A financial services PR agency is a public relations firm that specializes in managing and enhancing financial sector companies' public image and communication strategies. Its clients are usually banks, insurance companies, investment firms, fintech startups, and brokerage houses.

They build and maintain relationships with key stakeholders, such as investors, clients, and the media, to promote trust and credibility. These agencies leverage their expertise in the financial industry to craft tailored messaging that aligns with regulatory requirements and market expectations.

Financial services PR agencies help clients solve the following challenges:

• Managing high costs and complex fees of their business operations, including marketing expenses and regulatory compliance
• Navigating and understanding financial industry jargon
• Ensuring confidentiality and building trust among financial stakeholders
• Aligning company goals with targeted investor relations and financial communication strategies
• Measuring and evaluating the effectiveness of PR efforts

Public relations are a popular marketing tool for businesses, with over half of executives claiming that PR is the most effective marketing discipline for building brand awareness and reputation. Approximately one out of five journalists consider press releases trustworthy sources, while 27% trust major PR sources such as Bloomberg and Reuters.

Success story

The following success story highlights how financial services PR firms can help clients improve their visibility in the market and, in the process, attract more customers and revenue:

• Challenge: MarketVector, a leading thematic index provider, hired Arro Financial Communications to raise awareness among its investors about its investment fund. Because the fund was recently introduced into the market and had low assets under management (AUM), MarketVector’s indices had difficulty getting mentioned in the press.
• Solution: Arro decided to leverage the client’s expertise in the Israeli tech sector to position the company as one of the leading investment experts in Israel. The agency also utilized tech-centric and geopolitical stories and messaging to gain the attention of various media channels, culminating in articles in MarketWatch and media appearances in CNBC Asia and Bloomberg Israel.
• Results: MarketVector’s ETFs have seen their AUM rise to $175.9 million after the media campaign launch. The company is also a credible source for reporters looking to learn more about the Israeli tech world and financial developments in the region.

Financial services PR firms manage the reputation and communication efforts of financial organizations. They help these companies effectively communicate their messages, navigate media relations, and handle public perceptions. Through strategic storytelling and media engagement, they aim to enhance the credibility and visibility of their clients in the financial sector. 

Some of the critical services financial PR firms provide are:

• Reputation management
  Financial services PR companies manage the client’s reputation through TV, email, press releases, blog posts, and other channels.
• Investor relations
  They advise clients on communicating investment narratives and guide them through quarterly earnings, investor days, and the rest of the investor relations journey.
• Media relations
  The agencies build and maintain relationships with journalists, including pitching stories and securing media coverage.
• Social media management
  Agencies can also manage the client’s social media platforms, create engaging content, post important announcements, and interact with followers in line with their branding.
• Press releases 
  They craft, refine, and distribute press releases to journalists and the general public to announce company news, product launches, and events.
• Shareholder activism
  Financial services PR agencies can advise and prepare board members and executives to communicate with shareholders and protect their positions and reputations during shareholder activist campaigns.
• Mergers and acquisitions
  They help companies create and refine messaging explaining the rationale, benefits, and value of a proposed merger or acquisition in a way that aligns with the business's growth trajectory.
• IPOs & SPACs
  PR firms develop and implement strategies clients can use to articulate their value proposition during initial public offerings (IPOs) and special purpose acquisition companies (SPACs) activities.
• ESG advisory
  Financial PR agencies can also advise clients launching environmental, social, and governance (ESG) consulting initiatives on mitigating risks and retaining the trust of stakeholders.
• Restructuring
  From filing Chapter 11 bankruptcy to administering company voluntary arrangements (CVAs), financial PR agencies help clients craft announcements, manage responses to the press, mitigate leaks, and protect against counter-narratives.
• Crisis communication
  With 96% of businesses experiencing serious disruptions in the past five years, financial PR firms can help clients manage internal and external communications during times of crisis and protect the brand’s integrity.
• Event planning
  Financial services PR agencies can organize events, including logistics and invitations, to ensure positive media coverage.
• Outreach
  They promote the brand by contacting influencers, bloggers, experts, and other key personalities in the financial industry.
• Media training
  They prepare company spokespersons for interviews, presentations, and media interactions.

