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The Difference Between a Financial Planner and a Day Trader

Posted by Matt Kucharski on March 23, 2008 at March 23, 2008 12:43 PM

I'm proud to be a public relations practitioner, but I do have to admit to occasionally wishing for a secret identity when I see some people passing themselves off as members of my chosen field. The ones who make me reach for the fake nose and dark glasses treat journalists like telemarketing targets during the 6 p.m. dinner hour and think nothing of representing clients starved for attention but with no regard for building long-term positive reputations and brands. Our own industry is at fault -- with vaunted publications like PRWeek and PRSA's Tactics magazines actually giving these half-wits credence.

If your client hasn't done anything to warrant receiving positive attention -- either through the media or otherwise - maybe it's your job to advise them on what they should be DOING -- not what they should be saying.

Let me make it clear -- a publicist is to a public relations professional what a day trader is to a financial planner. They scarcely belong in the same field.

An article from our Lumin Collaborative partner Steve Cody of Peppercom in a January issue of Bulldog Reporter did a nice job of laying it all out there. In this "dis-intermediated" media environment -- where a great deal of the information generated by companies appears online without vetting by real journalists -- we as public relations professionals need to have even more discriminating news judgment than ever before -- and have the guts to tell our clients the same.

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