Dear Dorothy. My story ideas ‘suck’, says my PR person. They’re very polite when they tell me that I don’t know a good story from a product-flog. I know that my PR person thinks my stories suck … the PR people fall asleep in the meeting that THEY are supposed to be running, and I’m left all alone, wide-awake.
Dear Sleepless In The City,
There, there, dear. Naughty PRs for saying they’d rather watch paint dry than listen to your product ‘story’. Tell me the story.
OK, I’m listening … uh huh … hmmmm … er, yes … … …
Sorry, dear. Wozat? Must have dozed off.
OK. Let’s start again. Gimme blood. Gimme violence. Gimme great big dobs of excitement hanging off the ceiling.
So, you’re launching an active ETF gizmo. So is everyone else. I’m just gonna put on my Ray-Bans and catch some zeeeeez in my chair.
Huh. Wozat you say. Ben Bernanke tips that Quant Easing III will shatter investors’ confidence in fixed-income and therefore active ETFs are THE silver bullet to fund people’s retirement until they’re 150.
Whoa. I am awake. I am sitting up. I am listening to THIS story.
Now we have an intro par: US Fed chairman Ben Bernanke says QEIII easing will shatter investors’ confidence in markets and so they must look to active exchange-traded funds to give double-digit returns which are low-risk and low volatility.
My eyes are wide open. In fact, I am looking for the second par.
But, ah, dear reader. For that, you will have to wait until next week.
Philippa Yelland, newsroom editor and story development. Chris Hocking Strategies: SMSF and financial services public relations. Sydney based with clients nationwide.