A response to Graham Hooper's article on last week's Articulate page. From Gordon Puckey, director o...
A response to Graham Hooper's article on last week's Articulate page. From Gordon Puckey, director of Quill Communications.
'Independent advisers should dominate the media', and they do Graham, they do ' and contrary to your suggestion, the little ones, as well as the big ones.
Indeed, one of your fellow directors, a well-known and much profiled lady IFA recognised the potential of the media ' long, long ago. Indeed, having generated countless leads on the back of her media profile, she decided to share her experiences with the IFA community at large and invited me to join her in presenting the case for PR to the London Chapter of the IFA Association.
The seminar, as long ago as 1998, 'Managing the Public Image of your Business for Profit ' Practical Advice for Presenting your Business to the World' was attended principally by the smaller IFA. So much of what Graham says is true, and the stage is indeed set for IFAs ' but all IFAs Graham, not just the large IFA.
As easy as it makes their job, just as the investor gets fed up consuming the words of wisdom of the small band of IFAs that dominate personal finance journalism, so the media are becoming tired of the 'media tart'' there is always room for those with new, fresh and interesting views.
IFAs do need to commit time, and yes, building a media profile calls for commitment, on-going commitment. It takes time to build trust, but good media relations is no millstone, and it needn't consume every working hour.
Media relations is one of, if not the most cost-effective marketing tool ' and for the smaller IFA, it could just be a life saver in terms of raising their profile and creating new business opportunities.
Waste a journalist's time ' and sure, they're unlikely to come back for more. Come across as a bore, a poor source of information ' sure, they're unlikely to call again, but get it right and the upside far outweighs the downside.
Some IFAs would appear to have time to dominate the media. My view? It's time the spoils were shared around a little more.
For our clients, when we're hosting corporate hospitality, we mix IFAs, many of them 'media virgins', with key journalists, and the result has been positive all round. Grateful journalists, grateful IFAs. PR is no 'millstone'. It's a great business generation tool. What's more very few journalists hate PRs. We tend to make their lives a whole lot easier!
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