Success story

The following case study highlights the multiple roles financial services PR agencies, like Communications Strategy Group (CSG), assume to help clients improve market visibility and boost their public reputation:

• Challenge: Janus Henderson Investors, a multibillion-dollar asset management firm, hired CSG to help increase brand awareness. As the PR agency of record, CSG was responsible for promoting the firm’s extensive portfolio of investment solutions in an increasingly competitive market.
• Solution: Backed by two decades of industry experience and deep relationships with national business and finance journalists, CSG delivered a consistent flow of stories to major media outlets like CNBC, Fox Business, and the Wall Street Journal. The agency also managed the moves of high-profile talents within the company. It used the increased media attention to highlight Janus Henderson Investor’s capabilities and reputation in the industry.
• Result: Six years after their partnership began, CSG has orchestrated 100+ interviews and media tours and generated over 1 million impressions online. These initiatives helped Janus Henderson Investors secure more than 10 fund profiles and achieve a 60% increase in AUM.

Financial services PR agencies charge from $2,000 up to $50,000 per month for their services. The total cost is affected by various factors, including the scope and duration of the services to be rendered, the size and reputation of the agency, its location, and the payment structure agreed upon by the bank or financial institution.

Here is a breakdown of the cost of PR services for the finance industry:

• Monthly retainer: $2,000-$5,000+
• Single-employee PR agencies: $4,000-$8,000+
• Boutique agencies: $12,000-$18,000+
• Large firms: $25,000-$50,000+

Press release distribution platforms such as PR Newswire also offer annual memberships that allow businesses to upload and publish press releases on their website. Publishing press releases also have a separate fee ranging from $350 to $800, depending on the size and other specifics.

Financial services PR agencies at DesignRush charge an average of $180 an hour. 10% of the agencies will accept projects with a budget of less than $1,000, typically to attract smaller clients or startups looking for more flexible and basic services. In contrast, 2% of agencies require a marketing budget of at least $50,000, catering to larger, well-established firms that demand comprehensive, high-quality services, extensive resources, and specialized expertise.

You should hire a financial services PR firm because it can greatly improve your brand's visibility and reputation. These agencies craft strategic PR campaigns that build trust and credibility, which is essential for attracting and retaining clients in the financial industry. Additionally, they can connect your business with key influencers and media outlets, increasing your reach and generating valuable third-party endorsements. Their expertise in financial communications will ensure that your messaging is clear, compliant, and impactful.

Some of the specific benefits a financial services PR firm can provide include:

• Craft PR strategies that help financial companies stand out in a competitive market
• Generate brand awareness and forge a stronger connection with the customer base
• Build trust and loyalty in new and existing clients
• Generate interest in the client’s financial products and services
• Help mitigate any negative impact from internal or external business disruptions
• Find and connect clients with journalists, media personalities, and influencers to endorse their brand

Success story

• Challenge: Nanuk, an Australian asset management firm, hired Honner to support its PR, marketing, and branding. The firm aimed to position itself as a major market leader in sustainable equities and sought to develop a PR initiative that targeted Australian financial advisers.
• Solution: Honner created a comprehensive PR strategy focusing on Nanuk’s brand presence among its target audience. This included supporting the launch of new products and generating awareness about the firm’s latest investment programs. It also collaborated with internal thought leaders to create compelling content that showcased Nanuk’s investment processes and stock selections.
• Result: Thanks to its effective PR campaigns, Honner secured multiple high-profile media appearances, positioning Nanuk as Australia's leading authority in sustainable equities. As a result, the firm’s Australian media coverage consistently grew by 33% annually, and 90% of articles mentioning Nanuk had a positive sentiment.

