Media Tips for RI Advisors
By Doug Watt, co-founder and editor of the blog SRI Monitor.
Get to know your local media
- Familiarize yourself with local newspapers, magazines, radio and television stations, blogs and newsletters as well as the reporters and columnists in your community covering financial issues.
- Get to know media in your area. Call or e-mail them, let them know what you are doing, what’s happening in the industry, invite them to events.
Pitch story ideas
- Pitch the story using e-mail. Keep it brief and conversational. Describe why the story would benefit readers, listeners or viewers.
- Offer to write a free feature article on a responsible investment (RI) topic. Pitch an informative or how-to article on responsible investing. Ask the editor if he or she would run your contact information at the end of the article. There is plenty of content on the RIA website that can be repurposed and sourced.
- Press releases will probably get thrown out or deleted, come up with something better. Before you send the pitch, ask yourself: Why should the person receiving this care?
Pitching to a magazine
- Check the masthead, usually near the front of a magazine, for editorial staff listings. If you’re still unsure, phone or email the magazine directly and ask who you should contact.
Pitching to a newspaper
- Decide which section of the newspaper your story should appear in. Then contact the editor responsible for that section. Otherwise, call and ask who the appropriate editor is. For community newspapers, contact the editor directly.
Pitching to radio and television
- This is more of a challenge as most broadcasters don’t bother with local content. However, there are exceptions, such as morning television, newscasts, etc. For radio, don’t forget campus stations if you’re in a university community, some have a fairly large audience and most are run by volunteers.
Position yourself as a valuable contact
- Demonstrate that you are a key source of investment information with interesting story ideas.
Get into social media
- Create you own Facebook and LinkedIn pages, and set up a Twitter account. Don’t forget to populate the accounts with relevant information about the financial world and responsible investing (RI) in particular, and don’t be afraid to make it personal. Tell your own story – it’s the best way to garner new followers.
Pitching to online sources
- New financial blogs are popping up every day along with e-mail newsletters and various online publications. Most are hungry for content so well-written articles on RI should be relatively easy to position.
Content was contributed by Doug Watt. Doug is a freelance writer and editor who specializes in writing about SRI for investors and advisors. He is the co-founder and editor of the blog SRI Monitor. [email protected]