Read Part 1 of Foundations of an Effective Fintech PR Strategy.
Scaling Fintech PR, Measuring Impact, and Navigating Risk
A well-executed PR strategy in the fintech world doesn’t stop after media outreach or a press release. It continues with smart measurement, continuous relationship-building, and being ready to respond when things don’t go as planned. This second half walks through how to strengthen, scale, and safeguard a fintech brand through communication.
What to Measure—and Why It Matters
PR for fintech can feel abstract without the right metrics. But the results are measurable with the right approach. Focus on indicators that connect with brand visibility, trust, and conversion.
Start by tracking:
Media coverage volume and relevance
Keep tabs on earned mentions, podcast features, and industry articles that include the platform.Share of voice
Compare how often a brand is mentioned versus competitors in media coverage or keyword tracking.Sentiment
Assess whether mentions are positive, neutral, or negative. Tone matters in regulated markets.Branded search growth
More searches for the platform name usually indicate rising awareness tied to PR or events.Referral traffic and lead attribution
Look for increases in site visits or demo requests following press cycles or media interviews.Engagement in social or shared channels
Track reposts, reactions, or quotes from user advocates and influencers.
The goal isn’t to chase vanity numbers—it’s to understand influence over perception, reputation, and user action.
Leveraging Earned Media Beyond the Placement
Once a story goes live, don’t let it sit idle. Use coverage as a springboard:
Turn it into short social posts with quotes or soundbites
Add excerpts to email newsletters or investor updates
Include links in onboarding or sales decks to reinforce trust
Republish with permission as a blog feature or press page highlight
Reintroduce the topic in future commentaries or podcast discussions
Great coverage has value beyond day one—it can shape perception for weeks when repurposed well.
Event-Based PR for Fintech
Events—whether physical, virtual, or hybrid—remain one of the strongest ways to activate a fintech PR strategy.
A few key tactics:
Announce product features or launches alongside events for newsworthiness
Set up media briefings during trade shows or demo days
Secure speaking roles for executives or product leads
Host smaller, thematic roundtables with partners, analysts, or journalists
Live tweet or recap sessions to keep visibility high across platforms
Events add urgency to the message. Planning ahead allows the team to tie announcements to relevant moments, which increases pickup rates.
Partnerships That Expand Reach
Fintech doesn’t operate in isolation. That opens up opportunity to co-create stories with:
Other tech providers or platforms
Financial institutions and lenders
Education hubs and accelerators
Regulatory advisors or compliance firms
Research centers with proprietary data
Partnerships bring a layered story to life: two or more voices aligned on solving the same issue with different strengths. Media tends to favor collaborative stories over solo pitches.
Influencers and Community Advocates in Fintech
Influencers aren’t limited to lifestyle or product reviews. In fintech, trusted creators, researchers, and even analysts can act as content amplifiers.
Micro-level influencers might include:
Financial coaches with niche but loyal followings
Podcast hosts covering business, tech, or personal finance
Users sharing personal experiences with fintech products
Industry-specific content creators who explain complex topics simply
Instead of paying for flat endorsements, build relationships over time. Invite creators into early feature testing, panels, or Q&A sessions. Shared content from them often feels more natural and believable than corporate posts.
Preparing for a Communications Crisis
Financial services live under a microscope. Errors, outages, or policy changes can attract negative attention quickly.
Preparation limits damage. A basic framework includes:
Clear internal roles
Know who handles what, from drafting messages to external communication.Pre-drafted messages
Templates for scenarios like outages, security updates, or regulation shifts help save time under pressure.Monitoring and alerts
Track social, media, and community platforms for spikes in mentions or sentiment dips.Spokesperson readiness
Ensure someone can represent the brand calmly and clearly if needed for press or public statements.Active updates
Silence makes things worse. Even a “we’re investigating and will update soon” response builds trust.
Handled well, a moment of risk can show maturity and care. Ignored or mishandled, it can define a company’s image for years.
Scaling PR as the Brand Grows
As platforms grow, PR demands shift. Early-stage messaging might be about credibility and innovation. Later stages bring visibility goals, international expansion, or crisis management.
To scale PR efforts:
Add local outreach efforts in new regions or verticals
Segment media lists by theme or audience
Expand your spokesperson bench to include more voices from across departments
Create an internal asset hub with talking points, visuals, and bios ready to go
Invest in media training so teams can handle interviews or tough questions
Growth brings complexity. Strong systems, clear goals, and scalable workflows help maintain consistency.
Avoiding Burnout and Fatigue
Fintech moves fast. PR can feel like a sprint every month. But if the team isn't careful, energy can dip and quality suffers.
Here’s how to stay sharp:
Space out big announcements so each one gets attention
Rotate content themes—don’t focus only on product, but also team, culture, or impact
Use feedback loops to see what stories work and where
Take pauses to reset strategy each quarter
Celebrate wins—coverage, awards, new contacts—along the way
Momentum is great. But sustained quality comes from intentional pacing.
Final Takeaway
Public relations in the fintech world calls for a mix of strategy, speed, and clarity. It’s about proving that a platform brings value—securely, responsibly, and meaningfully—at a time when trust is hard to earn.
Strong PR doesn’t rely on luck or hype. It’s built on thoughtful outreach, useful stories, and strong relationships across media, influencers, and communities.
For a marketing leader building trust in a complex, competitive market, PR becomes more than an activity. It becomes a signal—to the world, to users, and to future partners—that the platform is here to lead, not follow.
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