Equity Trust Company

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It’s never easy to publicize a client in top-tier media, but a newsworthy pitch can succeed. It also takes research to identify the most appropriate reporter, persistence and a great deal of follow-up. When Equity Trust wanted to publicize its clients’ efforts to use their self-directed IRAs to do good deeds in their community, we suggested that a targeted pitch would be more effective than a press release. One result is this story in The New York Times.