Even the most innovative tech companies won’t earn top-tier coverage without a clear strategy. Over a recent 90-day sprint, we partnered with a fintech client to test different media outreach approaches—tracking everything from open rates to spokesperson engagement. The goal? Identify what actually moves the needle in today’s noisy media landscape.
Here’s what worked (and what didn’t).
In-Person > Everything Else
Face time still matters. In-person meetings—whether at events, desk-sides, or informal catchups—generated the highest open and response rates by far. These moments helped us build stronger relationships with reporters and led to real interest from outlets that usually play hard to get. If your story is strategic, high-stakes, or hard to tell over email, opt for a real conversation.
Data Wins Headlines
One of the campaign’s top performers was a pitch built around proprietary data on generational finance habits. It hit the mark with consumer, business, and lifestyle publications alike. Reporters are hungry for original insights that tell a bigger story—and new data makes your pitch that much harder to ignore.
Newsjacking Needs More Than Timing
We tested real-time reactions to trending news. Results? Mixed. These “quick-turn” pitches saw decent opens, but traction fell flat when the brand’s relevance wasn’t crystal clear. Lesson learned: timing alone won’t carry you. If your perspective doesn’t add something new, it won’t stick.
Evergreen Angles Need a Sharp Edge
We pushed a few thought leadership and evergreen angles to build long-term visibility. Some landed, most didn’t. The common thread: without a strong hook or a sense of urgency, these pitches struggled to rise above the noise. Evergreen works best when it’s tied to something timely or counterintuitive.
The Right Spokesperson Changes Everything
Across the board, one spokesperson consistently outperformed the rest. They weren’t necessarily the most senior—but they were clear, credible, and perfectly matched to the story. Meanwhile, more technical or executive voices underdelivered without the right framing. It’s not just about who’s available—it’s about who can make the message land.
What This Means for Fintech Brands
If you’re in fintech or financial services, your story has to work harder. Reporters want more than your product—they want a reason to care right now. That means data, differentiated insight, and a spokesperson who can speak human.
Want to turn your next story into a headline? Let’s plan it like a 90-day campaign.
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