How to Choose a PR Agency in Fintech: 5 Essential Questions to Ask

In the fast-paced world of fintech, reputation is everything. Whether you're a blockchain startup or a global financial institution, communication challenges in this highly regulated and competitive space are inevitable. The ability to build trust, handle crises effectively, and maintain a strong brand image can determine whether your company thrives or faces costly reputational damage.

It’s important to understand that choosing the right PR agency for fintech isn’t just a marketing decision - it’s a strategic investment. A misstep in public relations, especially during a crisis, can cost millions in lost revenue and trust.

This guide explores how to evaluate potential partners, what to look for in a crisis PR agency, and why a specialised approach to reputation management services is critical for fintech success.

1. Does the PR Agency Have Experience in Fintech, Finance, or Crypto?

Fintech companies operate in an environment where credibility, compliance, and technical accuracy are non-negotiable. Generalist PR agencies may struggle to understand complex terminology, regulatory risks, and industry dynamics.

Ask these questions:

• Has the agency worked with fintech, financial, or crypto companies before?

• Are there case studies showcasing success in PR crisis management within crypto, DeFi, or blockchain?

• Can the team translate complex financial concepts into compelling stories for both mainstream and niche media?

• Does the agency actively participate in the fintech ecosystem (e.g. fintech conferences, associations, industry panels)?

• Are they ranked in official PR ratings or affiliated with relevant trade associations?

Why Industry Experience Matters in a Crisis

Fintech crises often involve cybersecurity breaches, regulatory scrutiny, or volatile market events. A generalist firm may need weeks to ramp up, while a specialist crisis communications agency already has proven playbooks and trusted media relationships.

“You want someone who can speak your language and understand your nuances, challenges, and risks from day one - because they’ve already solved similar problems for clients that came before you.”
- Valentina Drofa, CEO and Founder of Drofa Comms

Notably, some of the most effective PR agencies in fintech don’t just serve the industry - they actively participate in it. When a team is present at major industry events, contributes to media discussions, or is involved in professional communities, it shows a deeper level of understanding and commitment. Agencies led by professionals with a strong personal connection to the fintech space often bring more nuanced perspectives and practical strategies shaped by real, insider experience.

2. Which Regions Has the Agency Worked With?

Fintech is inherently global. From GDPR in Europe to SEC compliance in the U.S. and data regulations in APAC, each region brings unique challenges.

Key Qualities to Look For:

A proven track record of multi-regional campaigns

• Understanding of cultural, legal, and regulatory nuances

• Established relationships with local media, journalists, and influencers

For companies expanding across borders, regional expertise is essential to develop reputation management strategies that work locally while staying aligned with global goals.

3. Which Responsibilities Does the Agency Fully Cover?

Not every agency provides end-to-end PR support. Gaps in service during critical moments can lead to disastrous outcomes.

Look for a PR agency that offers:

Crisis communication services for real-time responses

• Online reputation management to shape and monitor digital narratives

• Reputation repair services to restore trust post-crisis

• Strategic consulting for long-term messaging, positioning, and media outreach

• Support for event communications, award campaigns, and industry activations

• Non-traditional formats like podcasts and branded content projects

Full-Coverage vs. Partial Support

In a PR crisis, speed is crucial. Delays - even just hours - can allow negative narratives to spread unchecked. Choose a media crisis response agency with no weak links in its process.

A strong fintech PR partner goes beyond traditional media outreach. In many cases, they’re involved in shaping broader brand initiatives - from helping design event concepts to supporting award submissions or securing speaker opportunities at key industry forums. These kinds of projects not only enhance visibility but also align communication efforts with the company’s broader strategic goals.

4. How Does the Agency Track Progress and Measure Success?

Fintech thrives on data - and so should your PR strategy. Transparent metrics help you assess ROI and improve campaign outcomes.

Metrics and Reporting to Request:

Dashboards or reports for digital reputation management

• Sentiment analysis to gauge public perception

• Clearly defined KPIs for every campaign or crisis response

Agencies that prioritize measurement allow clients to optimize strategies over time and build trust through accountability.

5. What Will Be Expected of Us to Ensure PR Success?

Even the most experienced PR agency can't work in isolation. To get the best results - especially in high-stakes situations - you need to understand your role in the partnership.

Ask Yourself:

Are we prepared to provide timely approvals, especially during a crisis?

• Can we give the agency access to internal experts for technical validation?

• Do we have clear points of contact and communication protocols in place?

Why Your Involvement Matters

PR success is a two-way street. The agency brings strategy, media relationships, and crisis expertise - but your team must bring agility, transparency, and collaboration.

When both sides are aligned, responses are faster, messaging is sharper, and outcomes are far more effective. In fintech, where speed and accuracy are critical, your engagement can make or break a campaign’s success.

Why Fintech Companies Trust Specialised PR Agencies

Specialisation enables innovation. The fintech space evolves rapidly, with new technologies, regulations, and narratives constantly emerging. A dedicated fintech PR agency stays ahead of these shifts and adapts strategies to fit.

“You can - and should - constantly pursue further growth inside your niche by adding new services that serve the same client base better.”
Valentina Drofa

Agencies focused exclusively on finance and fintech bring insights, speed, and credibility. They are better positioned to provide strategic corporate reputation management and deliver impactful public relations crisis support when it matters most.

In fintech, PR works best when it’s tied to clear business outcomes - not just visibility for its own sake. When communication strategies are built around long-term objectives and integrated into broader company goals, they become a powerful driver of growth, trust, and market positioning.

Final Thoughts

Choosing a fintech PR partner is about more than media mentions - it’s about long-term brand protection and growth. By asking the five questions above, you can identify an agency that not only understands your industry but also stands ready to defend and elevate your reputation in any market.