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

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

K-Marketing and Practice Management

Marie Swift & Panel

Published: 11/11/2021

Part of the NAPFA 2021 Playbook Series sponsored by Allianz Life. This is a recorded webinar from November 11, 2021.


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.

Pam Krueger, Executive Producer, Co-Host and Creator of the MoneyTrack series on public television, and author of The MoneyTrack Method: A Real Person’s Guide to Successful Investing (Wiley, 2008), brings her knowledge and can-do attitude to viewers nationwide, educating the public on exactly what works and what doesn’t when it comes to investing. In 2009 and 2010, Pam received two Gracie Awards for Outstanding Producer of an Entertainment Series on Public Television from AWRT (American Women in Radio & Television). Recently, Pam launched to help viewers find, vet and connect with qualified, fiduciary advisors. She is currently co-host of the Friends Talk Money podcast. Follow her on Twitter: @PamKruegerTV

George Moriarty has been a financial editor and journalist since 1997, working in print, digital, audio, and video. On Nov. 8, 2021, he will join Axios as Senior Editor, Axios Pro. Prior to Axios, George was Chief Content Officer at InvestmentNews, Editor-in-Chief at Seeking Alpha, Editor-in-Chief for Online Platforms at Merrill Lynch Global Wealth Management, Co-Executive Editor of, Editor of Investment Dealers' Digest, and Managing Editor of's Follow Axios on Twitter @axios

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.


1 NAPFA CE in K – Marketing and Practice Management will be posted in your NAPFA CE record after watching this recording.

After purchase, you may access your recorded course under the My Webinars link on your My Account page of the NAPFA website for the next 90 days.