For many financial services businesses, public relations is something that gets added when there’s a launch to promote or a crisis to manage. But PR isn’t just about getting your name in the paper, or keeping it out of one.
It’s one of the four core communications pillars we call the Fab Four – alongside your website, newsletter and social media – because it builds visibility, shapes perception and reinforces trust over time.
In this post we unpack what PR really is and why it deserves a more permanent place in your communications strategy.
1. PR is about perception
At its heart, PR is about how your business is perceived by clients, referrers, journalists, stakeholders and the public. Done well, it helps you:
- Build trust
- Reinforce credibility
- Create familiarity
- Support your reputation
And unlike advertising, it does all that with the added weight of third-party endorsement, which makes it feel more credible and organic. That third-party credibility is especially valuable in financial services.
2. It’s not just about media coverage
Yes, being quoted in the media matters, but PR includes much more than that. It also covers:
- Guest articles and opinion pieces
- Thought leadership
- Podcast interviews
- Speaking engagements and panel appearances
- Award wins and industry recognition
- Partnerships and community involvement
All of these contribute to your public profile, especially when they align with your brand positioning and show you understand your audience’s needs.
For example, a podcast interview discussing trends in ethical investing may be more influential among certain clients than a national media story. It’s about matching the channel to your audience.
3. You don’t need a crisis or campaign to use PR
Many businesses treat PR as something to “switch on” when they have something big to announce, or when something goes wrong. But the most effective PR is proactive and consistent. Sharing useful insights. Responding to relevant news. Participating in industry conversations.
Even low-level visibility helps build your “recognisability factor” – so when a key client, referrer or journalist hears your name, they already associate it with credibility. And if a big opportunity or issue does arise, your reputation groundwork is already laid.
4. Messaging matters more than media lists
Strong PR starts with:
- Knowing your key messages
- Articulating your point of view clearly
- Understanding what journalists and audiences value
- Being prepared to communicate with confidence and consistency
You don’t need a massive media list to make PR work. You need a clear message and something to say.
We cover all of this in our media training where, amongst many other things, we help clients develop and convey clear, repeatable messages. That preparation not only helps in interviews, it strengthens all your external communication.
5. PR supports the rest of your Fab Four
PR doesn’t sit off to the side. It powers and is powered by the rest of your communications strategy.
- Your website should feature links to media mentions, speaker bios and expert commentary
- Your newsletter can share links to interviews, press clips and PR wins
- Your social media can amplify your PR content and drive further engagement
It’s not about creating more content. It’s about making your existing content, insights and activity work harder across all channels. When the Fab Four are integrated, PR becomes a lever for reputation growth, not just a box to tick.
6. It builds confidence, not just coverage
One of the less talked-about benefits of a consistent PR strategy is the internal confidence it builds – and confidence is almost a pre-requisite to business success. It also strengthens your positioning during business development conversations. When potential clients or partners notice that your business is actively contributing to important conversations in your profession or industry, your reputation and that of your business grows.
In a nutshell…
PR isn’t just a publicity tool, it’s a visibility and trust tool. It helps shape how your business is seen, recognised and talked about. And when done with intention and supported by the other elements of your Fab Four, it becomes one of your most valuable business assets.
You don’t need to wait for a perfect headline. You just need a clear message, a bit of structure and the confidence to start.
Are you PR ready?
Not sure if you’re media-ready? Download our handy checklist to assess your PR readiness. If you’re not ticking every box, you’re not alone – and we’re here to help
Need help finding the PR potential in your business?
At 64 Media, we help financial services professionals get the attention they need, with or without a media splash.