How much should you spend for public relations?

At least $3,000 - $6,000 per month is the price of entry for establishing your financial planning firm in the world of public relations.

That seemed to be the consensus on the "Reaping Benefits from Working with the Media" webcast by Investment News on July 11. The webcast featured three financial planners:

• Karen Altfest, v.p., L.J. Altfest & Co.
• Vern Hayden, president, Hayden Financial Group
• Don Schreiber, president and CEO, WBI Investments

What's been your experience with hiring PR expertise? Do you have any advice for others looking for media exposure?

By the way, in a recent article, Altfest says:

• “The keys to working with the media are to be available as a resource, not to demand anything, and to recognize that you are a financial planner, not a rock star.”
• “Be patient, get to know who is out there in your field, and start by establishing a presence in local media.”
  

"L.J Altfest & Co.: Building a Practice through Public Relations, Niche Marketing, and Proprietary Financial Planning Methodology" appeared in Advisor Perspectives.