“Moving the needle” through articles that motivate, educate or inform
Approaching financial industry editors and reporters requires thoughtful consideration. Before you pick up the phone or send an email pitch, consider the media’s mission is to deliver relevant content. In my experience, editors and reporters tend to respond better to story ideas if you can link the benefit or end result to common themes which are “near and dear” to their readers’ hearts. By focusing on persuasive or high-impact stories, you can get the most from your public relations program investment. “Story silos” are a high-level way to look at how to mentally place the information into the best story. Story silos include: I. Improve Operational Efficiency Reduce costs (impacts profit) New ways of doing something II. Sell More/Gain Market Share Impacts profit Competitive advantage III. Lower Risk Fraud Compliance (SOX, U.S. Patriot Act, regulators, etc.) IV. Improve Customer Service Reduces time Cross selling Protects customers Saves customers money Improves access to...