Lots of people have asked me over the last twelve months how they can boost the profile of their organisation and get more coverage in the press (you'd think they'd ask an expert!). Things get interesting when you reply by asking them what their marketing strategy is and which publications are read by their target audiences.
Answers range from “we haven’t got it documented” or “it’s this and that really” to “we don’t have one”. If you don’t know the answers to those two questions, trying to raise your company’s profile could be a bit difficult. This got me thinking – just how good are advisers collectively at PR and marketing their firms. I think the answer is that some are really good, some are ok, and some haven’t really thought it through properly. They are after all first and foremost financial advisers – not marketing experts. Its tough enough being an adviser AND having to run a business at the same ti...
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