StartUp Britain

Effective Financial CommunicationsMan Bites Dog

Scott FultonDirector, SmithfieldMay 2012

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The next 20 minutes...

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• PR’s reputation• The importance of advice• PR

• Why do it?• How do you do it?

• Case studies• Wrap

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PR has reputation issues

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Talking Heads, Talking Rubbish

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Reputation Matters

BP -42%RIM -21%

Barclays -6%5

Ratners -100%

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PR – why do it?

• Third party endorsement• Relevance to current editorial agenda• Wide reach• Builds important relationships

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PR – how do you do it?

• New “news”• “I did not know that”

• Facts & statistics• “8 out of 10 cats...”

• Problem solving• “This is the issue, we have the answer”

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An on-line platform providing ISA management for the public within the mutual sectorStartup backed by former bankers and consultantsIdentified interest in FSCS and the availability of higher rates from lower profile building societiesLaunched with front page story in The Financial Times

The “I didn’t know that” approach

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The “8 out of 10 cats” approach

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An analytics company specialising in global investment bankingStartup owned by managementWorks with investment banks to identify market trends and competitive positionsRaises media profile with the quarterly publication of a key index 10

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The “this is the problem, we have the answer” approach

A payday loan “aggregator” focused on loans for vet billsStartup owned by managementTargeting the pet owner market, the company offers choices on payday loans from a range of lendersRaised media profile by highlighting the problem of unexpected vet bills and costs of pet insurance

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Tricks of the trade

• Get on top of the editorial agenda• Develop contacts with key journalists• Monitor your competition and watch out for news• Look out for commentary opportunities• Be available and be prepared to be quoted

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Wrap

• PR should be an integral component of sales and marketing• Getting into the media can be achieved by• Bringing a new story or angle to the journalist• Providing data or opinions on a relavant topic• Demonstrating a solution to an existing problem• Successful PR can be achieved cost effectively by • Understanding the news agenda• Developing media contacts• Being prepared to go on the record

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Man Shouts at Dog

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