To choose the best financial services PR agency for your business, consider the following steps:

• Set your objectives
  Identify the goals you want to accomplish by hiring a PR agency and the specific expertise you need. For example, if your organization is experiencing a media crisis, hire a firm specializing in crisis management.
• Establish your budget
  Decide how much you will spend hiring an agency and launching PR campaigns. You must also consider whether the budget will be taken from the market budget or allocated separately.
• Research firms
  While Google is often the first place to look for prospects, agency directories like DesignRush offer more in-depth information on financial PR firms, such as pricing, client reviews, and portfolios. You can filter your search according to budget, location, and agency size for more relevant results.
• Create a shortlist
  Narrow your choices to at least five firms that closely align with your goals and budget. Contact each prospect on the list and request an interview.
• Check the agency’s website
  A PR firm’s website contains valuable information, such as its specific areas of expertise, services, and industry track record. It can also show you how it handles its PR through announcements and press releases posted on the site.
• Request for case studies
  Ask the agency representatives if they can provide case studies of previous PR campaigns similar to what you have planned. Getting references from past clients that you can check on is also a plus.
• Client reviews
  DesignRush agency profiles contain many authentic customer reviews highlighting clients' experiences working with the agency. In addition to glowing testimonials, check out the negative ones as well. PR firms’ responses reflect their ability to handle and resolve crises.
• Send a request for proposal (RFP)
  The RFP should briefly describe your company, its mission and values, products and services, location, and the scope and deadline. A public relations RFP should also list the specific KPIs and objectives you want to achieve.
• Conduct interviews
  Ask the agency about its expertise, services, pricing, and other key information. Pay attention to how it communicates with your team as well. Agencies that are responsive, confident, and articulate in their responses are good indicators that they might be a good fit.
• Decide on a partner
  Once you’ve decided, take your chosen agency through the onboarding process and discuss the details of your PR goals.

Do you need help in hiring a PR firm? Visit the DesignRush Marketplace and tell us more about your project. We’ll connect you with the most suitable financial services PR agencies for free.

The DesignRush directory features special filters that you can use to narrow your search according to budget. Choose from agencies accepting projects with budgets ranging from $1,000 to $50,000.

The questions you should ask financial services PR firms before hiring one include the following:

Its Relevant Background

1. What is your track record in the financial services industry?
2. How will your agency help us achieve our PR goals?
3. Have you worked with clients similar to us?
4. Can you provide examples of successful campaigns you managed?
5. What’s your team's experience level and credentials for financial PR?
6. How updated are you on current trends and events in the finance industry?
7. What are your fees and payment structures?

Its Services and Processes

1. What is the full scope of services your agency provides?
2. Can you explain your crisis management strategy to us?
3. How do you get media coverage for your clients?
4. What’s your media relations approach?
5. What are your relationships with journalists in the finance sector like?
6. What types of tools and software do you use daily?

Related to Your Project

1. What should we expect in the first few months?
2. How will you integrate PR with our ongoing marketing efforts?
3. Who is our point of contact for the project?
4. What will be our primary method of communication?
5. How do you intend to work with our marketing staff?
6. How will you measure success as the campaign progresses?
7. What type of reporting can we expect?
8. What types of metrics will you include in your reports?
9. Do you need specific requirements from our end?
10. Can your agency scale with us as our business grows?

The best financial services PR agencies in the US, according to their DesignRush ratings, include:

• SmartSites
  • 5.0 stars on DesignRush (16 reviews)
  • 4.9 stars on Google (632 reviews)
  • Top clients: CMS Funding, HF Holdings, Coin Exchange, Nationwide Merchant Solutions
• Cavani Digital Solutions
  • 4.8 stars on DesignRush (27 reviews)
  • 4.7 stars on Google (37 reviews)
  • Top clients: REV Finance, Anthem Capital, Kurk Advisors, Kettz Financial
• Joseph Studios
  • 4.9 stars on DesignRush (20 reviews)
  • 5.0 stars on Google (23 reviews)
  • Top clients: Boost Payment Solutions, IQVIA Technologies, Exelon, Delta
• Consumer Buzz
  • 4.8 stars on DesignRush (15 reviews)
  • 4.0 stars on Google (163 reviews)
  • Top clients: Offshore Express, BSR Legal Group, Twery's Rare Coins & Jewelry, Marathon Investment Management
• Indigo Productions
  • 4.9 stars on DesignRush (15 reviews)
  • 5.0 stars on Google (244 reviews)
  • Top clients: Citibank, BNY Mellon, Accenture, Christie’s International Real Estate