As I wrote in my previous blog post, “5 Ways to Get Media Attention,” if can be difficult—although certainly not impossible—to get positive media coverage in today’s viral video world. With that in mind, I outlined some tips to get you started, ranging from being polite and persistent to getting noticed in your local community. Now that you’ve had some time to think about how you might boost your credibility with these select marketing efforts, here are even more ways to get the media attention you need to gain visibility, develop relationships with key media contacts, and position yourself as an expert in your field.

I could say “dress up like a clown” and you’d have more attention from the media—and your firm’s Compliance department—than you could handle. I think this illustrates a valid (and somewhat sad) point in our viral video world: It takes work to get positive media coverage but next to no effort at all to gain the opposite. Reporters are pressed for time and can’t cover every story that crosses their desks. They’re competing for clicks over an ever-expanding list of alternative news sites/sources, and there is limited space in print issues, which continue to shrink, are merged with sister publications, or are eliminated altogether. So, in today’s world, what are the most effective ways to get media attention?

Creating the kind of press release that showcases your brand and business acumen can go a long way toward helping you garner the kind of media attention you want. But where do you begin?

In my role at Commonwealth, I aim to generate consistent, positive media coverage as part of our company’s overall marketing strategy. When we have news to share—whether it’s a new program offered by Practice Management, the latest enhancement to our 360° suite of tools, or our home office ranking on a local “Best Place to Work” list, I work with our teams to develop press releases that enhance our brand and highlight what differentiates Commonwealth—what makes us “newsworthy”—as clearly and succinctly as possible.

I occasionally receive calls from advisors who are curious about getting exposure in newspapers, magazines, television, and other media. Many want to know, "Can financial advisors use PR to boost credibility?" The answer is yes, for some—but embarking on a PR campaign certainly isn't right for everyone.