What do Fintechs need from PR?
Fintechs often have multiple PR needs at the outset.
Build credibility with investors
Build trust and awareness with potential customers
Build the brand in the financial services community
Build advocates and relationships within the Fintech community
These separate PR challenges need to be simultaneously addressed for any fintech to achieve its goals of investment and building a successful brand quickly.
In this section we look at how you can achieve this
Start with an audience mapping exercise.
Section 1. Building your key corporate messages:
Firstly, start by answering these key questions about your new venture in simple sentences.
What is the vision for the company?
What is the core of your offering and how you help companies?
What is the problem you are solving?
What are the key features, advantages and most importantly, the benefits of your offering?
How does your company compare to what is already on the market?
Why should you be taken seriously?
For each of the answers to the questions you then need to add proof points (ie. The stats and data) that back up your claims.
‘Proof-points’ are used to underpin your company’s core messages.
For example, when looking at the ‘problem you are solving’ you should consider the big stats around the issue.
The above will be the basis of your corporate story and why the media should write about you.
Once drafted these key points can be used across all content and be the basis of your company description for use with the media.
Section 2. Notes to editors
Along with the wording above you will need to provide the media with the background details of your company.
The names of the founders
The year the company was started
A sentence or two on what your company does
Who should they get in contact with for further information?
A link to the website address
Section 3. The PR Strategy
Once the corporate messages and notes to editors have been written the next step is to consider the PR strategy. One way to do this is to set objectives for what you need to achieve as outlined at the beginning of this section.
Create a better understanding, greater awareness and clearer differentiation of a company
Drive awareness and consideration of a company with target audiences
Increase share of voice and establish a company as front of mind with key audiences
Positioning it as thought leaders in the industry
Section 4. Creating stories
Once your messaging and strategy has been agreed, the next step is to focus on creating great campaigns that will give an organisation the opportunity to communicate key company messages, expertise and depth of knowledge in a powerful way. With the right distribution strategy it will allow it to gain a meaningful share of voice in a crowded and often confused space.
To begin you will need to do some research
Once you have the ideas you can develop the content for your audience and the specific channels
Supporting assets e.g. film to support each topic
Prepare spokesperson via media training session
Toolkit for marketing and sales professionals in each market including relevant visual materials.
Deliver content via a combination of multiple channels, including traditional media, owned media
Feedback and KPIs are important.
Collate feedback and responses in order to tweak future ideas.
Set KPIs and expected outcomes. For example:
Increased share of voice vs agreed competitors
Greater recognition with target audiences
Key messages evident in media relations activity
As part of this phase you should also look at the reputational risks that your company might face. (most companies have a behavioural problem not a communications problem). Reputational risks will be covered in a separate section.
© The PR toolkit content is copyrighted to The Finance Talks