When companies consider growth, PR often feels like a “nice-to-have” rather than a necessity. But your brand is already being discussed. The real question is whether you’re shaping that conversation or letting others take control. PR isn’t just about managing crises; it’s about building trust, showcasing your impact, and standing out in a crowded marketplace.
Before diving in, it’s critical to assess: Is your fintech company PR-ready?
This essential 15-point checklist breaks PR readiness into clear categories: foundation elements, brand assets, story elements, and media readiness. Each section ensures you can step into the spotlight confidently and make a lasting impression.
Foundation Elements: Your Strategic Starting Point
Every fintech company needs a strong foundation to anchor its messaging. Without these building blocks, your PR efforts could crumble under scrutiny.
- Mission and Value Proposition: Can you clearly explain what your company does, why it exists, and who it serves? Use this formula: “[Company Name] exists to [purpose] by [how you do it] for [target audience].”
- Audience Insight: Have you pinpointed your primary and secondary audiences? Knowing their pain points, media habits, and decision-making triggers is non-negotiable.
- Competitor Analysis: Understand where you fit. Map your unique differentiators against 3 to 5 competitors to highlight your edge.
Action Tip: Create a concise, one-page document summarizing these elements. This will help your team, partners, and spokespeople align their messaging.
Brand Assets: Visual and Verbal Consistency
Would a journalist or investor recognize your brand at first glance? Strong PR relies on professional assets that amplify credibility.
- Logo and Brand Guidelines: Your logo should be available in multiple formats (vector and high-resolution) and supported by a defined color palette and typography.
- Executive Bios and Headshots: A well-prepared bio can open doors. Include long and short versions tailored for speaking events or media inquiries.
- Fact Sheets and Quick-Access Content: Include an overview, milestone timeline, product descriptions, and company impact stats.
Action Tip: Build a Dropbox or Google Drive folder with all these elements that are easily accessible to your team or press requests.
Story Elements: Crafting a Narrative That Resonates
What makes your fintech company compelling? It’s not just about the tech; it’s about the story behind it all.
- The Founding Story: Why did you start this journey? What market gap did you see? A compelling origin story fosters relatability and trust.
- Customer Success Stories: Use real case studies to demonstrate your ROI and the transformative results you deliver.
Action Tip: Use storytelling templates to create a repeatable structure for your stories: Challenge → Solution → Results.
Media Readiness: Facing the Spotlight
The moment you step into the public eye, preparation becomes your safety net. Unprepared teams risk losing credibility or mishandling opportunities.
- Spokesperson Training: Appoint a media-savvy representative who can expertly handle tough questions and convey your core message effectively.
- Crisis Communication Plan: Have a strategy for unexpected scenarios, including response protocols and prepared statements.
- Press Kits: Put together a comprehensive kit with company facts, leadership bios, product details, and high-resolution images.
Action Tip: Review your press kit and crisis plan regularly to ensure they reflect any new developments in your company.
Red Flags: Where Are You Falling Short?
If you’ve checked fewer than 10 boxes, your PR strategy may lack a strong foundation. If foundational elements are missing, focus on them first. If media readiness is unchecked, your company could struggle during a critical moment.
Why This Checklist Works
PR readiness is more than a checklist; it’s a mindset shift. This approach ensures that your fintech company has the clarity, consistency, and tools to communicate effectively with all stakeholders: customers, investors, media, and regulators.
The goal? When opportunity knocks or crisis strikes, you’ll be equipped to respond confidently, turning potential challenges into wins and opportunities into growth.
Your Next Step
How many boxes can your company check today? Review the checklist to identify gaps and determine your next steps.
Are you having challenges with some of these items? We’d love to hear from you. Schedule your free PR consultation today.
