Janet Murray on Mastering PR and Getting your Story into the Media – MPAF93

Good PR can be perfect for your business growth.

If you have a story to tell journalists want to hear about it.

But there’s more to success than just bunging out a press release.

In this episode, I talk to Janet Murray, a journalist who helps people master PR and the opportunities it brings.

Listen to Janet’s tips on building relationships with journalists, how to pitch your story, and how to get it into the media.

That’s all right here in episode 93 of the Marketing Protection and Finance Podcast.

Janet Murray on Mastering PR and Getting your Story into the Media

Who is Janet Murray?

Janet has 15 years’ experience as a national journalist & editor working on The Guardian, The Times and The Huffington Post. She’s also in business to teach people how to get high-profile press coverage.

She doesn’t do PR for people, rather she prefers to  teach  her clients to do it themselves.

Janet believes this can be more effective than hiring a PR Agency for businesses of any size.

Links:

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Protection Providers: Please Stop Passing The Buck

Good PR raises brand awareness and is a cost-effective way of getting stories out there.

But have you noticed a recent trend for a style of news story template that effectively passes the buck?

Buck

Protection providers particularly seem to favour this approach.Here’s an example from a recent news story in the financial trade press.

Providers urge advisers to help close protection gap – FTAdviser.com

Head of marketing at Cirencester Friendly, commented that the findings should serve as a warning to the adviser community and UK population as a whole.

“Protecting earnings is an important aspect of sound financial planning; those who are unable to work due to illness or injury face a dramatic reduction in their income which in turn, results in difficulty making mortgage repayments or paying rent, buying food and paying bills.

“Responsible advisers have a duty to ensure that their clients have put adequate safeguards in place should the worst happen.”

Read full article on www.ftadviser.com

Check out any trade publication and you’ll see similar news stories. In every case the company followed a typical three stage template. They:
  • Did some research that confirms consumers don’t have (or want) a product or service.
  • Craft a story around the consequences the consumers face by not having the product or service
  • Urge the industry, or segments of the industry to take action to solve the problem – in this case, “responsible advisers have a duty to ensure……”

It’s obviously a successful template because it generates column inches. A neat little press release structure that almost guarantees take up.

But isn’t there a bit missing?

What is the company telling the story doing to help solve the problem? Where is their advertising campaign? What about a series of case studies showcasing the experiences of people affected? Where are their tools for helping “responsible” advisers to make good on their “duty”.

The three stage template passes the buck to someone else.

We need a part 4 to this often used news piece template.

Instead of passing the buck, the company promoting the story needs to say:

  • This is what we are doing to solve the problem

Or.

  • This is what we are doing to help you to solve the problem

That’s not passing the buck. That’s saying were all in this together. It’s only together that we’ll kick-start the stagnant protection market.

Now it’s Your Turn:

Do you think Protection Providers are passing the buck? Please leave a comment or share your thoughts on this article because I’d genuinely like to hear your views.

Peter Timberlake on How to Build a Successful Media Profile – MPAF47

Journalists require a constant stream of stories and content to satisfy 24 online demand for news.

Only a handful of financial advisers activity engage with the media to provide comment and material. So a huge opportunity exists for other advisers to build their own media profiles.

My guest has been doing communications and PR for over 30 years and you can benefit from his experience here. Peter’s interview is a masterclass in how to give journalists what they need and supercharge your media profile at the same time.

Listen to Peter talk about media commentating, being accessible to journalists, and how to deliver the Holy Grail – The Case Study.

You can also hear his valuable advice about blogging, LinkedIn Publishing and Social Media right here in Episode 47 of the Marketing Protection and Finance Podcast.

Peter Timberlake on How to Build a Successful Media Profile

Who is Peter Timberlake?

Peter’s communications specialist with over 30 years’ experience across multiple audiences and media including financial services trade press, consumer personal finance press, city/business media, specialist lifestyle publications, broadcast and digital media, political and policymakers, IFAs, lobby groups and worthy causes.

He’s an external communications leader with experience of managing combined press office, public affairs and corporate responsibility team and building the function from scratch.

He helps leading organisations manage and enhance their brand and reputation and achieve strategic communications objectives.

He’s held senior positions at Standard Life and Friends Life and currently works as Head of Communications for the Financial Reporting Council.

Peter’s links:

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