Eric (Beyond Your Hammock) comes back on the show to share more strategies and techniques that he uses to maintain his firm's operations and have his work with the press compliment his work with clients.  Part 2 goes further into his "value first" technique when working with the press. Eric talks about how he works with press inquiries.  How he sorts through them and responds in 5 minutes or less.  How he identifies what is worth sharing. He identifies what types of relationships he is looking for and what he expects from his interactions with the press. He shares how he has found and used the different channels with the press.  He identifies which ones have been fruitful and which ones have been way too much work.  He shares his strategy how he identifies which opportunities to pursue to maximize his interactions with the press and how he only spends about five minutes, at most, on each opportunity. By working with the press Eric is able to tap in more deeply into his target market, millennials. There are a number of ways his work with the press creates referrals and helps him build his business. Occasionally a client might find him from a press mention but the overall strategy has to do more with brand management. When a prospect tries to find Eric his authority is supported by his public appearances. He also gets referrals from other planners who talk to millennials that aren't a good fit for their firm but are perfect clients for Beyond Your Hammock.