Financial data can be a goldmine for compelling stories, but how do you transform complex numbers into narratives that grab the attention of busy journalists?
The world of finance can feel like a language all its own. But what if you could use financial data to tell an interesting story that resonates with investors, analysts, and the public? That’s the power of financial public relations.
This guide delves into the world of financial public relations, equipping you with the strategies you need to craft newsworthy stories that make data relatable to the public, helping you to secure those highly coveted media spots.
Why financial public relations matters
Financial public relations go beyond press releases and market updates. It’s about strategically using financial data to:
- Build transparency and trust
- Attract new clients or investors
- Elevate your brand
Getting media coverage in top financial media outlets like The Wall Street Journal, The Economist, and Financial Times, adds a layer of credibility and positions your company as a thought leader within your sector.
1. Understand your audience, financial journalists
The first step in financial public relations is understanding who you're talking to. Financial journalists are the gatekeepers of financial news.
Here’s how to find the right match:
Research and identify
- Use a high-quality media database, like Roxhill, or learn 5 ways to research journalists to discover the most relevant journalists covering your sector.
- Research their outlet, beats, and follow them on social media to understand their writing style and preferred topics to get your story covered.
This is how we curated our list of the Top 10 US Financial Journalists you can connect with now.
Understanding their needs
- Journalists crave clear, relevant, and newsworthy content.
- Your data should paint a compelling picture with an impactful message that resonates with their audience.
- Think beyond just numbers – tell a story to excel at financial public relations!
2. Craft a compelling story beyond the numbers
Financial reports often resemble textbooks, filled with cold, hard figures. But what if these reports could be turned into captivating stories?
By harnessing the power of storytelling, financial data can be woven into a human-interest story that resonates with your readers.
But the key lies in identifying the core message – the “why” behind the numbers.
Is it a story of increased growth that empowers the company to create new jobs? Or perhaps a tale of strategic investments that pave the way for innovative products, ultimately impacting lives?
Once this story is established, financial data becomes the backbone, providing evidence and measuring the impact of your financial public relations campaigns.
This isn’t just about mentioning a revenue increase, it’s about explaining how it allows the company to increase its workforce, impacting real lives by giving opportunities and improving futures.
Charts and graphs are stepping stones in this story, not just static visuals. They showcase trends, highlight achievements, and build excitement for future success.
Financial reporting transcends the realm of numbers, becoming a story of progress, impact, and the exciting road ahead.
This approach not only updates stakeholders but also inspires them, building confidence and driving future success.
Translating financial data into a compelling story helps PRs connect with financial journalists, which will help you create a great PR campaign and build media relations for long-term PR success.
3. Simplify complex financial data
In financial public relations, we know that financial reports can be intimidating, filled with technical jargon and complex numbers.
This creates a barrier for many stakeholders, hindering their ability to understand the company’s true financial health. To bridge this gap, keeping it simple is key.
Instead of relying on technical financial terms, use clear and concise language instead.
Imagine explaining financial concepts to someone unfamiliar with accounting jargon – it would be difficult for them to understand. This shift towards plain English enhances understanding and ensures everyone is on the same page.
Also, lengthy reports can be overwhelming.
By creating clear and concise summaries, key metrics and trends are readily accessible.
When putting together a presentation about financial reports, the key is to highlight the most important information without getting bogged down in unnecessary details.
This will allow stakeholders to grasp the financial picture – both quickly and efficiently.
4. Paint the picture of the financial data
People process visuals much faster than text. Charts, graphs, and infographics can instantly reveal trends, highlight comparisons, and showcase your financial story within your data.
- Line Charts: Track financial trends and performance over time, perfect for growth metrics like revenue or stock prices.
- Bar Charts: Make comparisons between different categories, ideal for product sales or market share.
- Heatmaps: Reveal relationships and identify outliers within large datasets, great for complex financial correlations.
Choosing the right visuals depends on your data and your story.
Effective visuals are clear and concise, and use design strategically to guide the viewer’s eye.
5. Give context and analysis
Financial data is powerful, but when it comes to financial public relations, true understanding comes from context and analysis.
