WHY MEDIA RAPPORT

Having strong relationships with the media accomplishes many things. Of course it’s a great ego boost to see your name in the newspaper or on television, but the impact it can have you on personally and professionally can be felt immediately and down the road.

Ben Stein, the one-time lawyer, actor, and white house speech writer, once said, “ Personal relationships are the fertile soil from which all advancement, all success, all achievement in real life grows.” All of us at Perception, Inc. agree with this assessment. We have seen first-hand how having strong relationships with the media can impact personal and professional development. On a personal level, we have seen how these relationships help people grow in the way they communicate. Too many of the financial advisors and other professionals we work with do not understand how journalists work, think, and operate. Having these relationships, fostered over time, has helped them talk and write in a more succinct, effective, and efficient way.

Professionally we have seen the impact of these relationships. Everyone wants a Return On Investment (ROI) when it comes to working with the media. That investment is made up of money and time. What you have to realize is that the return comes in a variety of forms – not just new business. By reaching out and working with the media you are accomplishing many things, including creating relationships, becoming a more effective communicator, and developing content for marketing collateral. By just taking the time to work with a journalist, and by understanding that a media appearance may or may not come out of it, you are able to generate so much more than simply adding to your bottom line.