--- title: "Why newspapers aren't dead Part II: the four rules of integrated communication in financial services" description: "Why newspapers aren't dead Part II: the four rules of integrated communication in financial services" image: https://www.bluechipcommunication.com.au/hs-fs/file-3455954427-jpg/blog-files/bigstock-eyeglasses-lying-around-newspa-70159063.jpg --- [![Bluechip_Logo](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Bluechip_Logo.svg "Bluechip_Logo")](https://www.bluechipcommunication.com.au/) ![Search-9](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/Search-9.svg "Search-9") ![Close Icon (3)-1](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/Close%20Icon%20(3)-1.svg "Close Icon (3)-1") This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. ** ![Close Icon (3)](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Close%20Icon%20(3).svg "Close Icon (3)") ##### Knowledge Shared # Insights ##### All Articles ![](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/down-filled-triangular-arrow.png) - [Financial Services (168)](https://www.bluechipcommunication.com.au/blog/topic/financial-services) - [Public Relations (133)](https://www.bluechipcommunication.com.au/blog/topic/public-relations) - [Marketing (111)](https://www.bluechipcommunication.com.au/blog/topic/marketing) - [Social Media (101)](https://www.bluechipcommunication.com.au/blog/topic/social-media) - [Integrated Marketing (87)](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) - [Reputation Management (79)](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) - [Crisis Management (61)](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) - [Growth (46)](https://www.bluechipcommunication.com.au/blog/topic/growth) - [Profile (41)](https://www.bluechipcommunication.com.au/blog/topic/profile) - [COVID-19 (40)](https://www.bluechipcommunication.com.au/blog/topic/covid-19) - [Protect (14)](https://www.bluechipcommunication.com.au/blog/topic/protect) - [BC Team (9)](https://www.bluechipcommunication.com.au/blog/topic/bc-team) - [Blog (7)](https://www.bluechipcommunication.com.au/blog/topic/blog) - [Leadership communication (6)](https://www.bluechipcommunication.com.au/blog/topic/leadership-communication) - [Cyber Security (3)](https://www.bluechipcommunication.com.au/blog/topic/cyber-security) - [Client In The News (2)](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Melos Sulicich shares SME success tips on Money News’ “Let’s Talk Business”](https://www.bluechipcommunication.com.au/blog/melos-sulicich-shares-sme-success-tips-on-money-news-lets-talk-business) Melos Sulicich, CEO of Bank of Sydney was interviewed by 2GB’s Money News "Let's Talk Business" segment with Scott Haywood. He shared tips for family-run businesses to make sure ev... [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Target hostile countries, not us, drug giant CSL tells Trump](https://www.bluechipcommunication.com.au/blog/target-hostile-countries-not-us-drug-giant-csl-tells-trump) This is an extract from an article written by Michael Smith and Jessica Gardner in The Australian Financial Review. Published on the 10th July 2025. “It is weighing on the share pr... ## [Why newspapers aren't dead Part II: the four rules of integrated communication in financial services](https://www.bluechipcommunication.com.au/blog/why-newspapers-arent-dead-part-ii-the-four-rules-of-integrated-communication-in-financial-services/) ###### By The BlueChip Team ###### 05 Jun 2014 [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ##### [Reaching High Net Worth Individuals Through Social Media Marketing in 2025](https://www.bluechipcommunication.com.au/blog/how-target-high-net-worth-individuals-social-media) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [The Science of Crisis Communication: Proactive and Reactive Strategies](https://www.bluechipcommunication.com.au/blog/proactive-and-reactive-crisis-communication-strategies) [Profile](https://www.bluechipcommunication.com.au/blog/topic/profile) ##### [Affluence. Effluence. Influence. Do you know the difference?](https://www.bluechipcommunication.com.au/blog/affluence-effluence-influence-do-you-know-the-difference/) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [Introduction to Crisis Communication](https://www.bluechipcommunication.com.au/blog/introduction-to-crisis-communication) # Insights. [Back to all articles](https://www.bluechipcommunication.com.au/blog) - Share - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/facebook.svg) ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Fwhy-newspapers-arent-dead-part-ii-the-four-rules-of-integrated-communication-in-financial-services%2F) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/linked%20in.svg) ](http://www.linkedin.com/shareArticle?mini=true&url=https://www.bluechipcommunication.com.au/blog/why-newspapers-arent-dead-part-ii-the-four-rules-of-integrated-communication-in-financial-services/) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/twitter-1.svg) ](https://www.twitter.com/share?url=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Fwhy-newspapers-arent-dead-part-ii-the-four-rules-of-integrated-communication-in-financial-services%2F) [![Eyeglasses Lying Around Newspapers](https://www.bluechipcommunication.com.au/hs-fs/file-3455954427-jpg/blog-files/bigstock-eyeglasses-lying-around-newspa-70159063.jpg?width=740&height=453&name=bigstock-eyeglasses-lying-around-newspa-70159063.jpg)](https://www.bluechipcommunication.com.au/hs-fs/file-3455954427-jpg/blog-files/bigstock-eyeglasses-lying-around-newspa-70159063.jpg) As