2 minute read

How to get coverage in finance press

Financial news outlets attract some of the biggest readerships and are amongst some of the most well respected in the world, with the Financial Times, Bloomberg, The Economist and Reuters amongst some of the most popular.

Financial reporters regularly conduct interviews, research, and write about economic matters. Where some cover general stories about financial markets, others may tackle more specific topics surrounding the government, real estate, FinTech, debt, entrepreneurship, investment, risk management… the list goes on!

Financial press therefore encompasses a vast array of topics, meaning that journalists are always looking for expert comment, accurate facts and figures, and a range of viewpoints in order to strengthen their work.

However, due to the volatility and rapid nature of financial news, this can often mean that gaining coverage in these publications can be competitive, and not the easiest of tasks. But this does not mean that it’s impossible…

Be quick to respond and get straight to the point

Although print media still remains popular in the UK and in many parts of the world, the reality is that today, most of us consume our news online. News stories are sent to our devices the moment it happens, and therefore journalists’ time is extremely sensitive.

This is particularly true for those who write about financial matters – what is relevant today could be old news tomorrow, so it is vital that you respond to journalist requests as soon as possible if you are aiming to secure coverage in their publications.

Stay ahead of the game

Finance journalists truly value expert and academic opinion when producing their features, especially those who are writing about current trends in financial services. Indeed, digitalisation and artificial intelligence is currently transforming the financial sector at a rapid pace, whether it’s mobile banking or cryptocurrencies, or machine learning and AI, everyone is talking about these innovative financial developments at the moment.

Media outlets therefore need to keep up to date with these advances – even the most established of finance journalists need to stay relevant if they want to stay ahead. An economist or a finance professor from a business school who specialises in areas such as cryptocurrencies, blockchain, AI and FinTech can add major credibility to a piece. Professor of accounting, Kristof Stouthuysen, from Vlerick Business School recently highlighted this when he wrote a fantastic piece about how European CFOs must implement AI at a faster pace for Finance Monthly.

Global perspectives matter

Of course, economies differ from country to country – therefore, an academic who has international financial expertise is extremely valuable to journalists when they are seeking a more global outlook. Finance affects everything – particularly politics and international relations. An academic who can comment on varying international economic climates and/or tensions will be of significant worth to a finance journalist.

Offer something new

In relation to the last point, financial journalists also value insights from experts that go against the status quo, or perhaps offer a different, unique perspective. This can indeed make their work stand out from the crowd in a highly competitive market. An example of this is in a piece that Professor Nathalie Janson from NEOMA Business School wrote for International Finance Magazine titled ‘Is the Euro a threat to European democracy?’ This piece offered a different, provocative outlook on a popular financial topic.

It will all be worth it…

Gaining coverage in financial press is not always easy; it requires fast action, up to date knowledge of current trends, international perspectives, and of course – unique insights. However, it is important to not over-complicate your approach; keep pitches short and to the point, do your research, and remember that financial outlets cover a vast array of topics – its not all numbers and charts!

Finance press can encompass new business ventures, entrepreneurship, sustainability in corporations, investment, politics, education, and so on. This piece in the Financial Times about an ESCP student’s start-up that helps refugees is a fantastic example of how successful thinking outside of the box can be when pitching to finance journalists – which resulted in a feature in one of the most well-renowned finance publications in the world.

So, keep your mindset broad, stay alert, and always offer something fresh and exciting. Gaining coverage in finance press can be testing at times, but if you consider the tips above, the next time you’re flicking through the economist or scrolling through Forbes; you may just see your client!

For more examples of the types of coverage you could hope to achieve, read our  monthly PR highlights.


Author: Olivia Nieberg

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