PUBLIC RELATIONS Through Publications. Agent Guide

Transcription

1 PUBLIC RELATIONS Through Publications Agent Guide

2 Contents Public Relations Through Publications... 2 Local Publications... 2 Characteristics of Local Publications... 2 Approaching Your Target Publications... 4 Creating and Preparing Your Article... 5 Writing the Article... 5 Acquiring Articles... 6 Cost-Effective Self-Marketing... 6

3 Public Relations Through Publications Local Publications Public Relations is not, as some would claim, free advertising. With the time and effort involved there is nothing free about it. And while advertising sells products and services, public relations sells the buying public on your credibility and expertise. Few vehicles offer a more effective public relations forum than writing articles for publications. The three primary ways in which you can gain publication and positive exposure to clients and potential prospects are: Local and regional newspapers and general interest business magazines. Trade publications. Agency and customer/client newsletters. To publish articles you must: 1. Develop a list of target publications and their editors. 2. Develop a query, an introductory letter that will summarize and accompany the article. 3. Write or acquire a focused article that deals with a particular readership s needs and concerns. You should review the types of publications available to you, examine the steps that help you write and place your article, and determine how the publication can impact your business. It is important to note that all articles must be approved by Compliance prior to use. When writers and readers think of the most prestigious publications, names like the New York Times, Wall Street Journal, Business Week and Fortune usually top the list. These are not your target publications. Neither are national insurance trade magazines such as Best s Review and National Underwriter. That s not to say your articles can t appear in these publications, but you ll need many past publishing successes before broaching these newspapers and magazines. Instead, consider your target market and focus on that audience. Look for local publications that cater to readers who would benefit from your expertise and advice. Then study the style of the publications that top your list. Characteristics of Local Publications Daily Newspapers: Typically, this medium will offer the largest circulation. The demographics are very diverse and not all readers will be interested in what you have to say. Your contact is the business section editor. A call to the newspaper will get you the correct name. Although dailies have the most need for articles, their standards are exacting and the majority of copy is staff-written. Still, many dailies run regular columns from local business people. Opportunities exist here for freelance writers, but the writing must be focused and professional. The typical length of an article is 500 to 750 words. Find out exactly how many words are wanted and don t exceed the limit or the editor will cut the article for you (and be less likely to call on you again).

4 Weekly Newspapers: These publications are community- based, published once or twice weekly, or even once every two weeks. Usually run by a handful of people, they welcome well-written articles that appeal to their readers. Your contact is the editor or managing editor. It s unlikely that a weekly will have a business editor. Because many weeklies are free and delivered to homes, readership is diverse and the format is light on business news. This may dilute your target market, particularly if your focus is on business owners, but these readers are personal insurance prospects which is especially attractive in more affluent areas. Article length varies dramatically, anywhere from 300 to 1,000 words. Again, ask the editor how many words are needed. Writing for a weekly can provide you with publishing credits should the editor of a daily newspaper or trade publication require them. Local Business Publications: Possibly your most effective target market, business publications have a narrow focus: dealing with the concerns of business owners and professionals and the typically affluent people who own them. These can be published weekly, once every two weeks, monthly or once every two months. Your contact is the editor or managing editor. Article length varies from 500 to 1,500 words and more. Trade Publications: For agents with a niche in a particular industry, trade publications provide enormous opportunities for increased credibility and visibility. These publications can be in newspaper or magazine format and published as frequently as once a week or as little as six times a year. They can be distributed locally, statewide or nationally. In all cases, you must appeal to the unique needs of a very narrow readership. Your contact is the editor or managing editor. Some trade magazines are written entirely by staff and will not want your article. Others depend almost entirely on freelance writing. Discuss specifics about your article, always referring to the publication s readers. (i.e. Charitable giving will become a more important planning tool among physicians, your readers, because of the rise in tax rates or With the new tax laws, it is even more important that software manufacturers, your readers, are aware of how they can tax-defer dollars for their own retirement. ) Article length again varies, from 500 to 2,000 words. Newsletters: The purpose of a newsletter is to provide an avenue through which agents can offer service to their clients, as well as promote their professional image. Through Emerald Publications, TriplePlay Financial Marketing offers four professionally produced newsletters that can be used as a service tool to maintain top-of-mind awareness with clients and advisors. All four newsletters are four-page, full-color, NASD reviewed, with customizable mastheads. Financial Ink is aimed towards professionals Golden Strategies caters to senior citizens Investment Wise is a resource for clients with investment interests (available to Series 7 Registered Representatives only) Business Wise is aimed toward business owners