Don’t just present numbers – tell the story behind them.
- Insights beyond the numbers: Go deeper than surface-level figures. Explain what the data means, highlight trends and year-on-year (YoY) comparisons, and identify strengths or weaknesses.
- Connect data to the market: Don’t exist in a vacuum. Connect financial data to relevant market conditions, economic trends, and industry benchmarks. Explain how external factors are influencing your performance.
- Expert voices and forecasts: Include insights from your financial experts; it will add credibility and shed light on future expectations. Share forecasts for growth, profitability, or market position to paint a complete picture.
By giving context and analysis, as a financial PR, you can transform data into compelling stories that resonate with your audience.
6. Ensure accuracy and reliability
Financial data is the foundation of financial services PR. Inaccurate information erodes trust with journalists, investors, and the public.
Here’s how to ensure your data is rock solid:
- Verify sources: Double-check everything. Inspect data sources, ensuring their accuracy and credibility.
- Regularly fact-check data: Cross-reference data points, meticulously review calculations, and eliminate any room for error.
- Transparency is key: Be transparent about your methodology. Explain how you collect, examine, and present your data. This builds trust and allows financial reporters to understand your process.
By focusing on accuracy and reliability, you can establish yourself as a credible source of financial information, strengthening your business’ reputation in the long term.
7. Time and relevance
Align your data releases with relevant news cycles or market events.
Is there an industry conference happening? Are there upcoming earnings reports from competitors?
Use this existing interest to grab the attention of top US financial journalists:
- Current events can be a launchpad for your data. Does a breaking news story tie into your financial performance? Offer insights or analysis that connects your financial data to the larger story.
- Data has a shelf life. Ensure your information is up-to-date and reflects the latest developments within your company or the market. Regularly update your data and consider releasing supplemental reports if significant changes happen.
By being a master of timing and relevance, you can ensure your financial data cuts through the clutter and resonates with your audience.
8. Build long-term relationships with financial journalists
- Offer exclusive insights: Go beyond press releases. Provide financial journalists with early access to your most compelling financial data or exclusive interviews with financial experts to break a story first.
- Become a trusted source: Be responsive and reliable. Return calls and emails promptly. When a journalist has a question about your data, be their go-to source for accurate and insightful information. This builds trust and makes them more likely to turn to you for future stories.
- Frame your story for them: Don’t just present raw data. Help the right journalists understand your story within your numbers. Craft a clear and concise pitch that highlights the newsworthiness of your data and how it connects to wider market trends or industry issues.
Learn more advanced strategies for cultivating long-term media relations in Building Media Relations for Long-Term Financial PR Success.
By taking a proactive and focused approach, you can increase your chances of getting your financial data stories featured in top media outlets.
9. Face the critics and build internal support
One hurdle before crafting your financial data story is internal resistance, address this by highlighting the benefits.
Show your team how data-driven communication builds transparency and trust.
By making data insights clear and accessible, you can empower better decision-making, leading to stronger business results for everyone.
This shift in focus, from internal resistance to shared success, builds trust and turns data critics into believers.
Key takeaways
Financial public relations and turning data into stories for reporters
- Financial data can be used to craft compelling stories for journalists and investors.
- Financial public relations helps to build transparency, trust, and attracts new clients and investors.
- Understanding your audience is essential for successful financial PR.
- Financial data can be transformed into a human-interest story with a clear message.
- Simplify financial reports using clear and concise plain English.
- Visuals are important to effectively communicate financial data.
- Giving context and analysis to financial data is essential for understanding.
- Ensure your data is accurate and reliable to establish credibility.
- Align data releases with relevant news cycles or market events for maximum impact.
- Build long-term relationships with the right journalists by offering exclusive insights and framing your story for them.
Build Rewarding Media Connections. Faster.
Roxhill's PR and Media Database Tools help you connect with the right people, at the right time, for impactful results.
Build Rewarding Media Connections. Faster.
Roxhill's PR and Media Database Tools help you connect with the right people, at the right time, for impactful results.
