Press releases have been a staple of public relations for decades, but somewhere along the way, many companies started confusing the tool for the entire toolbox.
If you’re a B2B fintech or finance brand relying solely on press releases to drive awareness, it’s time for a reset. Here’s the truth: press releases are not a PR strategy. On their own, they’re little more than noise.
In today’s fast-moving media landscape, breaking through requires a comprehensive PR program — one that blends earned media, thought leadership, and an effective crisis communication plan. Let’s unpack why.
Press Releases Are a Tool — Not the Strategy
A press release is a formal announcement, not a magnet for media coverage. Every day, journalists and editors are bombarded with hundreds, sometimes thousands, of releases. Most get deleted without a second glance.
Why? Because a press release rarely answers the journalist’s core question: Why should my audience care? Without a compelling narrative, timely hook, or expert insight, a press release lands with a thud.
Simply put, a press release is only as powerful as the strategy behind it.
The Real Engine of PR: Earned Media
Effective public relations is about securing earned media — authentic, credible coverage that builds trust with your target audience. Earned media includes:
- Interviews and expert commentary
- Feature stories and in-depth profiles
- Bylined articles and op-eds
- Podcast guest spots and speaking engagements
Press releases can support this effort by providing facts and updates, but they don’t create media relationships or secure placements. What does? A straightforward narrative, media outreach expertise, and consistent relationship-building.
For B2B fintech and finance companies, where credibility is everything, earned media is the true differentiator.
Why You Need a Crisis Communication Plan
Many companies focus their PR efforts on growth announcements, funding rounds, or product launches. But what happens when things go wrong?
PR isn’t just about promotion — it’s also about protection.
A crisis communication plan prepares your company to respond effectively when faced with challenges like:
- Security breaches or data leaks
- Regulatory investigations
- Executive misconduct
- Product failures or service outages
Without a plan, companies often default to scrambling to put out a last-minute press release, which is rarely enough. A robust crisis strategy includes pre-drafted messaging, media training, internal protocols, and a transparent chain of command.
The Media Landscape Has Changed — Have You?
The days when a press release alone could generate headlines are long gone. Today’s media environment demands a multi-channel approach.
Social media, company blogs, LinkedIn thought leadership, podcasts, webinars, and video content now all play crucial roles in shaping a brand’s reputation.
To succeed, companies need to:
- Tell stories, not just announce news
- Prioritize relationships over transactions.
- Stay agile and relevant in a 24/7 news cycle.
A Better PR Blueprint for B2B Brands
If you want to elevate your PR program beyond press releases, here’s where to focus:
✅ Develop a clear media narrative that ties into industry trends
✅ Build and maintain real journalist relationships
✅ Establish your executives as go-to industry experts
✅ Create a proactive crisis communication plan
✅ Diversify your channels beyond traditional media
By focusing on these elements, you transform PR from a one-off tactic into a long-term brand asset.
Final Takeaway
Press releases still have a place in modern PR — but they’re only one piece of the puzzle. To truly move the needle, B2B fintech and finance brands need to think bigger: earned media, thought leadership, and crisis readiness are where real reputation-building happens.
At Fifth Avenue Brands, we specialize in helping companies craft PR programs that go beyond announcements to drive real impact. Ready to strengthen your PR strategy? Let’s talk.
