Hi there Aunty B,
I am in the wealth industry and have a competitor who is suddenly being quoted everywhere, even though she doesn’t know what she’s talking about and certainly isn’t rich (or as wealthy as me.) In fact she is a shallow show-off and wears stilettos and short skirts, and I have seen her long-lunching at Lynch’s with a publisher of a very prestigious magazine. Why is she getting all the attention and how do I get the press to notice me and build my profile?
Dear Attention Seeker,
Sounds like you have an attack of green eye. I think most blokes would agree the world could do with MORE wealthy women in stilettos and short skirts long-lunching at Lynch’s.
We never give away trade secrets as it is against our code of ethics. But I will make an exception just this once because you really do sound desperate.
Here are my top 5 tips on how you can get media press.
1. Publish a report. You are in the wealth industry. So start the “Attention Seeker Wealth Watch” (or whatever the name of your company is.)
Every month you throw together some stats including things like how many Porches are sold in Australia, the number of $10 million sales in Potts Point etc, and send a press release out to the wealth sections of newspapers and magazines. Is wealth going up every month? What does it mean when Porche sales are flagging but the art market is soaring?
2. When a reporter calls you, drop everything and call back instantly (well, I would say that.)
It is astounding the number of people who ring reporters back the next hour. Some people even ring back the next day and expect to be quoted! Always put your mobile number on your press release.
3. Once you are chatting to reporters and taken them to lunch at Lynch’s, where no doubt you have given them your latest stock tips, you then have the right to claim a journalist as a contact.
This means you can ring them up and tell them gossip about rich clients any time you want. While they might not mention you in that story – and quite frankly it would be better if they didn’t – they will mention you in other stories as a trade off. Whenever a reporter rings, always take a few seconds to suggest another story idea and tell them you will shoot through an email fleshing it out as you understand that they are on deadline.
And make sure your comments suit the publication. It is no good giving long winded quotes to The Telegraph as they want pithy short quotes, peppered with statements such as: “The market will be in free fall within hours.”
4. Don’t promote yourself or your company. Now this is hard for someone desperately seeking attention not to do this. But reporters hate attention seeking self promoters.
5. Buy some stilettos. Everything helps.
Your Aunty B.