Building a public profile through the press

It is not uncommon to find IFAs who see the press as a menace rather than a new business tool. But managed effectively, you can use your contact with key members of the print and broadcast media to heighten your public profile and generate new business leads. Not everyone has the same experience when dealing with journalists, but those IFAs who regularly pass story ideas or comments to both their regional, national and trade press have found it can generate at least 50% or their new business. Getting your name in your local newspaper, for example, means more people can get to know...