"Expect That You May be Misquoted" by Beth Chapman

Expect that you may be misquoted. The e-mail outline of what you thought you said may help avoid this, but never entirely. Keep in mind that on day two after the article appears, most people will only remember that you were smart enough to be quoted, not what you said.

It is not at all uncommon to be interviewed and not quoted. This happens all the time. Most common is that you can see your thoughts in the substance of the story, but there is no attribution. There is really nothing to do, except if the same reporter calls again, make it clear that you hope to be quoted, because you were not the last time. It is also not uncommon not to be quoted if you are new to the reporter as a source. Sometimes you have to "earn" your quotes through several interviews. No reporter deserves more than two interviews without a quote.

The attribution may be incomplete. If the attribution is garbled, last name only, no company name, or no town, that is correctable and the reporter will likely accede to your request that your proper attribution be printed in the newspaper or magazine’s next issue.

Despite all the do’s, don’ts, and pitfalls, working well with the media is an important tactic to build the reputation, referrals and revenues of your firm.

Got questions for PR expert Beth Chapman? Post them as a "Comment" below.

Visit the SusanCFA blog again next week for more do’s and don’ts of working the media and suggestions for overcoming likely pitfalls.

Beth,

I have a question on my own behalf.

Is it worthwhile for me to send out a press release to my local newspapers about my becoming a member of the CFA Institute's Speaker Retainer Program? If so, do you have any advice about how I do that?

Here's how the CFA Institute describes the program: “The CFA Institute Speaker Retainer Program was developed to aid CFA Institute member societies in finding exceptional speakers for their educational events. The program is comprised of a select group of individuals who have volunteered their time to educate members of the investment profession.”

In essence, the CFA Institute would reimburse my expenses to deliver my presentation on "How to Write Investment Commentary that People Will Read" to the Institute's societies. I was selected because my presentation got excellent reviews when I delivered it to the Providence Society of Financial Analysts.

Beth Chapman said...

Most news outlets would characterize the announcement of your joining the CFA Institute's Speaker Retainer Program as a "What's Happening" and group it under promotions and new jobs, if at all. It's actually not the best place to put such information. An announcement is limited thinking in how to promote the accomplishment. I would skip the newspapers completely. Instead, I would send a letter to the president of every financial services firm in your area and all of the CFA societies. For presidents of financial firms, it should read something like the following, although given this topic, you will have better suggestions:


Dear Mr. President:
Ever wonder how you can spice up your investment commentary? The CFA Institute, granting body of the Chartered Financial Advisor designation, has granted me membership in their speaker's bureau based on my presentation "How to Write Investment Commentary People Will Read."


I cover, topic, topic, and topic and engage your communications staff in dialogue about making a dull subject come alive for the reader.


I can write commentary your clients will want to read or train your firm's writers. Call me about taking a new look at how you can do a better job of reaching your audiences.
Sincerely,
Jane Doe, Chartered Financial Analyst (CFA)


Now for the program chairpersons of the CFA societies.


Dear Program Chairperson, CFA Societies:


It was a big hit in Providence! I presented a program "How to Write Investment Commentary People Will Read" to the Providence Society of Financial Analysts. As a result, I was invited to become a member of the CFA Institute's Speakers Bureau and the Institute will reimburse my expenses to come to your Society to deliver this program.


Analysts are always asked to write and for many with a quantitative bent, this is difficult work. I can show your analysts the tricks of a writer's trade that can be used immediately. I discuss topic, topic, and topic.


Please contact me for more information.
Sincerely,
Jane Doe, Chartered Financial Analyst (CFA)


Speaking usually morphs into writing opportunities and writing opportunities can morph into more speaking. Both are an excellent way to showcase your excellence before the appropriate audiences. Add your membership to the speaker's bureau to your resume and add it to your web site and blog. I would skip sending this information to your local news outlets. They are not the audience that really cares about the message.