IFAs should promote themselves via local media if they want recognition as the "best source of financial advice" in their local area, says consultant Corporate & Financial Services Communications.
CFSC bases its conclusion on a survey of some 200 IFAs, who were questioned about their use of local and regional media in relation to potential business leads.
Simon Astley, CFSC managing director, says: "If an adviser based in a city or town builds up a good relationship with their key newspapers and media there is far more chance that they will be able to attract new clients within that area."
He continues: "The power or local newspapers and media is tremendously under-estimated."
To help advisers reach their 'total target group', CFSC is launching a guide You can't always rely on word of mouth with the goal of assisting IFAs in developing a successful local PR programme.
Astley says: "This guide is designed to assist those advisers who want to be recognised as experts and the best source of financial advice in their geographic area."
The guide covers issues including:
- Some facts and benefits of working with your local media
- Which media to target
- How to contact media and few myths about them
- What they want and what the adviser should seek to accomplish
- The "do's" and "don'ts" when dealing with media
- Off the record and managing the press
The guide is available in both printed and electronic versions at a cost of £50 for individual orders, or a discounted price for bulk orders.
For a copy of the guide contact Simon Astley on 077-9855-8287, or e-mail [email protected]IFAonline
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