Talking with Reporters
post # 340 — March 28, 2007 — a Careers, Client Relations post
Yesterday (March 27, 2007) I was (briefly) quoted in the Wall Street Journal in a story about whether or not your spouse is a good person to turn to for career advice.
But this blogpost is not about the content of that story. Itâ€™s about talking with reporters.
Iâ€™m a great believer in doing it out of courtesy, but unlike many of my professional firm clients, I donâ€™t believe getting quoted is a particularly powerful marketing tactic. Yes, it was nice that my name appeared in print, and also that it was mentioned in passing that I was the co-author of The Trusted Advisor.
But experience has taught me that being quoted like this doesnâ€™t really help promote my business or affect the likelihood of me getting hired.
Yet many financial service firms, consulting firms, accounting firms, law firms and so on spend quite a bit of time trying to get press coverage in places like the WSJ. Why? Is it really worth the effort and the money?
Iâ€™ll grant that a story ABOUT me might be powerful, but I have been lucky to have had my share of those, but it would be very hard to identify even a single enquiry hat came from press coverage. My family like to keep track of my clippings, and, embarrassing but true, I (still) get personal gratification from seeing my name in print.
But I think the marketing benefits of talking to journalists, and press coverage in general, are way over-rated for professional businesses.
Do you agree or disagree? Is there any hard evidence one way or the other?