At the end of the day, many clients just want to get their story (and maybe their picture) in the paper. And that’s a sound aim – earned media can be extremely influential. People still trust editorials over advertising and in most industries – but particularly in financial services – the importance and value of trust should never be underestimated.
So what are some ways you can gain media coverage for your business? First, bear in mind that there is no exact science to successful media relations. Unlike advertising, dollars can’t buy you page space. But there are a few ‘must haves’ if you want to achieve success – as follows.
If you have a good story to tell, combining these four steps can lead to great media results.
But there is one tactic in particular that falls under the ‘proven approach’ that is often overlooked, particularly in the wealth management space. That is, the use of international spokespeople.
Tapping into the insights and expertise from offshore experts can resonate strongly with financial services audiences, in particular in a globalised investment environment. And because this approach has particular appeal to financial services media, I wanted to explore the ‘how-tos’ in a little more detail.
A growing number of leading global financial services businesses are represented in Australia. Within these businesses, a number of which are BlueChip clients, we have found what should be a compellingly newsworthy combination: a wealth of local expertise and knowledge coupled with a steady stream of international experience and insight.
In terms of marketable content, this sounds great. However, often Australian media – and arguably, Australian audiences – want content that is relevant to them and the markets they live in. For this reason, we often discuss with clients ways to ‘localise’ their international content. Before it’s likely to hit the headlines, you need to ask yourself, and be satisfied with the answer, ‘What is the Australian angle?’
At the same time, the international flavour and expertise can be a huge driver of coverage. Don’t forget, Aussies still suffer from cultural cringe and often find it easier to stomach praise or to believe insights when it comes from elsewhere – say, one of the ‘more sophisticated’ countries/economies/leaders.
So on the one hand I am advocating for local content for media and then on the other I am saying wealth management firms should be leveraging their international visitors more. It might sound contradictory but the keys to success here are:
The final tip? Make sure your spokespeople are engaging and have a good story to tell. Without those attributes, you won’t get very far with media, no matter how appealing the accent.