers.
			You have been recognized by your peers or you have industry awards.
			You have professional credentials and x number of years’ experience.
			You actively support local community causes and events.

Assessing your skills
You should then identify your skills in four areas that are vital to building a successful PR program: writing, speaking/group presentation, networking/one-on-one conversations and marketing experience. Table 2 (see box) lists some of the writing and speaking skills you should assess. If you are not strong in any of these areas, “find someone who is and let them help you,” she said.

Dealing with the media
Once you’ve identified your skills and sought help in your weak areas, you should then start to pursue the attention of the media to help you in your marketing efforts. You should keep this part of your campaign simple—block only 30 minutes to one hour each day for this task. To become a media resource, you should make a list of local media outlets and use resources such as Google and News Voyager.

As you target journalists, make sure you seek out the correct ones and send your communications to reporters by name, she advised. If you don’t know who to send your article or announcements to, find out by calling the main desk of the publishing company and asking questions such as: “Who would be most interested in receiving an idea like this?” Once you know the editors who are most likely to be interested in what you have to say, you can start off by reading or watching their stories and then pitching story ideas to them.

Getting maximum exposure
If you are published or quoted in an article, you should make the most of this opportunity, she advised. Mention the article in your client newsletters, put it in a clip book, order glossy reprints and mail them to your clients, use them at seminars or display them in your lobby.

Creating a news release
You can also send news releases to the media. As you write these important tools for building public awareness and credibility, remember to include the five Ws—who, what, where, when and why in the first paragraph, she said. Use a strong headline and subhead, write in the third person, and make use of at least one of your quotes half-way through the story. Even if you don’t get a response from anyone, she said, this exercise is worthwhile because it helps build credibility and keeps your name in front of reporters.

Building relationships
To strengthen relationships with your clients and prospects, you should create an advisory board, host several social events such as a quilting party, a golf outing, a seminar or a small dinner party. Also, try to attend community and civic events, volunteer your time for a worthy cause and sponsor a fundraising event or drive.

As you engage in these activities, remember that you don’t have to do it all, she said. Select two or three things you are good at, do them consistently and well, and be persistent. “Remember,” she said, “tenacity is key.”

July 2007

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