Startups are usually eager to invest in building trust—up until they consider public relations. At that point, the budget often gets tighter, the strategy becomes unclear, and there’s a decision to “just manage it internally.”

This hesitation is understandable. PR doesn’t provide straightforward metrics like click-through rates or ROI dashboards. However, that doesn’t mean it lacks impact. When executed properly, PR becomes one of the most potent tools for brand-building that a company can employ—particularly in industries driven by credibility, such as startups, financial services, or other professional services.

The problem is, most firms don’t know how to use PR to their advantage. Here’s how to change that and get meaningful results from your efforts.

Get clear on your message before seeking attention

Before you pitch a story or hire a PR team, ask yourself: What do I want to be known for?

The most successful PR campaigns begin with a clear and assertive point of view. For example, a wealth management client of mine, who already had a dedicated client base, adopted a concise and memorable phrase: “Know what you own and why you own it.” This line became the cornerstone for all his communications. It was featured on his website, social media, and during media appearances, establishing him as a reliable expert for renowned media outlets like Barron’s and InvestmentNews.

If your messaging is fuzzy or generic, PR won’t help. A quote in a national publication is only as powerful as the clarity behind it.

Don’t treat visibility as a one-time event

Getting quoted once isn’t the goal — building consistent credibility is. Yet many entrepreneurs think of PR as a one-and-done effort. You can’t expect a single article or interview to change perception or attract clients overnight.

Instead, think of PR as a series of small wins that add up. Develop a rhythm of showing up: Contribute expert insights when market news breaks, offer commentary on recurring financial topics like retirement planning or estate strategy, and pitch fresh angles that tie back to your niche.

Amplify your media coverage across every channel

Here’s where many firms fall short: They get great press … and then fail to share it.

When you land a media win, that’s not the end of the story. It’s the beginning of your amplification strategy. Link to it in your newsletter. Share it on LinkedIn with context and insight. Reference it in conversations with prospective clients or partners. One firm I worked with turned a single quote in Barron’s into a month-long campaign across social media and email — and landed two new high-value referrals.

If you’re not leveraging your press hits, you’re leaving value on the table.

Use LinkedIn like a newsroom, not a bulletin board

Most advisors and founders use LinkedIn to post firm updates or occasional thought pieces. That’s a missed opportunity. In the world of financial PR, LinkedIn is one of the best platforms for visibility and relationship-building.

Don’t just repost articles — offer commentary. Add personal insight. Tag journalists whose work you admire and engage with their content thoughtfully. One of my clients built a long-term relationship with a reporter at InvestmentNews simply by showing up consistently in the comments. When the journalist needed a last-minute quote, he reached out because my client was top of mind.

Prepare for interviews like you would a client pitch

Landing a media opportunity is only half the job. The other half is showing up ready.

That doesn’t mean you need a script, but you do need a plan. I always tell clients: Know your top three messages, bridge back to them confidently and don’t be afraid to repeat them. Repetition builds authority. And just as important — know when to stop talking. Brevity and clarity go hand in hand in media interviews.

The best communicators don’t fill every silence; they create space for follow-up, reflection and dialogue. That’s where the connection (and the quote) happens.

Smart PR isn’t promotional — it’s purposeful

Public relations isn’t about talking louder. It’s about speaking with purpose.

Done well, it gives entrepreneurs and advisors a platform to share what they know, build trust and grow their brand in a sustainable way. But to get there, you have to think strategically — sharpen your message, show up consistently, and make your visibility work harder for you.

If you’re ready to invest in PR, make sure you’re also investing in the clarity and consistency it requires. That’s where the true return lies.

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