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February 17, 2016 at 12:00 AM
Have you ever read a news story and spotted fellow financial advisors providing their expert advice? How did they become trusted sources? Better yet, have you gotten a call from a local reporter looking for insight, but then wondered whether you were “quote ready?”
First, understand that reporters are stretched very thin and are often responsible for writing not only articles, but blogs, social media updates and more. It’s a 24/7 news cycle that is instantaneous, immediate and viral. Reporters are looking for sources who can provide timely information that is in step with current trends — and is relevant to their audiences.
The best way to reach out to a reporter is by email. First, make sure you are very familiar with a reporter’s “beat” or area of focus. Search the reporter’s past stories for background and perspectives. If you have an idea for a personal finance story, don’t send it to the reporter who covers real estate; send that reporter an interesting idea on how the recent housing boom is affecting people’s savings accounts. If you belong to the local chapter of a financial professional organization, such as the Financial Planning Association, look into getting your name on its media resources list, which connects advisors to reporters.
Don’t overwhelm a reporter with constant emails. Start with a short introductory note that explains your background and credentials, your connection to the community and how you might be able to help them: “If you need unique ideas about new ways people are saving for their children’s college education…or the top questions I’m asked by new clients…or what to look for to see if you are ready to hire a financial advisor,” etc. If you cater to a specialty clientele such as military families, millennials or older people, mention that as well.
