“Media relationships, industry recognition, and credibility aren’t built in a week before the launch.” This is the observation Alina Sysoeva, Head of PR at Drofa Comms, makes in her latest op-ed for Financial Technology Today, which is now live!
In the piece, Alina examines why fintech companies often bother about PR strategy too late and why trust must be built consistently. In this case, consistency means starting long before a major launch or difficult public moment puts that trust to the test.
Why Last-Minute Fintech PR Rarely Works
The op-ed looks at the idea that sponsored coverage can place a company’s name in the media, but it doesn’t simultaneously create trust among journalists, customers or investors.
That is why Alina puts consistency in the spotlight:
- contributing useful expertise to relevant discussions;
- building relationships with journalists over time;
- linking media activity to defined business goals;
- communicating regularly, not only around announcements.
When all these boxes are ticked, it becomes easier for a company to earn attention when it prepares a major release.
Fintech Reputation Matters Most During a Crisis
Other than that, Alina looks at the value of long-term communications during a crisis. The thing is, fintech companies work under close scrutiny, so even a small launch delay could quickly undermine public confidence.
If a company builds credibility in advance, it’s in a stronger position to:
- explain what happened;
- retain the confidence of key stakeholders;
- prevent a temporary issue from damaging its reputation.
In contrast, silence creates uncertainty rather than solving the problem itself.
Want to learn more about how fintech companies can build a credible PR strategy before they urgently need one? Read the full op-ed in Financial Technology Today.