5 Newsletters are not only an excellent way to communicate with your existing clients, but they re also a great piece to distribute at seminars, use as an introductory piece with referrals or simply to enhance your professional identity. Approaching Your Target Publications Once you ve created a list of target publications, the next step is to approach the editors of your choice. Do not send articles and queries to competing publications. Editors want exclusives. It is proper, though, to send the same article to a local newspaper and regional trade publication because they are not competitors. However, the writing slant for these publications should differ, so you will have to make at least some alterations to customize the article for each market. Here s what you do: Draft a query letter: In this letter, which should not exceed one page, address the appropriate editor by name. Relate your topic to current events: Calahooga County business owners can expect a whopping increase in income taxes this year, but savvy owners have learned to lessen the bite by tax-deferring income with contributions to company pension plans. Include a completed manuscript: When editors are unfamiliar with writers, they almost always want to see a completed article before making a commitment. Include a biography sheet: Instead of cluttering your query with personal information, include a biography sheet which details your professional achievements. This sheet will also include a short description of your company, your particular expertise, and any other published articles, seminars or speaking engagements which add to your credibility. Mention other details: Tell the editor that the article is exclusive to this publication and a black and white or color photo is available upon request. If you have been published before, mention it. A sample cover letter might look like this. (Note: the first paragraph of the query can be essentially the same as the lead of your article.) Dear Ms. Editor: With over 3,000 life insurance companies in the United States competing for attention, many consumers are confused by the promises made to them. But a promise isn t always a promise. Some companies can take liberties when they project, or illustrate, the future performance of a product. How can consumers cut through the fog? In the enclosed article, I talk about the difference between reality (the actual performance) and illusion (the illustrated results) of life insurance contracts. The article offers tips on how to separate the legitimate guarantees from pie-in-the-sky promises. I am a representative of National Financial, and for 20 years, I have personally advised clients on personal, business and estate planning strategies. I have also been past president of the Calahooga County chapter of the National Association of Life Underwriters, and I regularly conduct planning seminars for CPAs and attorneys. This article is offered exclusively to the Calahooga News. Black and white (or color) photos are available upon request. Thank you for your time and consideration. I will call next Monday to discuss this further. Sincerely,

6 Give a daily newspaper a couple of weeks to commit before trying a competitor; allow a month or so for weekly and trade publications. Newsletters, unlike other publications, should be pursued through personal contacts. Creating and Preparing Your Article You ve drawn up the list of publications in which you would like to appear and you have written your query letter. Now comes the most important element the article. How do you get an article? You can: 1. Write it yourself. 2. Contact the TriplePlay Marketing Department for a listing of pre-written byline articles. 3. Hire a ghost writer. Writing the Article Here comes the tricky part writing the article. If you re comfortable with the written word, there are some hints which can help refine your article and make it more appealing to editors. Focus: Pick a narrow topic, not insurance but retirement planning. Refine the focus further. Make the article concentrate on the benefits of building your 401k. Refine the idea further. If you re writing for a trade magazine, use that profession by name to narrow your focus even more. Language: Don t use one-dollar words when nickel words will do. Go light with the cliches. Openings: Get into your story immediately. Any later and you may not have a reader. The best leads are simply informational a small paragraph introducing the premise of your story or anecdotical, a real-life example to illustrate your point. Edit: Don t worry about correct spelling, grammar or punctuation while writing your first draft just get your ideas down on paper. Once drafted, though, edit mercilessly. Then ask others to do the same. Every article must be your best effort. Be current: You read the headlines new taxes, pension problems and more. When a big story breaks and you have a unique slant on the story, write it and submit it to an editor. Write to the reader: If you re writing to a CPA readership, they understand qualified plans. If you re writing for the business section of a daily newspaper, many readers will need further explanation. Be informative: The first time you self-promote yourself in the article, you ve lost credibility and the opportunity for future publication. Let your expertise and knowledge do the selling for you. Be concise: If you don t need the word, don t use it. When one word can take the place of four, use one word. Style: Many publications have a casual writing style. Unless the publication is formal, write as you would speak within good taste. Be personal. Refer to situations to which your readers can empathize with personal words, such as you and yours.

7 Acquiring Articles You may not be a writer, or perhaps you don t want to be. Maybe you re a good writer, but a better salesperson, and you don t have the time to write. If you fall into either category, you can still have the article published with your byline. And there is nothing wrong with putting your name on articles written by others. It s a common practice called ghostwriting. Byline articles: Bylines are prewritten articles available to agents for use in publications, mailers or handouts. Bylines are available on a variety of subjects and can be customized to include contact and biographical information as well as pictures of the author (the agent) at the end of the article. Bylines provide excellent marketing opportunities, such as: Bylines help to establish credibility in your community. If people see a few interesting articles with your name, picture and information on them, they re going to associate professional and experience with your name. Running bylines previous to, and during the run of an ad, will help boost your advertising impact. People will associate your ad with the expert writing of the financial articles. Again, it gives you credibility. Bylines are a great recruiting tool because they add extra credibility and expertise to your name. Running bylines at the same time that you mail out seminar invitations will help your seminar carry more weight and hopefully encourage people to attend. Bylines are great handout pieces for seminars. Cost-Effective Self-Marketing Article writing can give agents enormous visibility and credibility in new markets and increased recognition in existing markets. How you profit from your publishing successes is up to you. There are many ways to capitalize on your published articles: Press releases: If you were published in a trade magazine, tell your local newspaper about it, in the same way you would publicize other achievements such as President s Club membership, attendance at home office schools and CLU or ChFC designations. These short items are effective ways to announce your accomplish-ments to CPAs, attorneys, prospects and clients. Copies: Always create a working copy of any article you submit for publication and have them on hand for clients and prospects. Because most publications will not pay for your articles, they may be willing to provide professional looking, no-cost or low-cost reprints free of charge. Mail these out with a personal note to members of your target market. Become a regular: Once you are published once or twice in the same publication, explore the possibility of regular contributions with your editor. Remember, though, don t over-commit. Not meeting a deadline is a sure way to kill a relationship. Once published, other opportunities may gravitate to you. Many organizations ask published writers to speak before their groups. Advisors and association leaders will read what you write. Article writing won t result in immediate sales, but the positive effect it can have on an agent s career is far-reaching. Editors: Charging from $50 to $300 per article, this can be an effective compromise solution. Note: If an article is beyond editing and needs a complete rewrite which costs as much as writing an article from scratch a good editor will return your work without charge

8 Notes Public Relations Through Publications

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