Table of Contents
Key Takeaways
- Define your core message before chasing media attention.
- Treat visibility as an ongoing strategy, not a one-off moment.
- Share and repurpose media coverage across all platforms.
- Use LinkedIn to tell your story, not just post announcements.
- Approach interviews with the same prep as a client pitch.
Why Startups and Financial Services Must Prioritize PR Strategy
Until it comes to public relations, startups are frequently willing to invest in establishing trust. After that, the strategy becomes unclear, the PR budget gets tight, and someone chooses to “just handle it in-house.”
It makes sense. PR does not have sophisticated statistics like as ROI dashboards or click-through rates. However, that does not negate its power. When done correctly, public relations (PR) may be one of the most powerful instruments for establishing a company’s brand, particularly in industries where reputation is crucial, such as financial services, startups, or other professional services.
The issue is that most businesses don’t know how to take advantage of public relations. Here’s how to alter it and make your efforts yield significant outcomes.
Define Your Core Narrative Before Pitching the Media
Think about what you want to be known for before you hire a PR team or pitch a story.
Sharp, self-assured viewpoints are the foundation of the most successful PR campaigns. One of my clients, a wealth manager with a devoted clientele, began using the straightforward yet memorable phrase, “Know what you own and why you own it.” His entire communication was filtered through that phrase. It served as the foundation for his website, social media posts, and media appearances. It also established him as an authority for publications such as Barron’s and InvestmentNews.
PR won’t help if your messaging is vague or general. A quote’s impact in a national publication depends on how clear it is.
Why Long-Term Credibility Outperforms One-Off Press Wins
The objective is to establish constant credibility, not to get quoted once. However, a lot of business owners consider public relations to be a one-time task. A single interview or article won’t be enough to change people’s opinions or bring in business overnight.
Rather, consider public relations as a sequence of incremental victories. Make it a habit to show up: Contribute professional thoughts when market news breaks, offer commentary on recurring financial subjects like retirement planning or estate management, and suggest novel angles that tie back to your specialization.
Related: 3 PR Myths Every Startup Needs to Stop Believing
Beyond the Click: How to Amplify and Repurpose Media Coverage
This is where a lot of businesses make mistakes: They receive excellent press, but they don’t share it.
There is more to a successful media campaign than meets the eye. Your amplification strategy is just getting started. In your newsletter, include a link to it. Post it with context and analysis on LinkedIn. Bring it up while speaking with potential partners or clients. One company I dealt with took a single quotation from Barron’s and used it to launch a month-long email and social media campaign, which resulted in two new, valuable referrals.
You’re losing money if you’re not making the most of your press hits.
Leveraging LinkedIn for Executive Visibility and Reporter Relations
The majority of founders and advisors use LinkedIn to share company news and sporadic thought pieces. That is a chance lost. One of the greatest resources for increasing visibility and fostering relationships in the financial PR industry is LinkedIn.
Provide commentary instead of merely reposting articles. Include your own perspective. Tag reporters whose work you respect and carefully read their articles. Just by regularly appearing in the comments, one of my clients developed a lasting friendship with an InvestmentNews reporter. My client was the first person the journalist thought of when he required a last-minute quote.
Related: 5 Affordable Ways to Do PR for Your Company
How to Master Media Interviews: Strategy Over Scripting
Getting a spot in the media is only half the battle. The other half will arrive prepared.
That being said, you do require a plan, but not a script. I always advise clients to know their top three messages, confidently return to them, and not be scared to reiterate them. Authority is developed through repetition. Additionally, it’s crucial to know when to stop talking. In media interviews, conciseness and clarity go hand in hand.
The most effective communicators make room for follow-up, introspection, and discussion rather than filling every void. That’s where the quote and the link occur.
Conclusion: Shifting from Promotional Noise to Strategic Influence
Speaking louder is not the goal of public relations. It all comes down to communicating with intention.
When done correctly, it provides advisers and business owners with a forum to impart their knowledge, foster trust, and develop their brands in a sustainable manner. To get there, though, you must think strategically; hone your message, be present frequently, and make the most of your visibility.
Make sure you’re investing in the clarity and consistency that PR demands if you’re prepared to make the investment. The real return is found there.
