Many financial planners are interested in becoming ‘go to’ resources for journalists but aren’t clear on how to get started. The problem is that in order to become a resource for journalists, you need to proactively engage them so they know who you are, your areas of expertise and how you can help them do their critical work.In this virtual session, you and other members of the FPA Latino Knowledge Circle will learn how you can pitch journalists effectively so you can forge potential relationships that can pay off for years to come. You will learn how to identify good story ideas, how to develop story pitches and how to leverage the relationships you develop. We will also explore the current state of Spanish-language media to identify ways that financial planners can support their efforts to report on personal finance issues for their audiences.With more than 20 years of public relations experience in financial services, non-profit, and government, Ben Lewis is able to use his experiences to help FPA members and the financial planning community learn how they can build long-lasting relationships with journalists. Prior to becoming the Director of Public Relations for FPA, Ben consulted for dozens of advisers and organizations across the country and operated a boutique public relations agency called Perception, Inc. from 2002 to 2010. He is also author of Perfecting The Pitch: Creating Publicity Through Media Rapport, which was released in 2007.