While such concerns have merit, receiving media coverage can be a crucial part of marketing. After all, media coverage promotes brand recognition while also positioning advisors as subject experts.

Indeed, many advisors find that time used courting press coverage is well spent. With that in mind, advisors would be well served to consider the following tips on obtaining media coverage.

1) Build relationships as an educator

Advisors are often highly-skilled at educating their clients on financial topics. The same skill set can go a long way in building relationships with the media. For example, advisors can offer to provide educational discussions with reporters from local newspapers to help them learn about financial topics. When extending the invitations, advisors should accept that the discussions, at least initially, are intended to build relationships rather than generate publicity.

During the discussions, advisors should emphasize that they are willing to help reporters going forward by answering their questions on financial topics. The process should be focused on building relationships that can lead to media coverage rather than just simply getting quick publicity.

2) Think long term

t end up in publicity. Reporters frequently have story assignments change after conducting interviews, only to have the interviews no longer apply to their new topics. In other instances, they may find that their original story ideas have taken a new direction over time. Yet, over time, advisors with media relationships will find that they do get quoted or featured in articles.

3) Target local papers and trade publications

While being quoted in national publications is prestigious, advisors shouldn’t overlook the merits of being quoted in local newspapers or trade newsletters. Local publications, of course, will target readers in an advisor’s vicinity. At the same time, being quoted in local publications and trade newsletters can result in being quoted in larger media outlets because reporters at national publications often comb trade publications to find potential sources for their own story ideas.

4) Be professional, be prompt

Advisors need to understand the many challenges, such as working on tight deadlines and constantly having to find new story ideas, that reporters face. With that in mind, advisors should try to accept calls from reporters or at least return their calls promptly. Advisors should illustrate that they are sensitive to a reporter’s needs by starting conversations with a question about the journalist’s deadlines.

When being interviewed, furthermore, advisors should be straight-forward with reporters. An advisor should readily acknowledge if he or she doesn’t know an answer to a reporter’s question and offer to research the matter or recommend another source who may be able to help. After all, experienced reporters often get frustrated when sources waste time by speculating or guessing after being asked a question.

5) Understand what type of stories a reporter may want

Over time, advisors should get to know the subject matters that different reporters write about. That way, advisors can pitch new story ideas when being interviewed.

6) Be creative with press releases

Most advisors think about issuing press releases to announce hiring new staffers, completing acquisitions, or offering new services. Yet, many other topics are fair game for press releases. Discussing market commentaries, retirement savings trends, common pitfalls with social security and other financial planning topics can all be compelling content for press releases.