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How to Use the Media to Build the Profiles of Your People and Products

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If you work in financial services marketing, corporate communications or public relations, chances are that you crave positive exposure from the financial media.

Being proactive will help you create and execute on an integrated marketing strategy that includes targeted media coverage. Here are some basic tips to get you started:

Step 1:  Start with your market

Let’s say you want to promote a mutual fund company’s products or portfolio managers. Assess where you can differentiate. Do you have a fund that’s outperforming in a big way? A new product (especially if it’s novel in some regard or in a sector that’s getting a lot of buzz)? Does a portfolio manager take a unique approach to achieving strong returns?

Look for an angle that captures a reporter’s attention – something that stands out from the crowd and would interest the reporter’s audience.

Step 2: Understand the media landscape

The financial media is relatively small in Canada, which can be good or bad.

It’s good because you can know the key players in short order. Check out media outlets like Investment Executive, Advisor Group, Morningstar, National Post and The Globe and Mail. That’s a great starting point to become familiar with the writers, the topics they cover, the tone they take, etc.

A small media market is bad because you have the whole industry vying for limited positive exposure. The competition for coverage can be fierce – all the more reason to have a great story to tell.

“The competition for coverage can be fierce – all the more reason to have a great story to tell.”

Step 3: Clarify your objectives

As you work on a plan for media coverage, consider what you want to achieve. By knowing your end goal, you can work backwards as you develop your strategy.

For example, if you want article reprints available to your sales force as prospecting or retention tools, then focus on gaining media coverage for key portfolio managers or funds on a recommended list. Good press is hard to come by, so make the most of it when you get the chance.

That’s it! By following this simple formula, you can build the profile of your company’s people and products without too much effort.

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