Have you ever been interviewed for an article, television program, or podcast only to discover that you were not included in the finished piece? It’s a common issue in the wealth management media sector.

This article explains what you must know to make the biggest impression possible in the financial media and ensure your wealth management firm earns bottom-line benefits from your media exposure.

Understanding Financial Services Industry Media Dynamics

Understanding why you may — or may not — appear in an article, video interview, or podcast is crucial.

Publications and other media types often have strict word or time limits, which could cause material to be cut. Editorial decisions can also change the focus of a piece during the writing or editing process, preventing your insights from being used.

Timing plays a crucial role, too, as breaking news can displace planned content. In a 24/7 news cycle, your perspective may be one of many similar viewpoints, making it harder to stand out. Even technical issues, such as poor interview audio or video quality, can render comments unusable.

These challenges aren’t reflections on your expertise but rather the realities of the media landscape. Understanding them can help you fine-tune how you partner with the media and manage your—and your firm’s—expectations.

The Long-Term Benefits of Financial Media Engagement

Despite occasional setbacks, consistent media engagement offers many benefits for asset managers. Regular media presence can put your firm on potential clients’ radars, attracting new investors. Mentions in reputable publications read by your investors enhance visibility and build brand awareness. It can also help build authority in online search. Sharing your insights positions you as an expert and thought leader.

Media coverage is not just about visibility. It’s also about recognition. Being quoted in respected outlets lends external validation to your expertise, which can be more potent than any self-promotion. This coverage provides valuable content for your sales and marketing teams to leverage in their efforts.

Think of public relations as a long-term strategy. Even though every interaction may not result in immediate coverage, each builds relationships and positions you as a valuable resource for future stories. To maximize these benefits, consider the following strategies for success.

Actionable Strategies for Financial Media Success

• Be Concise and Quotable: Focus on offering clear, impactful insights that content creators can easily incorporate into their pieces. Learn to distill complex financial concepts into concise explanations. Prepare and practice delivering key messages that reflect your firm’s expertise and unique perspective. This skill is invaluable for media interviews and will increase the likelihood your insights will be included in the final content.
• Be Responsive: When a journalist reaches out, respond promptly. Quick, thoughtful responses can differentiate between whether you are quoted or left out. Be accessible by providing multiple ways for people to reach you, including phone, email, and text. And be prepared to respond outside of regular business hours to breaking news.
• Be Engaged: Follow up with additional thoughts or data points after interviews. This demonstrates your commitment and may provide crucial information for the story. Consider asking content creators if you could do anything to make their job easier next time. These practices help build strong relationships with them, treating these interactions as valuable professional connections.
• Be Consistent: Consistency is critical. While a brilliant interview might get you noticed, a steady stream of insightful commentary will establish you as a trusted voice in your field. After each interaction, whether or not your comments make it into a piece, reflect on the experience and look for ways to improve your media engagement.

The Value of Persistence in Approaching Financial Media

Public relations is a long-term endeavor. Each interaction with a journalist, interviewer, or podcaster, whether it results in immediate coverage or not, contributes to your firm’s visibility and credibility. These efforts support your entire business ecosystem.

• Your sales team gains valuable third-party endorsements to share with prospects.
• Your investors receive education from trusted external sources, reinforcing their confidence in your firm.
• Your market position strengthens as you become a recognized voice in your niche.

As your media presence grows, you may see a snowball effect. Journalists may start coming to you for comments more frequently. You might be invited to write guest columns or appear on financial news programs. This is the cumulative result of your consistent public relations efforts.

Your Path to Public Relations Success

For asset managers, effective public relations can be a powerful tool for growth and differentiation in a competitive market. By understanding the media landscape, consistently engaging with journalists and other content creators, and focusing on providing valuable insights, you can increase your chances of meaningful media coverage.

Every interaction is an opportunity to showcase your expertise and build valuable relationships. Stay focused on providing unique perspectives, be responsive to media requests, and maintain a consistent presence. With time and effort, you can establish a strong media presence that enhances your credibility, attracts investors, and supports your overall business objectives.

A well-executed public relations strategy can set your firm apart in asset management, where trust and expertise are crucial. Embrace the challenge, persist through setbacks, and let your unique insights shine. Your path to public relations success starts with your next interaction.

Ready to ensure your insights make the cut? If you’re prepared to increase your chances of being in the news, build stronger relationships with journalists, and elevate your firm’s visibility and recognition in a competitive market, schedule a free strategy session with us today.

Dan Sondhelm is the CEO of Sondhelm Partners, a firm dedicated to helping boutique asset managers grow their businesses, strengthen institutional credibility, and build influential brands.