Press Coverage   Positioning Positive, consistent press coverage supports your market presence. There is perhaps no better way to achieve effective and enduring positioning for your financial practice than to have planning and investment management prospects read about you in the press. Media coverage bestows an implied endorsement and provides unparalleled credibility. Press coverage can be remarkably effective when you appear as the bylined author of feature articles. If the articles are topical, substantive and well written, you assume the mantle of an industry expert. It may be in the area of financial, retirement or estate planning, investment management, a specific market niche or investment product or strategy. Consistent press coverage is the bedrock of branding and solid market positioning. Over time, press coverage can have a dynamic impact in terms of generating investor inquiries, reinforcing client relationships, and even attracting talent to your organization. Consistent press coverage elevates your name recognition. You begin to appear more frequently on search engines, in media data banks and editor resource files. Often, a favorable consequence of this effect is that you begin receiving requests from the media for articles and interviews. This is a sophisticated strategy. It positions you as a high-profile advisor/manager and helps separate you from the competitive herd. It also enhances your other marketing efforts. Words that warm the heart of any financial advisor: “Oh yes, I’ve heard of your firm.” Article reprints make powerful marketing tools that can be: Converted into PDF files and posted on your website for investor prospect downloads The underpinning for a targeted direct response campaign Incorporated into newsletters, brochures and other collateral material Used as support material for seminars or conferences Integrated into prospect packages and media kits