5 Signs Your Capital Markets Firm Needs a PR Refresh
It is no secret that the capital markets landscape is increasingly becoming more competitive and oversaturated. For this reason, it is very important to keep updating your PR strategy to avoid becoming outdated and left behind by the industry. PR should be something flexible, yet strategic - with a strong sense of public relations, capital market firms can foster credibility, trust and authority in the industry.
There can be 5 tell-tale signs that clearly indicate that an update in your PR efforts is due.
1. You’re focusing too much on product press releases
Product announcements, either featuring updates or new launches, are very important and will make up a good part of your communications content calendar. However, if that is the only content being released, it does not reflect well on the company. This can result in long periods of silence between releases, as well as indicate little involvement in the wider market.
Releases focusing on market changes, client wins or broader company news (like award wins, new hires, etc.) provide a more well-rounded narrative around your company and establish it as a key player within the industry.
2. You’re seeing your competitors everywhere
If you’re constantly seeing your direct competitors being quoted in stories about the market, trading innovation and technology trends, that is a sign that your PR needs a major update. Your company should have a dedicated team of capital markets technology spokespeople (C-Suite) that can be positioned as expert voices. By establishing a core group of individuals that can be placed in front of the media, and proactively pitching them, your company can become influential rather than reactively addressing news.
3. Your messaging sounds like everyone else’s
If your capital markets technology firm is sounding very similar to all your competitors, it is time to ramp up your PR. Avoid using filler buzzwords and focus on creating quality content that journalists and prospects would be interested in.
Messaging for capital markets can be quite complex. Therefore, your messaging should be able to simplify specifications into clear benefits without confusing readers.
4. Your PR and growth goals aren’t aligned
You may be releasing announcements, but which publications are covering the releases? The media coverage you may be getting may not be aligning with your target client segments. There are trade publications that focus on covering capital markets technology news, which would most likely have a readership that fits in with your target audience.
Additionally, PR seldom does well on its own. Oftentimes, PR and Marketing/ Sales materials work well together to capture an audience and redirect them to your website or a whitepaper. Integrating events and marketing content with PR efforts creates a more solid foundation for brand recognition. Post your release on LinkedIn. Link a product sheet in a release. It all works together to ultimately grow your company.
5. You’re reacting instead of being strategic
If your releases come only after industry shifts are mainstream and are much more reactive in nature, it is a sign that your PR needs a refresh! As a capital markets technology firm, your company should be at the forefront of innovation, not lagging behind. When you aren’t providing journalists with proactive insights, data-driven stories or forward-looking perspectives, your release may not be newsworthy to them. This damages your relationship and reputation with journalists, causing missed opportunities as they may be more inclined to skip your email if they think you have limited insights to offer.
Capital markets technology PR
Public Relations for a capital markets technology firm should be consistent and varied, providing always-on media with clear narratives. The stories should be a good mixture of market-facing insights, as well as product and company news. This type of PR positions your firm as a market leader, being proactive, rather than a reactive background vendor.