a [recent article](http://www.theaustralian.com.au/media/print-leaders-flag-joint-efforts/story-e6frg996-1226939212491) suggested, despite the growing number of people who claim ‘print is dead’ there may be life yet in the traditional newspaper. In our last blog post, we talked a bit about the reasons print will continue and how it can fit into a broader communication approach. The message? Digital is an addition, not a replacement. And integrated communications – across a number of channels – is the way of the future. In this blog we look at points to consider when deciding which communication medium or channel you should use. ***Be clear on who your audience is – then look at the channels to communicate *** - For those businesses with a good story to tell, it’s tempting but dangerous to use personal preferences as a basis for making decisions about where the story needs to be seen, heard and read. You might feel great seeing your story in a mainstream business paper because your peers are reading it– but beyond ego, what’s the point if your target audience are actually reading suburban newspapers? ***Be clear on your story – before you decide where you want to see it*** - Think content first, distribution channel second. If your sole public relations mission is to “get on the front page of the AFR” or “go viral”, you may get nothing but disappointment. - Don’t be afraid to pull back from telling your story if on further investigation there’s a better way of getting to your target audience. Some companies have no option but to use the media because of the size of their customer base. Others are smaller and could communicate all they need to directly, be that offline or online. ***Everyone’s talking – but is anybody listening?*** - Instead of “What outcomes do we want to achieve?” and “What do we want to say?” start with “What does our audience actually care about, really? What do they want to learn about, read about, experience? How can we help give them what they want and need?” ***Your audience aren’t just “fund managers” or “advisers” – they’re people too*** - They’re not just business people doing business things all day - they’re also parents, homeowners, partners, children and animal owners! You’d be surprised how many business people listen to commercial radio, the weekend tabloids and the nightly news. Likewise you’d be surprised at how many business people don’t read the business news! Get clear on who your audience really is and what online, media, and social media channels they digest. One size does not fit all. [![New call-to-action](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/431002e3-250a-4808-8e24-851fccc589ac.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/431002e3-250a-4808-8e24-851fccc589ac) [![how to drive your fame agenda](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/353fa2e0-53b3-407b-b7b3-d03aa771c86d.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/353fa2e0-53b3-407b-b7b3-d03aa771c86d) ## Related Posts ## Stay up to date ### Marketing insights you’ll want to read. 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Sign up for our newsletter ### Other Topics - [Financial Services (168)](https://www.bluechipcommunication.com.au/blog/topic/financial-services) - [Public Relations (133)](https://www.bluechipcommunication.com.au/blog/topic/public-relations) - [Marketing (111)](https://www.bluechipcommunication.com.au/blog/topic/marketing) - [Social Media (101)](https://www.bluechipcommunication.com.au/blog/topic/social-media) - [Integrated Marketing (87)](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) - [Reputation Management (79)](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) - [Crisis Management (61)](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) - [Growth (46)](https://www.bluechipcommunication.com.au/blog/topic/growth) - [Profile (41)](https://www.bluechipcommunication.com.au/blog/topic/profile) - [COVID-19 (40)](https://www.bluechipcommunication.com.au/blog/topic/covid-19) - [Protect (14)](https://www.bluechipcommunication.com.au/blog/topic/protect) - [BC Team (9)](https://www.bluechipcommunication.com.au/blog/topic/bc-team) - [Blog (7)](https://www.bluechipcommunication.com.au/blog/topic/blog) - [Leadership communication (6)](https://www.bluechipcommunication.com.au/blog/topic/leadership-communication) - [Cyber Security (3)](https://www.bluechipcommunication.com.au/blog/topic/cyber-security) - [Client In The News (2)](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ![Logo white](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Logo%20white.svg "Logo white") #### Strategy-led PR and marketing for financial services Level 2, 50 Bridge Street TWP, Quay Quarter Tower Sydney NSW 2000 [(02) 9018 8600](tel:%200290188600) [![Get in touch](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/13bb9d57-6822-4724-8734-d9ae781694e1.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/13bb9d57-6822-4724-8734-d9ae781694e1) [askus@bluechipcommunication.com.au](mailto:askus@bluechipcommunication.com.au) #### Connect with us - [![Facebook](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/facebook-17.svg)](https://www.facebook.com/BlueChipComm) - [![LinkedIn](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/linked%20in-17.svg)](https://www.linkedin.com/company/bluechip-communication/) ![](https://px.ads.linkedin.com/collect/?pid=2026306&fmt=gif)