All media interviews ARE created equal...?

by Bob Tebeleff

"Bob, I just don't have the time to talk to that reporter. I'm just overwhelmed today."

After 10 years in the business, I understand where this fund manager is coming from. His primary job is to manage money. But my job is to push back when necessary to help him communicate with investors in a timely manner.

This is what I tell him:

Attracting and retaining assets into a mutual fund can be done by taking the time and commitment to communicate with the media. Only you can position yourself as a ligitimate money manager who is often quoted and featured in the news stories.

All interviews are created equal. Make yourself a valuable resource. A sort of “go to” person for the financial media. Every print and broadcast interview needs to be taken seriously, because you never know where it can lead. Once you have established yourself as a credible resource, a reporter will come back to you in the future. The buzz about you and your fund will then grow. Each interview speeds up the process of being discovered. Each interview positions you as a member of the financial media fabric. Even if your performance is good, public relations helps you get noticed. And, because of the huge turnover among journalists, the junior cub reporter at the local paper one day may become a senior reporter at a “prestigious” publication the next day.

Just as important, journalists do check out what’s being written by other journalists. They look for trends, ideas and “experts” who continue to be interviewed. While reporters are always looking for new stories, it is not surprising that many reporters end up writing about similar subjects. Find a reporter that you can mentor. Be patient and explain simply your view points while weaving in your messages when you can. The ultimate goal is that the reporter will reward you with an in depth article in the future. It may not happen immediately. Do not expect instant gratification.