“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 money/accounts

V. Trends/Information

VI. Best Practices

After the article appears, make sure your sales organization and key influencers have a copy -- you can get reprints from the publisher. For ideas on how to better market the articles/content, please see my posting, “33 ways you can leverage your PR/media relations program.”