The Guide to Financial Public Relations: How to Stand Out in the Midst of Competitive Clutter focuses on writing and getting published in your target market's trade magazines, newspapers and journals. The techniques are designed to help you stand out above the crowd by strategic use of the print media.
Divided into four main sections - with easy-to-follow steps aimed at showcasing your talent - it doesn't require a major expenditure of time, money or effort. This book could be used effectively by experts in almost any field.
This book will show you how to get your name and ideas in print - in the right place and at the right time deliver the most effective message. Learn how to increase visibility and enhance your image as an expert in the field, without hiring a public relations firm or running an expensive advertising campaign.
You will realize immediate benefits with a comprehensive, step-by-step public relations program. You will learn how to rise above the competition by: becoming recognized as an expert in the minds of new customers, retaining existing clients or customers, and continuously reinforcing trust. You can convert clients and prospects to new products and services, shorten the sales process by learning the experts' secrets of gaining referrals, and to control your own public destiny by following the techniques in this book.
Table of Contents
Building Your Publicity Program
The Media Opportunity
How to Position Yourself in the Right Marketplace
Add the Media to Your Marketing Plan
How to get Your Message Out Fast
Building a Top-of-Mind Awareness System
Credibility Marketing Strategies
Writing a Publishable Article
How to Write the Problem/Solution Magazine Article
More Things You can Do to Look Like a Pro
Breaking into Print the Easy Way
Where to Find the Right Trade Publication
Trade Magazine Guidelines
How to Leverage Your Articles
Present Yourself on a Website
Making Your Newsletters Sing
Writing an Investment Book
The Master Investment Book Template
How to Sell Your Book to a Publisher - Before You Write It
How to Make it Look Even More Professional
How to Turn Your Old Articles into New Books
Titles That Send a Message
How to Land a Spot on a National Television Talk Show
The Circle of Publicity Affairs
Advertising and Public Relations - How to Make Them Work
How to Turn a Trade Conference into a Gold Mine
How to Turn Your Experience into a College Course
Yellow Gold: Revisit the Yellow Pages
Speak Like an Expert - Unforgettable Presentations
Appendix I - Marketing Studies
Appendix II - Media Study: Pros and Cons
Appendix III - Sample Client Letters
"This is not a pie-in-the-sky, theoretical book. It is the result of real world experiences that the author, Larry Chambers, has had assisting many of the most successful financial leaders in today's information-cluttered business world stand out as experts. I know these strategies work. With the help of the author, my partners and I have built a two billion dollar business, and we're just getting started."
- John Bowen, President and CEO of Reinhardt Werba Bowen Advisor Services
"Among the tips that Chambers offers, this reviewer found particularly valuable his five-point formula for writing a positioning statement-a few sentences that boil down the essence of the value you supply to clients and prospects."
--William P. Norton, on line at D. M. Freedman Company-Freedman' Reviews