NAPFA Webinar - Working with the Media: How to Endear Yourself to (or Alienate) a Journalist

When:  Nov 11, 2021 from 04:00 PM to 05:00 PM (ET)

This is part of the NAPFA 2021 Playbook Series sponsored by Allianz.

Panelists: Gail MarksJarvis, Taylor Tepper, Liz Weston
Playbook Emcee: Marie Swift, Impact Communications
1 NAPFA CE in K – Marketing and Practice Management
Member: Free; Non-Member: $39


Being quoted by a respected journalist in a prestigious publication can differentiate you from other financial planners who may not make the grade as the outlet’s vetting process unfolds. When you are seen as a source in media articles, the perception is that you are a more credible expert than a competitor who is not regularly quoted. Plus, being seen on a high-ranking website can significantly improve SEO (search engine optimization) factors for your firm and make you more visible online.

How do you endear yourself to a journalist so that you are more apt to hear from them again in the future? Are you inadvertently creating situations where you may never be quoted initially or, gulp, ultimately ruled out for future storylines? Get these questions answered and more in the Q&A session with three nationally known journalists and a PR pro who will explain how to improve your chances of becoming a regularly quoted media source.

Learning Objectives:

  • Find out what financial journalists typically need and look for in a source.
  • Learn how to increase the odds that you will be quoted when numerous sources are vying for the journalist’s attention.
  • Understand why a journalist is more likely to come back to you for additional comments in the future.
  • Discover how to amplify the media attention you get.

Speaker Bios:
Gail MarksJarvis is a financial journalist, best-selling author, speaker, and TV commentator. Prior to her current status with Barron’s, where she covers retirement planning, she wrote for Reuters, USA Today, NPR’s MarketPlace, and KnightRidder. In addition, she was a syndicated Chicago Tribune financial columnist for thirteen years. She has been named "Best Financial Columnist" by Northwestern University's Medill School of Journalism and has received seventeen other journalism awards for her work, including a National Clarion Award for human rights reporting. Follow her on Twitter: @GailMarksJarvis.

Taylor Tepper is a writer at Forbes Advisor where he covers “all of that personal finance stuff.” Prior to Forbes Advisor, Taylor was a senior writer at Wirecutter Money, a division of The New York Times, and a staff writer at Money magazine, where he mainly covered investing and won a 2017 Loeb award, among other prizes, for delving into the financial costs of mental illness. He’s been published in Fortune, NPR, Bloomberg, Newsweek, Tampa Times, and Bankrate. Follow him on Twitter: @TaylorTepper.

Liz Weston is NerdWallet’s personal finance expert. She’s a Certified Financial Planner® and author of five money books including the best-selling "Your Credit Score." At NerdWallet, she helps provide clarity for all of life's financial decisions. Her weekly syndicated Q&A column, which appears in the Los Angeles Times and other papers, gives straight, clear answers. Her work has been published by Reuters News Agency, MSN Money, Orange County Register, Seattle Times, and numerous newspapers in the USA. Follow her on Twitter: @LizWeston.

Playbook emcee, Marie Swift, is founder and CEO of Impact Communications, a PR and marketing communications firm that has worked with a who’s who list of financial advisors and industry thought leaders. Over the course of her 30-year career as a consultant, coach and mentor, she has become a thought leader in her own right. In 2021, Investment Advisor magazine dubbed her a ThinkAdvisor Luminary, Class of 2021. Follow her on Twitter: @MarieSwift.