What if an advisor isn't such a natural on air? All hope may not be lost.
"I believe being a TV star can be taught," says Bruce Serbin of South Florida-based Reeves Laverdure Public Relations, another firm that works with financial professionals.
Some basic lessons do seem teachable: Advisors need to be well-groomed and dressed to look professional. "Men cannot go on TV with ties that may distract or even look strange," says Adam J. Segal of The 2050 Group, a public relations firm in Washington, D.C.
And a little practice can go a long way. Media coaches often stage mock interviews with their advisor clients, so they can get a feel for being under the lights, and also learn to lose what Jim Goyjer, Vice President of Los Angeles media placement firm Carl Terzian Associates, calls, like, um, "stop-gap speech."
The key then may be getting that big break. If an advisor is ready for prime time, chances are that cable-show producers will likely notice it. Getting on air for even a short interview can result in a second and third invitation--sometimes even before the first set of questions is finished.
"Successful interviews can lead to more," says Segal.
Copyright (c) 2010, Dow Jones. For more information about Dow Jones' services for advisors, please click here.