3 tips to position your fintech company for PR success

For founders launching a new venture in the fintech industry, public relations must be top of mind. In order to avoid common mistakes, young companies need reasonable expectations and strategies to capitalize on a launch. The most common misconception is that big-ticket publications are the only way to create buzz. In truth, the best way to gain traction in the media is to seed organic coverage. 

At the outset of a fintech company’s public relations journey, no outlet is too small. Coverage begets coverage, and one never knows how a mention or a quote in a smaller publication might be picked up and reposted. In order to position your fintech company for sustainable PR success, you should focus not just on the hottest publications, but also on trade magazines and industry publications that provide precision audiences.

These three tips can help a young fintech company pursue positive public relations by focusing on macro, micro, and targeted media coverage. 

Tip #1: Master fintech PR by starting with macro coverage

For “macro” PR, fintech companies should pitch their press releases to reporters at large-scale publications and look for opportunities to place the CEO and founding team in those outlets. Some of the best ways to make this happen are through guest posts, op-eds, and commentary opportunities. A guest post or executive quote in a key industry publication allows a CEO to share industry tips to showcase the knowledge and expertise of the company without overt marketing and provides an opportunity to get the company name in front of more readers while linking back to the company website.

Commentary opportunities arise when journalists or reporters need insightful quotes about a niche topic for an article or news story. Fintech companies should look at developing relationships with reporters that cover their company’s “beat,” either by finding the writer on the publication’s website or by following them on Twitter. Companies shouldn’t be afraid to start a conversation with a journalist who covers their industry. Even if there’s no specific opportunity to provide a comment, reaching out and making the connection is the basis of any relationship. Communication with journalists is more satisfying (and effective!) if there is a human relationship, instead of treating that communication like a transaction. Journalists need stories, and they need expert commentary to provide depth to those stories. 

Coverage from one larger publication can trickle down to multiple outlets, growing coverage and putting a company’s name in front of more eyeballs. Organic coverage in even one top-tier outlet is worth more than multiple paid media mentions.

Tip #2: Leverage niche publications for micro PR success

Trade magazines and fintech-specific publications offer an opportunity for micro, industry-specific coverage that carries a bigger impact per reader than more general news sites. Niche financial or tech outlets may have smaller circulation but offer an opportunity to share news and opinions with a dedicated readership. When pitching a story or guest post to trade publications, fintech companies don't always have to aim for a full story on the biggest sites. Any mention in a trade publication promotes brand recognition and is good for SEO. 

When it comes to a press release, all coverage is good coverage. Low traffic doesn’t mean low benefit because getting a press release covered by a small but hyper-specific publication offers a depth of audience engagement not found on the front page of a general news site. One sector that is frequently forgotten by emerging fintech companies is the world of podcasts. Podcasts offer a unique opportunity to get in front of a well-curated audience. Nowadays, there are podcasts that speak to topics and professions with extreme specificity, and just like journalists, podcast hosts are always looking for new content. Relationships can pay dividends. Fintech startup founders should reach out to podcast hosts early – even before launch – to get on their radar and be booked as a guest. One great interview can lead to invitations to other shows.

Tip #3: Balance finance and technology for effective media outreach

News from a fintech company can be pitched to both financial and technology publications. Companies should look for ways they can speak to journalists in either vertical. CEOs shouldn’t be afraid to give broad commentary on the state of both the tech and financial industries at large. By being within the industry, a fintech CEO is positioned as a natural authority on it, and especially an authority on what it takes to launch a fintech endeavor in the current climate. A company is only as authoritative as it decides to be. If a CEO is uncomfortable in the limelight, commenting or writing on a topic, other leaders on the team can share their own expertise. Anyone in the C-suite has a valuable role and can serve as an authoritative expert from their perspective.

Build sustainable PR with macro and micro strategies

Increased visibility is essential for any startup company because that which can’t be found can’t be funded. Public relations is a way to ensure that a company is both findable online and credible. Being mentioned in news stories, articles, and interviews establishes that authority. Having announcements covered by industry publications – both large and small – shows a fintech company’s awareness of varied audiences and relationships worth pursuing. Both of these lead to greater investor interest and a higher level of credibility in the industry, positioning a young fintech company for long-term success. 

Start implementing these proven PR strategies today and position your company for long-term success. Need expert PR help? Contact us for a tailored PR plan that fits your fintech’s unique needs.