The news release is alive and well and often published verbatim by local media outlets, but few financial advisors take advantage of this. With staff cuts at press outlets and the constant need for content for various multimedia, there is an opportunity for advisors to write and distribute their own news releases and become known locally.
The first question advisors ask is, “How do I know what’s news?” Changes to your business are often news, such as new hires, company milestones and anniversaries, new offerings, changes in service. Local media want to cover local happenings in their local business community.
The next question an advisor often asks is, “How do I write a news release?” There is a standard format and one that can be found on thousands of company websites. One of the beauties of the Internet is the accessibility to information. Explore other advisor sites for ideas and examples of news releases.
The inverted pyramid is still the standard for a news release. A catchy headline that sums up the news in one or two lines. A dateline: where is the news coming from – what city? A lead for the first paragraph, again summing up the news, for example, announcing a new hire, and attribution to who is making the announcement.
The next paragraph should be a quote from the person making the announcement, followed by more details of the news, in the new hire example, what will be the responsibilities. Next, a quote from the person making the news; the new hire, followed by more details; what was their last position, education, experience, etc.
Lastly, a “boilerplate” paragraph about the company – the standard information about the company, as well as a website for more information.
Be sure to have a contact on the release so media have someone they can call for more information, as well as the date and for immediate release. Attach a head shot photo to the email to the editor.
Think PR and use events happening at your firm to generate news releases that get you noticed.