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    Or, sometimes they frame it as, “Who do I need to know i
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    Almost every day, I hear the same question, over and over, from motivated, well-meaning financial planners who want to use publicity in their marketing mix. It goes something like this:

    “Who do you know in the media? (Or, sometimes they frame it as, “Who do I need to know i

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    r, from motivated, well-meaning financial planners who want to use publicity in their marketing mix. It goes something like this:

    “Who do you know in the media? (Or, sometimes they frame it as, “Who do I need to know i

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    ant to use publicity in their marketing mix. It goes something like this:

    “Who do you know in the media? (Or, sometimes they frame it as, “Who do I need to know i

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    ething like this:

    “Who do you know in the media? (Or, sometimes they frame it as, “Who do I need to know i

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    Or, sometimes they frame it as, “Who do I need to know in the media?”) Can you get me publicity?”

    My answer is always the same. Who you know in the media is only half the game. And it’s the easier half.

    I'm a former newspaper reporter, and am on a first name basis wit

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