Financial advisors are often their own worst enemies when it comes to fostering long-term, mutually beneficial relationships with the media. Here are their biggest mistakes:
1. Non-responsiveness. "I'll return the call when I can." Not responding to the media is the kiss of death for a reporter who is always on deadline. The first person to respond to a reporter's call is likely to get placement closer to the top of the story, making it less likely their comments will be cut if space is tight.
2. Prevaricating. "I don't know the answer, but I'll make something up." When a reporter finds out that your comments are not accurate, you will be eliminated from their source list forever.
3. Failure to refer or offer help with hypotheticals. "Sorry, I can't help you," is not an acceptable answer. You can help because of your extensive network of colleagues, and your willingness to run hypotheticals can save the reporter hours of time and earn you a gold star on the source list.
