21 Jan Welcome to the New Financial PR
By Mark Rose
Content creation + distribution = PR for lasting impact
Most finance companies by their nature produce steady streams of valuable content – market research, investment analysis, economic forecasts, etc. This is valuable intelligence that advisors, investors and asset managers crave. How do you get it to them?
In the old days (5 years ago) you might send a letter or an email. These days finance companies have myriad opportunities through the web to distribute content that precisely targets their audience. The impact is immediate and long-lasting. Content that lives on the web increases in value over time as it is cross-referenced, searched, and accessed by a growing audience.
Most of the time, these distribution channels are free. You need to know how to identify them, access them, and track the benefits.
Welcome to the new financial PR
In this equation (content creation + distribution = PR for lasting impact) the first part, content creation is the most difficult. Can you add value to the conversation about the markets, investing, the economy? If so, it’s valuable to content that could be of interest to the media and your target audience. Then it becomes a matter of packaging and distributing that valuable content.
If you are producing, let’s say, sector or stock analysis it needs to be packaged in way that can live on the web. There are many possibilities for distribution: It can be packaged as a digest to the media, adapted for a blog post, sent in a weekly newsletter update, delivered via RSS main stream publications.
Public relations in the digital age is about content marketing. Even media coverage is content. Especially media coverage.
At Finsquared we see no conflict between the traditional (media coverage, editorial, through leadership) and the new (social, RSS, blogs). In fact, you need have to have expertise in the traditional and digital to be effective today. And you need to be able to integrate the old and the new specifically for each client assignment.
We take it further. We see through the entire “first impression” to “closing the sale.” We are a group of accomplished public relations and marketing professionals who are focused on the bottomline for financial and fintech clients.
If we can’t answer the question: How does my investment in Fintech positively impact the bottomline, then we can’t see a reason you would retain us.
That’s revolutionary for public relations in general. For financial PR, it seems like bottomline accountability should be required.
Curious? Let’s arrange a time to talk: firstname.lastname@example.org.