PR Tips for Finance Experts

If you’re in the finance industry and you want to take your talents to the media, being available and connected to the news cycle is the quickest way to get quoted or to get some airtime. If there is a particular publication you hope to be mentioned in, follow it closely and become familiar with the topics that get covered and those that do not.

Here are a few tips to help you get started.   

1. Carve out a niche

To many, the word “finance” can be triggering and to media “finance” is a broad topic. To make yourself appealing to both the public and the media, I recommend finding and pitching your niche. By being specific about your expertise, it will make any pitch more focused and appealing, and it differentiates you from your competitors. Nailing down a niche based on your values and interests can lead to higher conversion rates among people who share those same values and interests. If you’re unsure of what your niche should be, think about your expertise and passions.

2. Show your personality

The finance industry has a reputation of being, well, dry. If you want to be a media darling, you’ll need to show your passion and knowledge in a fun, honest and interesting way. If you’re looking to book TV, radio or podcasts, it’s very important that you have personality in your voice and your delivery. This will also help the audience trust you. Remember, likeability is essential in order to resonate with audiences (unless of course you’re Gordon Ramsey, but I digress). And when talking to real people about money, showing empathy and humanity is a powerful tool.

3. Build your media network – finance is always timely!

Finance is one of those topics that is always timely, which gives you ample opportunity for press coverage. Each and every traditional media platform needs several finance experts to use on a rotating basis on various topics, often last minute. As you build your media network, let them know that you are interested in being one of those experts and which topics you can speak to.

Once you’ve established some media relationships, you’ll want to keep nurturing them. Check in every few months to pitch a story and see if they could use you. And don’t forget about the cancellation list. Broadcast media always receive last minute cancellations so let them know you are prepared for a last-minute request – you’ll earn some bonus points and likely further coverage, which can significantly bolster your business.