Telling your story amid a hectic financial media environment
Whether you’re the founder of an upstart ETF issuer or the CMO of a massive RIA firm, today’s increasingly high-volume, fast-paced media environment presents a plethora of credibility-building opportunities to share your story that you cannot afford to ignore.
Given the deadline-driven nature of their jobs, finance reporters are often in a fury to put together stories. ETF managers, asset managers and everyone in between have an opportunity to showcase their thought leadership and insert their narrative during breaking news events, earnings season and other quick turnaround media opportunities. To ensure you are ready for these openings, working closely with your media relations team and spokespeople to develop a customized strategy that works best for your firm is key.
Here are a few tips to help you tell your story in stride and keep up with the momentum of the media:
Don’t sit on the sidelines
Spokespeople should take advantage of opportunities to convey their key messages and be ready to act fast on the news. During earnings season, reporters are working to get first reaction stories out quickly, so if you want a chance to be included, you must be ready and available to talk. For instance, a technology investor should be ready to react quickly when Microsoft or Apple announces their earnings or releases a major new product. Reporters and TV producers often rely on major news events of the day to drive their coverage, so use the momentum of the news to your advantage to communicate your objectives. As with all interviews, preparing a few key points ahead of time will set you up for a productive discussion with a journalist.
Remember your core message
Interview opportunities are completely what you make of them. You can either strictly discuss a company’s performance, react to a major news event, or paint a larger picture of how the topic at hand fits into your firm’s story. How does this company contribute to your investment philosophy? Fit into your ETF strategy? Why does it matter to you and why should it matter to your target audience? This is an opportunity to promote your firm and share your expertise. Blending the discussion with your core messages will connect you with your target audience and help convey the fundamental purpose of your business.
Think like a reporter
You don’t have to say something outlandish to make a lasting impression on a reporter, but you should speak to the larger picture of an earnings report or major news event. When putting together comments, think of notable statements you can make that will be helpful for not only their story, but yours as well. These are opportunities to share why your firm stands behind your fund’s thesis if you are an ETF issuer, why your asset management firm is helping grow your clients portfolio by investing in certain companies or sectors, as well as convey your core business objectives.
Maximize your coverage
Don’t let your coverage fade away after just a few days. Extend the shelf life of your coverage by sharing it on corporate social media accounts, your personal pages and your company website. When posting the article, tell the whole story. You don’t have to make the coverage seem larger than life, but you should clearly explain what you discussed. After all, coverage builds credibility!
Taking advantage of the abundant opportunities to speak to the media in today’s high-volume, fast-paced environment can add a unique layer of credibility to your firm’s broader marketing campaign. As reporters and producers scramble to cover the news of the day, they rely on experts like you to decipher the numbers and add valuable perspective to their stories. Furthermore, a little interview preparation can lead to more meaningful opportunities and stronger relationships with reporters and producers that speak to your target audience. Understanding and participating with the media offers a unique opportunity for you to insert your narrative into the sometimes chaotic news cycle.