How to make and influence the news that clients (and other IFAs) read
Someone once told me that one of the most important things to remember in business, is to tell the Press about everything you do. If you have moved into new premises - tell the Press. If you have taken on a new member of staff - tell the Press. If you have secured an important new client - tell the Press. You get the idea. Of course, it's very unlikely that they will print everything you send. In fact, they will print so little of what you send them, you will probably wonder why you ever took notice of this! But in sending regular Releases to local (and national) journalists, what you are actually doing is building relationships. So when the day comes that a journalist needs learned comment on something they are writing, they will contact the person with whom they have a relationship - and who they perceive to be an expert in that field. (That will be you.) As a point in passing, make sure that whatever you send journalists in your Releases is actually news. What they don't want, is advertisements for your product or service that is disguised as news. Send them news, news and more news!
Well now you can. One way to do it, is to buy your own newspaper. But another, less expensive way to do it, and to guarantee that your news and views are published is through your Blog - because the content of your Blog is dictated by YOU. What's more, through RSS or Atom feeds, it is possible for people to subscribe to your Blog and for you to syndicate your material to other websites - thus significantly broadening its potential readership. Before long, assuming you have good content in your writing you will soon have a sizeable readership - many of whom will return to your Blog time and time again. What's more, journalists from 'real' publications will refer to your Blog for information and comment. Indeed, it's possible that your comments, views or ideas will even make the news itself - particularly if you have something controversial to say! This 'Citizen Journalism' is starting to make quite an impact in newsrooms around the world. Indeed, after the London bombings last year many people turned first to Blogs on the Internet to get the most up to date information. Surprisingly perhaps, journalists do not see Blogs as threats to their livelihoods - in fact they often help them in their news gathering activities. Many senior executives in large companies are also turning to Blogging as a distinctive and creative way to get business messages to their customers - and as a way to give them more of a friendly face in the media.
Blogging provides IFAs with a fantastic way to not only raise their profile, but as a communication tool - and one which has the potential to become news in itself. If you would like to find out how Quay can help you to take advantage of this tool, please contact us. Phil Call me on 07773 359 619 or send an email to philip.calvert@quaysoftware.co.uk
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