Working With The Media

Posted on by Douglas

I remember my first lines. I was sitting on a beach in Puerto Rico when it came out. It was a Reuters article from 2013 titled, “Financial advisers hunt clients in the Ivory Tower.” I was asked about how I leveraged my time in business school to prospect for clients. I felt so cool showing them to the friends I was vacationing with. That was more than six years ago and, since then, I’ve been featured in hundreds of articles, videos, podcasts and television appearances across more than 100 media outlets. *Not so humble brag.*

Despite the number of appearances, it didn’t take long for me to figure out that my inbox wasn’t going to be filled with requests for consultations just because my words or picture showed up in print or on a computer screen. Sure, seeing your name and business in the pages of the Wall Street Journal feels great, but it’s very unlikely to lead to new business on its own. That’s not how it works. Therefore, shy of doing something so spectacular, generating press needs to be a part of a more comprehensive marketing system in order to convert media attention to business.

But that’s not what this post is about.

Transforming quotes into business is very difficult, but getting quotes and becoming a reliable source is surprisingly easier than you think and it doesn’t need to cost you a thing. This post is about how to actually generate press by working with the media.


What’s Your Angle?

If your profession is anything like mine, there is no shortage of professionals doing exactly what it is you do. Therefore, what makes you different from everyone else is going to be the path of least resistance when it comes to being a source. Differentiation usually means having a niche, so the narrower your focus is, the easier it will be for you to be the one to weigh in on topics surrounding your specialization. For example, I focus on Millennials.

At the time I started getting attention, this was a novel angle of personal finance because there weren’t too many advisers willing to work with my generation, let alone understand our financial issues. It gave me greater access over my colleagues. Ironically, my focus has now become generalized as older Millennials have fully matured into full-fledged adulthood. Therefore, you should be mindful of how things will evolve in the future.

“As the editor overseeing CNBC’s personal finance coverage, there are many topics to write about each day. Our challenge is to make sure we have smart, thoughtful and informed sources for all stories we cover. Finding advisors with an area of expertise is therefore key for any reporter. To be honest, I search out financial advisors (as sources) who have a niche practice because I know they will have great insight to offer because they can share specific clients concerns, goals, needs and wants within that niche.”

–Jim Pavia, CNBC’s money editor.


Connect on Social Media

Thanks to the internet and social media, interacting with the media has never been easier. There’s a good chance the reporter you’re looking for can be found on Twitter or LinkedIn. This gives you the opportunity to understand more about who they are and how they work. It also allows you to share their content with your audience.

I know many journalists who appreciate it when you distribute or cite their work across your own network. Perhaps, doing so will make them that much more open to hearing your ideas and considering you as a source. Connecting is also a two-way street, so by being visible on social number media platforms, you can be contacted by reporters just the same.

“Not only do we reporters rely on social media to get our stories out to the public, but we also see Twitter and LinkedIn as platforms for an exchange of ideas. I value well-informed and counterintuitive takes from financial advisors and other subject matter experts. Social media has been instrumental in helping me find those sources.”

–Darla Mercado, CFP®, personal finance reporter at CNBC


Be Helpful, Not a Bother

In the fast-paced world of news and media, you’ll find that most professionals are very busy and usually on a deadline. The last thing you want to become is a nuisance. That’s a sure fire way to wind up on someone’s DNC list. So be easy with the emails and DMs. They likely heard you the first time. Also, don’t just ask if you can be a source. That’s what everyone else is doing.

Instead, bring something to the table like a new survey that’s relevant to their beat or some breaking news that’s relevant to what it is you do and what they cover. If you can come up with some newsworthy ideas on your own, your name might find its way to the top of the stack next time a source is needed. And when you are asked to contribute, be sure to respond ASAP. Reporters are much more likely to reach out to a source again and again if he or she responds to a request for quotes within a couple of hours. Those who take days are sure to fall out their list of contacts.

“I actually don’t mind being pinged frequently with column ideas or comments — always via email. But please don’t get offended (or rude) when I don’t respond. I get dozens of pitches every single day. It would be a full-time job to respond to all. Pitch and then wait. You can even pitch again to bring an idea to the top of my inbox. But please keep in mind that I get to choose and not choosing your idea or quote doesn’t mean it’s not good. It’s probably just not what I need that day or week.

Respect the deadline. I know. You want more time, a day or two to careful craft your response to a reporter or columnist questions. But we often don’t have that kind of time. Speed is our friend and your path to becoming a regular source. I know it’s not fair because I may not get back to you but that’s how this thing works. Frankly, you may need to respond within 30 minutes or less. Use consumer friendly language when you do respond. Keep it short and sweet.

–Michelle Singletary, nationally syndicated personal finance columnist at The Washington Post and author of The 21 Day Financial Fast: Your Path to Financial Peace and Freedom


Build a Relationship

Reporters, editors and producers are people just like you and me. While your time together is usually brief, take what opportunities you can to learn about the professionals you’re working with. It goes a long way to ask someone how their family is doing or what they’ve been up to lately. Remember, they don’t have to use you as a source, so the more you are able to relate to them on a personal level the more opportunities you will have to work together. If your goal is to keep showing up in their publication, you need to build a relationship. Who knows? They might share you as a source with one of their colleagues simply for being a nice person.

“When it comes to building relationships with reporters, a little bit goes a long way. We don’t need to spend 30 minutes talking about our weekends, but I tend to work with subject-matter experts who are responsive and friendly. Plus, knowing a bit about your life can help me identify you as a source for the personal finance topics I cover. For example, if I know you just adopted a child or are taking care of aging parents, I may get in touch for a story on a related topic because I know you’re well-versed in it both personally and professionally.”

–Susannah Snider, senior personal finance editor at U.S. News & World Report 


Show The Love

Gratitude goes a long, long way. Make sure you tastefully show your appreciation at every turn. Say thank you for any opportunities that may come your way. Again, like and share their stories, especially the ones you’re featured in and are relevant to your business. Some might even be authoring a book you can get behind Pro tip: If you’re not right for a particular story and you know someone who is, pass their name along. This speaks volumes to your character and tends to yield you more over the long term. You could even send a holiday card if you feel it is appropriate.

“I always appreciate it when my sources take the time to share my articles on social media. Of course, I choose sources based on their expertise. But those who post things that I have written remind me of their presence and increase the likelihood that I’ll go back to them frequently for quotes.”

–Cameron Huddleston, award-winning journalist and author of Mom and Dad, We Need to Talk: How to Have Essential Conversations With Your Parents About Their Finances

Building out my network of journalists has taken me more than half a decade to establish. I invested (and continue to invest) a considerable amount of time in becoming a reliable source across the landscape of financial media. It’s another one of those long games. But in doing so, I’ve been able to incorporate an enormous amount content into my own marketing initiatives. Initiatives that have been directly responsible for developing new business. At the very least, the credibility I’ve gained alone has made it more than worth my time and energy.

Lastly, thank you to all the amazing journalists and media professionals that contributed to this post and have worked with me over the years. You’re all amazing and I appreciate each and every one of you.

Come be your own journalist over on the media outlet known as Twitter:

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