The Financial Planning Association has made it easier for their almost 23,000 members to get positive publicity. One specific initiative is the FPA MediaSource, which allows journalists to get connected with CFP professionals that are members of the FPA. This has resulted in 2,800 queries over the past few years.

Additionally, members can go through a media training led by Ben Lewis, director of public relations at FPA. In these sessions, Lewis educates the attendees on how to be more valuable to the press, and as a result they can achieve great exposure for their businesses.

Here are five PR tips for financial planners shared in a one-on-one interview with Lewis:

1. Be passionate. While the information being shared with the press is important, it is not the only thing to focus on. “You can have all the prepared talking points, but if you can’t deliver it in a passionate way, it isn’t going to resonate,” advised Lewis.  “Local journalists do not have the knowledge, so you have to make sure what you are conveying has to have residence. The more passion, the more it is going to sink in.”

He believes this is an effective communication practice that everyone should be good at, even outside of public relations.

2. Think before speaking. Lewis loves this quote by Mark Twain: “The right word may be effective, but no word was ever as effective as a rightly timed pause.”

“I have to stress this with everyone,” said Lewis. “The moment you take (before talking) could mean hitting a homerun instead of falling on your face.” 

Not clearly thinking through what you want to deliver in that answer can be a big mistake. Lewis advises financial planners slow themselves down and think it through.  If not, planners can end up looking like a fool, warns Lewis.

3. Be a resource. What is the difference in being a source instead of a resource?  Lewis believes a source is a person that might get quoted once or twice, whereas a resource is someone a reporter can reach to on a more regular basis. A resource can give quotes but can also be a connector and provide information on background.

Not only does it help your relationship with the press to be a connector, but it can help with the person you are connecting with the journalist. “Chances are the professional will remember that and connect you later,” said Lewis.

As far as the relationship with the press, Lewis said, “The better the relationship, the more opportunity you will have long term.” If the reporter sees you as a resource, they might reach out to you for story ideas, to flesh out an existing piece and more.

Lewis believes creating relationships is gold. “There is an opportunity for financial planners. The better the relationships, the more opportunity you are going to get,” he said.

4. Be authentic. Lewis sees that too often people put their guard up with the press.  He believes it should be less of an interview and more about a conversation. “The more authentic, the more genuine is sounds,” said Lewis.

By being conversational, interviews typically become more educational and more enlightening. This can help reporters that might not have the same level of knowledge.

“When I talk to planners about this, I see the light switch go off. It helps them deliver a more impactful message,” said Lewis.

5. Represent more than yourself. Lewis wants all FPA members to be a steward of financial planning. He said, “Our primary function is to elevate the profession. We need to enlist all financial planners to educate the media.” 

Planners should be able to explain what is actual financial planning and show that it is a real profession that transforms lives.

He wants all those talking with the press to always interject:

• What is financial planning

• The role

• The transformational impact

• It is not only for the rich

• It is not just investment management

“You are never just representing yourself. It is never just ‘Mike Byrnes. You are; Mike Byrnes of Byrnes Consulting.’ Especially financial planners—they are representing the professions. Too often we see the Bernie Madoffs. When that stuff comes out, it casts a negative shadow,” said Lewis.

Lewis’ parting thoughts were that the relationship is key, it is important to prepare and know what to do on the back end, and planners should pay attention to the non-verbal communications. Lastly, Lewis said, “I think everyone should go through a media training.”

Note:  Byrnes Consulting helps the FPA’s 23,000 members with business growth strategies as part of the Financial Planning Association’s new Coaches Corner.

Mike Byrnes is a national speaker and owner of Byrnes Consulting, LLC. His firm provides consulting services to help advisors become even more successful. Need help with business planning, marketing strategy, business development, client service and management effectiveness? Read more at ByrnesConsulting.com and follow @ByrnesConsultin.