B2B Tech Public Relations

The Secret to Fintech Media Relations Is Simpler Than You Think

By Sami Steinseifer


Securing meaningful fintech media coverage has only become more challenging in recent years. Between established players dominating the headlines and disruptors making short-lived splashes, the middle often feels like a no-man’s-land. So, how can you break through the noise and make an actual impact? It’s simpler than you might think: it’s all about connections.

In the world of fintech public relations, it’s still very much a ‘who do you know?’ game. Building real relationships with fintech reporters means consistently showing up with news that matters, leveraging paid media opportunities, and letting your executives and subject matter experts (SME) shine. Here’s what you need to focus on to make that happen:

  • Build a consistent news pipeline with updates and storylines that fintech readers care about.
  • Use paid partnerships to strategically amplify your message.
  • Grant media access to your C-suite and SME thought leaders to provide depth and perspective.
  • Connect with journalists at industry events to build in-person relationships and earn targeted media opportunities.

Build a Steady News Pipeline

The fintech industry moves fast, and if you’re not regularly putting up newsworthy stories, your brand will be left behind. To stay competitive, you need a steady cadence of news that genuinely adds value. This doesn’t mean treating every product update or partnership as headline news. Instead, focus on stories that showcase how your brand is innovating, adding value, and helping the fintech industry move forward.

Forget the weekly press release blitz – fintech reporters get inundated with “updates” that lack substance. Rather than adding to the noise, aim for meaningful announcements that reinforce your position in the market and convey your vision for the industry. A well-planned news pipeline is crucial for connecting and building trust with top fintech reporters.

Leverage Paid Partnerships

Paid media is no longer a nice-to-have. In 2024, it’s a powerful way to build relationships and keep your brand top-of-mind. Many fintech publications offer sponsored content packages that combine articles, email blasts, and social media. Want to go bigger? Most of these publications provide lead generation packages including webinars and promotion and lead generation for owned content too. Paid media packages have become a key revenue strategy for fintech trade giants including PYMNTS and American Banker. These partnerships can help get your message out to the right audience and lay the groundwork for earned opportunities.

Paid packages can fit nearly any budget, with options like sponsored articles in top fintech publications starting around $5,000, email newsletters at $1,000-$4,000, and webinars from $15,000-$20,000.

Remember that fintech public relations is a ‘who do you know?’ space. If your brand becomes familiar with the paid side of the publication, it’s only a matter of time before earned media reporters and editors start to pay attention to the thought leadership pitches you’ve been sending for months.

Grant Access to the C-Suite and SMEs

When you offer fintech journalists time with your C-suite executives and SMEs, you’re giving them a unique opportunity to gain insights and depth that they can’t glean from a press release or quote alone. A willingness to invest in these conversations often reaps the reward in the form of more robust coverage.

Take this PYMNTS article for example: Netspend CEO On Making The B2B Pivot. It was secured by pitching Netspend’s CEO to Karen Webster, CEO of PYMNTS, a leading fintech publication focused on payments and the fintech companies powering a connected economy.

Netspend’s CEO sat down with Karen to share more about a new partnership the brand had recently announced. The two spent over an hour discussing the partnership and recent shifts in the Netspend’s business and what it all meant for the future of the company. Netspend’s CEO made a point in the interview to deliver partnership key messages that were tied to new brand messaging, which culminated in a stellar headline and feature article about the brand’s future and how the partnership supported his vision for the company.

Depending on the news or thought leadership angles you are pitching, you don’t always need the C-suite. MuckRack found that 82% of journalists have a strong preference for SMEs. SMEs can sometimes go even deeper with journalists on a topic and explain complexities within a market or product in a way that helps reporters increase their understanding to drive better coverage. Helping media develop a greater understanding further helps build relationships and ensures that they come back in the future for more expertise to inform their coverage.

Maximize Media Connections at Industry Events

Industry events are prime opportunities to connect your SMEs with fintech journalists in person. With a nice overlap in attendance from key reporters and industry leaders, trade shows create an ideal setting for relationship-building that can lead to valuable media coverage.

Journalists often arrive with specific story angles and objectives, so taking the time to understand their goals and positioning your executives or experts as relevant resources can turn a brief introduction into a long-term connection. Instead of a generic meeting request, reach out ahead of time to ask what journalists hope to get out of the event and offer your spokesperson as a source to address those themes. Go a step further by developing storylines that show how your brand fits within the broader industry conversation.

If you’re unable to set a meeting ahead of time, don’t be afraid to approach journalists at the event. Find out where the media tend to gather and position yourself nearby. What evening events are they attending? Which cafés are popular? If you run into a journalist, respectfully introduce yourself and start a conversation that feels natural and authentic. Keep in mind that not every connection you make will turn into instant coverage; these events are about laying the foundation for future opportunities.

In fintech public relations, everything comes down to relationship-building. Focus on meaningful news, embrace paid partnerships where it makes sense, and give reporters access to voices that can tell your brand’s story best.

Simple, but effective and a sure way to make your mark.